Working together to increase revenue

Working together to increase revenue


Maximise every income stream with a collaborative approach to audience experience in the arts. This new ebook by Spektrix, Working Together to Increase Revenue, gives expert advice on uniting marketing, box office and fundraising teams to maximise revenue and support data-led strategy.

"Arts organisations have so much more to offer their customers than just selling tickets. By working together with your colleagues and audience members, it’s possible to transform revenue generation, improve customer satisfaction and even build a more collaborative workplace. Whether you work in marketing, box office, fundraising or leadership, this guide will show you how to boost revenue by increasing attendance, maximising inventory, and increasing visitor spend. " Mike Powell, Global Partnerships Development Manager, Spektrix.

Increasing revenue in a busy arts organisation

In a busy arts organisation, there’s not a whole lot to spare. Time’s tight, budgets are tight, and everyone’s focused on their own priorities. It can feel easier to keep doing what you’re doing, than to step back and ask if there’s a better way.

By building a successful, resilient arts organisation, you’ll be able to:

 Experiment boldly with your offer to customers
• Boost revenue across every income stream
• Improve experience for your audiences and team

Capitalise on a great audience experience

A circle split into three equal parts: Experience, loyalty, revenue

Increase revenue across your organisation by building great relationships with your customers, making them more likely to visit again, to spend time in your building, and to donate to your campaigns.

Increase revenue at every touchpoint with audience development ideas designed to help you:

• Maximise the frequency and value of visits
 Build great experiences for every patron
• Understand customer behaviours online and in-person

Improve revenue, even when you're at capacity

A chart with Value on one axis and time on the other.

When all or some of your events are selling at capacity, you’re faced with a new challenge - continuing to improve revenue, beyond the ability to sell tickets. All of the upselling and cross-selling tips we’ve explored so far can help you build on your success, but it might be time for a new approach. Invest a little more time or budget, and level up your capacity to build regular income and secondary spend.

Look beyond tickets to increase overall spend, with ideas to:

• Build loyalty through subscriptions and memberships
• Synchronise data across multiple touchpoints
• Increase the value of every visit

Getting buy-in from your organisation

By providing the best possible customer experience at every touchpoint you’ll benefit your entire organisation, build loyal audiences, and help upskill your teams. But that doesn’t mean it will be easy. With competing priorities in every department, you’re likely to encounter resistance from team members who are already pressed for time, and from senior leadership who are wary of risky new ideas.

Get your whole team involved in revenue generation, in order to:

• Embed good practice and explore new ideas
• Design campaigns collaboratively
• Access budget and resources to deliver more

Resource type: Guide/tools | Published: 2023