Data-driven Campaigns for Arts Marketers and Fundraisers




The right message, to the right person, at the right time. Every time.


Your patrons want to feel known, and yet you can’t manage personal relationships with a database of thousands of patrons. So how can you send the perfect offer, based on your patrons’ interests and purchase history, to help them grow their loyalty to your art?

 Targeting your campaigns has never been easier. TRG brings you powerful tools for community list-trading, demographic/geographic analysis and precision data modeling based on purchase behavior and demographics. You’ll run data-driven, efficient campaigns that save you time and money, as well as effectively optimizing response and results.

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What people are saying about TRG data services:

"TRG has reoriented our thinking about ticketing in the digital age. They have provided our team a fact-based language to help interpret our patron and ticketing data for our entire staff. We only thought we knew our data. Now we live in it."

Jeff Loeb
Associate General Manager
Hollywood Pantages Theatre

"TRG Data Center has given us new and powerful ways to segment and analyze our data that help us make informed decisions and affect the bottom line. Its robust and user-friendly List Builder functionality has made it easier than ever to target select groups of patrons for communication or research."

Jennifer Colgan
Marketing Manager, Patron Retention
Chicago Symphony Orchestra 

TRG's most popular data services

TRG serves organizations of all artistic genres and budget sizes with a range of services.

TRG Data Center

Manage your patron data better with TRG's cloud-based list-building and trading software. Build targeted direct mail campaigns, perform demographic and buying-habit research about your patrons, and trade mailing lists with your peers via a permission-based system.

Response Reporting

Savvy marketers get smarter with every campaign. Knowing which of your segments get the highest ROI saves you money by helping you identify revenue potential from your best segments, while eliminating mail costs to unproductive segments.

Campaign Planning Sprint

Preparing for your next big campaign? Rethink it creatively with this day-long consulting intensive that delivers you a concrete plan steeped in nationwide best practices. You’ll be ready to implement your campaign with refreshed direct marketing know-how and a tool to track return-on-investment.

Data Modelling

Prospect Finder

What if you could clone your very best patrons to bring you more revenue? Now you can. Prospect Finder delivers potential new patrons who’ve never come to your events before, modeled from the patrons whose behavior you’d love to replicate.

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Campaign Target Model

What if less mail generated more revenue? What if you could build every marketing piece on complete knowledge of your customer's history? TRG Arts has a tool for that.

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Recent posts on data-driven campaigns:


Audience Data Essentials

Announcing a new online course from DataArts and The Results Group for the Arts (TRG Arts)! Would you like to better engage audiences? This course is designed to help arts leaders use data to build loyalty and increase revenue. 

You'll learn about:

  • Types of audience data and data capture techniques 
  • Setting goals and measuring progress with key audience metrics 
  • Segmenting your audience to more effectively engage constituents

 Who should take this course? 

  •  Anyone looking for an introduction to audience data capture and analysis, and audience segmentation. 
  • Arts leaders seeking to increase their comfort with key metrics related to marketing, patron loyalty, and patron revenue generation.

Posted March 9, 2017


Photo by Corey Balazowich (CC BY-ND 2.0)

In 2015, the consulting firm Oliver Wyman released a research study in partnership with the League of American Orchestras that grabbed my attention and hasn’t let go. The central question of their work: is the existing subscription model for symphony orchestras still viable? In the age of Netflix, Amazon, and Uber, does it need a small tweak, a substantial jump start, or a complete-and-total-tear-down-and-rebuild to remain a worthwhile offering?

The study illuminated a few key findings for the orchestra sector:

  • Subscription audiences are declining, not due to dissatisfaction with their experience, or to competitive forces in entertainment. Instead, they’re losing interest in programming (both how seasons are structured, and with classical music overall), and most of all patrons are dissatisfied with subscription products as they currently exist.

Posted December 5, 2016


Annual operating budget up 32% in 5 seasons

Photo: Joseph Mills

After a poor year for earned revenue in 2012*, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets. Her hard work had paid off, but season tickets were still a challenge.

“Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”

Lyric Theatre of Oklahoma hired TRG in March of 2014 for a best practices consultancy which began with an analysis of income trends, data stewardship, and current marketing practices.

Posted October 17, 2016


This post is cross-posted on the National Center for Arts Research blog.

 Jill Robinson, 
President & CEO, TRG Arts

 “How do we stack up?”

Everyone is curious about how their arts organization compares with others like them. There’s really not been a good place to find that information, though.

Until now.

Recently, our partners at the National Center for Arts Research launched the NCAR Dashboard. It uses data from DataArts (formerly the Cultural Data Project) to explore how organizations from a variety of sizes and artistic disciplines perform on a variety of standardized financial and operational indicators, called KIPI’s. Even better, it allows you to compare your organization to others in its own size category and artistic genre.

Posted September 13, 2016

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