Celebrating the New
An introductory letter from the organization’s artistic director details how the organization has evolved since its first performance in 1994. According to Goldenberg, just as the theater itself has evolved, so too has the direct mail program, particularly during the last two years under new leadership. With a sharper focus on data and the use of The Philadelphia Cultural List Cooperative, a list exchange with other cultural organizations in Philadelphia, Goldenberg says the theater has been able to significantly improve its targeting ability. “We’ve been able to cut down on the amount of direct mail we send and still see the same, if not a better, response, with a targeted approach,” shares Goldenberg.
Looking ahead, it appears that the Lantern Theater Co. will have a continued emphasis on targeting. “We’re just hoping to target even better and do demographic research on who our current audience is and how it compares to what our mailing list is, and really pare down what geographic areas are successful for us, focus our energy on those places and take away some other locations that aren’t as successful,” Goldenberg describes. “Last year was really about setting up our tracking systems, and this year is about continuing that. Hopefully, by the time we do this mailing next year, we’ll have really great information to make it even more targeted and successful for us.”
It certainly seems that the new design is resonating well with the audience, since this season’s average gift is coming in at $10, $2 more than last season’s average gift. Goldenberg points out that marketing around the 15th anniversary season has likely played a role in the lift in response. “People calling to place their subscription orders always ask to make a donation to the 15th anniversary season,” says Goldenberg. “I think it makes people a little bit more excited.” IDM