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Blog Entry 11 of 28 Audience Development Specialists
Do you want to learn how to build an audience for your events? During the week, join me on the adventures of audience development. It is my mission to help you to build a more loyal and satisfied audience!

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Audience Development Extras - Ambassador Programs

Contributed by: Shoshana Fanizza   on 3/2/2008

This week I want to finish the beginning dicussion about audience development extras and the topic is Ambassador Programs! I've been saving this one for last since it is a fairly newer concept that is being used, and I wanted to find an easy way to explain the program. Fortunately for me, I was at the right place at the right time yesterday and found a wonderful way to explain.

Yesterday I attended a "Creating a Fund Raising Board" seminar. To my surprise, this seminar was very informative and actually fun. I realized while I was learning about donor development programs that the same information could be applied to the ticket side of arts organizations. The basic jist of the seminar suggested that you first recruit the right board members, ones who will commit to doing the job, fund raising included. Then, after the right people are in place, format three programs: cultivating donors, asking donors, and then thanking donors - a stewardship program that will help retain, upgrade and rebirth lapsed donors. We can apply these concepts to an ambassador program to increase subscribers and help them learn more about the organization to potentially further their relationship as a donor and/or volunteer for your organization. Here's how the program looks like step by step:

1. Recruit volunteers that will commit to your ambassador program. You want to make sure that your ambassadors understand their time commitment. The best people may be past board members, current board members, current subscribers and volunteers, and of course, your staff should be a part of the program. I also want to point out that it is best to find the three types of people that the book: " The Tipping Point: How Little Things Can Make a Big Difference" b y Malcolm Gladwell discusses. Gladwell suggests that there are three personality types that you will want on your team: Mavens, Connectors, and Salesmen.

The Maven is a person who loves to tell information to others. You will need some maven ambassadors that love to tell other people in the community about your organization and the benefits of subscribing. You probably already know a few in your database of patrons. Isn't Suzy Q.a subscriber who always loves to hand out your brochure and tell people how great your programs are?

The Connectors are the people who love to introduce others. You may remember that Bob B. who is a subscriber and a donor loves to introduce you to new people that may be interested in learning more about your organization and art form. The trick now is to have the connectors work with the mavens so that Bob B. is introducing the new person to Suzy Q. who is perfect in explaining all about your organization and what makes it special in your community.

The Salesmen are the salesmen, or rather, the closers. These are people that get you so excited that you are ready to sign on the dotted line -ready to subscribe, donate or volunteer! Have Suzy Q. suggest that the new person go to an event with Trent Powers, a subscriber with loads of charm. He will have the new person so delighted with what your organization does that the new person will be ready to sign up at intermission!

Your staff should also have a combination of these three types of personalities. I highly suggest that your marketing person is a good maven, your executive director is a connector extraordinaire, and your box office staff are super salesmen. Hiring people that have more than one of these skills is a bonus!


2. After you have the right people, set up a cultivation plan. Cultivating new patrons, donors and volunteers is all about forming relationships with people that have some interest in your organization. Make a list of people that you want to bring to events, contact for a coffee date, or go to lunch with to talk about your organization.Your list will consist of new people you want to ask to subscribe, past (lapsed) subscribers, and current subscribers that you wish to invite to become donors and volunteers. Make it simple and fun. These can be the ambassador's friends and family and co-workers. Have the connectors of your ambassador group connect their circle with the mavens of your group. You can also host subscriber parties or get to know the XYZ Theatre Co. party.

3. Have the Salesmen of your group ready to ask people how they like the event and if they would like to subscribe or get more involved in the organization by becoming a donor or volunteer. Of course since the salesmen have irresistable charm, they are likely to be successful.

4. Last, but most important, you will need to set up a stewardship program. This is where the ambassadors thank the new subscribers by personal letter or phone call (or even have lunch or coffee). Or, maybe they could throw a party to celebrate all the new donors and volunteers. It is extremely important that in a timely fashion you thank and show appreciation for your new subscribers, donors and volunteers. You want them to know how special they are and how much their contributions and feedback matter to you.

Of course you will also want to have a recognition program for your hard working ambassadors. You may want to have a party for them where you recognize the top ambassadors with certificates or hand out special "Ambassador of the XYZ Symphony" pins they can wear proudly at each of your events or at others' events (great for marketing too). You may want to add them to your programs and thank them as a group at your events.

Ambassador programs are excellent for building relationships with your potential and current audience members and for inviting your audience to become more invested in your organization. Ambassador programs can also be a lot of fun by bringing a more personal touch for getting to know your organization. At first it may take some time to implement this program, but you will find it well worth the time and effort!

Until next time, may your audiences be happy and loyal ones, and if not, feel free to contact me!

~Shoshana~


Shoshana Fanizza is the founder of Audience Development Specialists. Her mission is to introduce organizations to their existing and potential audiences and to help them form more rewarding relationships with them.

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CONTRIBUTOR INFORMATION

Shoshana Fanizza

Boulder , CO

Shoshana Fanizza has posted 28 blog entries and 0 comments since joining on 1/18/2008. Shoshana Fanizza 's average blog rating is 5.
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