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Build Your Patron Journey

Thursday, June 21, 2018 - 9:30am

Build Your Patron Journey
Leading Patrons on a Path to Greater Engagement
Presented by: Paul Miller, Patron Manager

Thursday, June 21, 2018
(with complimentary breakfast and venue tours from 8:30 - 9:30am)
Minnesota Masonic Event Center, Evergreen Hall
11411 Masonic Home Dr, Bloomington, MN 55437
(information about rentable performance and meeting spaces online at

This event is free and open to all. Thank you to Patron Manager for hosting the training and breakfast, and for Minnesota Masonic Event Center for hosting the meeting space.

Space is limited, so registration is required. Consider inviting several people from your organization!

Register here:

The Challenge
Arts & cultural organizations strive to produce programming that sends our audience on an emotional and intellectual journey, but there’s another journey taking place: the path to greater engagement with your art and your organization, a Patron Journey.
In the age of “streaming everything,” what separates us from the competition is the emotional attachment we have to the people and places that share the arts and culture experience with us. If we believe this is true, then the single most important part of our mission, aside from our programming, are the interactions we have with these patrons. Where are they in their journey? How can we enrich their appreciation of the works we present? How can we move them along the path from single ticket buyer to lifetime benefactor? How can they advocate for us to the patrons we’ve yet to meet? You’re the guide; where will you lead them?

The Training
In this 2-hour session, you’ll create a Patron Journey that’s unique to your organization, based on its size, available resources, and its position in your local arts and culture market. We’ll discuss what successful organizations around the world are doing, and we’ll show you how to replicate their strategies to identify and manage patrons who are ready to take the next step.

You’ll learn how to:
• Find your unique strengths and adapt to peer offerings in the marketplace
• Identify segments, build patron personas, and craft messaging and programing that works
• Create Random Acts of Kindness to build loyalty
• Automate aspects of the journey to save staff time and get better results
• Use your data systems to build reports that matter
• Measure your success and refine your plan to optimize results and return on investment

Working in small groups throughout this Intensive, you’ll leave with a journey map that you can put in action in your organization right away. Plus you’ll have all the motivation and information you need to sell that plan to your Board and other stakeholders.

About the Trainer
Paul Miller
has over 25 years experience helping nonprofit organizations leverage information technology to raise awareness, increase engagement, and execute successful marketing and fundraising campaigns. In 2011 Paul founded NeverDark, a full-service consulting firm where communications professionals with arts and culture backgrounds help clients develop and enrich their audiences. Paul has worked with nearly 50 arts clients, including the Glimmerglass Festival, Pasadena Playhouse, Atlantic Classical Orchestra, Orlando Shakespeare Theater, Michigan Science Center, and the Count Basie Theatre. Paul also serves as co-founder and Board Vice President of the forthcoming Museum of American Theater in New York City.

Paul is a multi-genre percussionist specializing in musical theater, where has played in over 2000 performances throughout New York and New Jersey. He holds a BA in the Humanities from Thomas Edison University in Trenton, New Jersey, and an MFA in Writing and Literature from National University in San Diego, California, graduating both institutions with honors.

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