I want to point your attention to the most important patrons in your audience. They’re not necessarily the ones who have given or attended the most over their lifetime. They’re your “right now” patrons—the audiences that are participating and engaging with you for your most current event and could do any number of things in the future.
These currently active patrons allow your organization to operate right now. They’re the ones that your mission serves today.
But don’t assume that they’ll be there tomorrow. Research indicates that first-time attendees—a large portion of many organizations’ patrons—tend to come once and then never return. Read the rest of this entry »