The Retention Rock Star
Jonathan Carpenter
Program Manager, Performing Arts
A couple months ago, we wrote about why audience growth isn’t just about adding more tactics—it’s about clear accountability. Specifically, we outlined how the most effective marketing teams define who is responsible for acquiring new audiences, retaining current ones, and supplying the data that supports those efforts.
In that post, we made the case that the path to growth starts with setting clear goals around acquisition and retention—and assigning ownership for hitting those goals. When roles are aligned and responsibilities are clear, audience growth becomes not only possible, but predictable.
That’s a shift away from organizing work around internal categories like single ticket campaigns versus subscription campaigns. Instead, we encourage teams to think relationally: Who is accountable for deepening the audience’s relationship with your organization, no matter what kind of ticket they buy? That shift opens the door to more strategic, audience-centered marketing.
Meet the Retention Rockstar: The person accountable for retention.
Today, we’re shining a spotlight on one of the key players in that structure: the Retention Rockstar.
This team member is accountable for one core goal: keeping your current audience coming back—and helping them grow into your most loyal supporters.
That doesn’t mean running a few post-show emails. The Retention Rockstar seeks to understand what loyalty means to various patrons of your organization and then builds intentional campaigns that deepen their engagement with your organization.
In some cases, that may mean moving patrons along a traditional engagement path: from single-ticket buyer, to repeat attendee, to subscriber or member, to donor. In other cases, that may be ensuring that the folks who attend only once every 2 or 3 years continue to come back.
They use data and segmentation to personalize communications, marketing automation to deliver timely nudges, and behavioral insights to align messaging with where a patron is on their journey.
But to do that well, they need a clear set of accountabilities—and a strong partnership with your team’s Data Diva, who ensures they have the insights needed to act.
Let’s break down the Retention Rockstar’s key accountabilities.
Accountability #1: First-time Buyer Retention
Why it matters: First-time ticket buyers are your highest-risk segment—they’re often trying you out. Retaining even a modest percentage of them can dramatically impact long-term audience growth and revenue.
Key Metric:
- Return Rate for First-Time Buyers – What percentage of new buyers return within the season or next season?
- Goal Setting Tip: Translate that percentage into a real number of buyers and potential revenue.
Accountability #2: Second-time Buyer Conversion
Why it matters: Once someone returns for a second visit, you’re halfway to loyalty. Research shows that a third visit significantly increases the chance of a long-term relationship.
Key Metric:
- Third-Time Conversion Rate – What percentage of second-time buyers come back a third time?
- Goal Setting Tip: Again, set a concrete buyer goal and revenue projection based on your average ticket yield.
Accountability #3: Core Audience Retention & Development
Why it matters: Your most frequent attenders are the backbone of your audience. They’re the ones who take risks with you artistically and often convert to donors. Keeping them engaged is mission-critical.
Key Metrics:
- Core Retention Rate – percentage of multi-buyers (attended 2+ times) or members/subscribers who return this season.
- Frequency – Average number of performances attended by your core audience.
- Average Yield – Average spend on tickets by this group.
Goal Setting Tip: Establish season benchmarks for each. These are your loyalty levers.
Accountability #4: Donor Development
Why it matters: While the development team owns donor relationships, marketing plays a crucial role in deepening engagement. Many of today’s donors begin their journey in the audience.
Key Metrics:
- Patron-to-Donor Conversion Rate – What percentage of your frequent attenders give?
- Marketing Touchpoints Pre-Donation – How many meaningful engagements (emails opened, events attended, thank-you messages, etc.) occurred before they gave?
Collaboration Tip: The Retention Rockstar should coordinate closely with development to align messaging and timing.
What Success Looks Like
The Retention Rockstar isn’t just chasing subscription numbers. Their work is about growing audience loyalty, however it manifests—repeat buying, membership, donation. And that matters now more than ever.
As subscription rates decline, your best growth opportunity lies in retention—even if that doesn’t take the form of a traditional subscription. Returning audience members can help fill the gap, and unlike traditional subscriptions, this approach meets today’s audience where they are, not where the model used to be.
Loyalty programs and perks might be part of the solution—but they’re not the solution. What’s needed is a person on your team with the focus, mandate, and data support to turn occasional attenders into lifelong fans.
Ready to Align Your Team Around Audience Growth?
JCA Performing Arts can help you clarify your marketing team’s roles, set measurable goals, and ensure the right people have the right data to grow your audience—strategically and sustainably.
Let’s Talk!