As not for profit managers we strive to achieve the mission of the organization.  No matter how many amazing programs we implement they don’t achieve the mission if the programming doesn’t reach the intended audience. 

The patron experience cycle is integral to building relationships and ultimately the audience you hope to reach.  The cycle has four phases that can be repeated over and over with each patron, building more organizational loyalty with each rotation. 

The Four Phases of the Patron Experience Cycle

Interest: Patrons learn of the program or performance through organizational marketing or word of mouth. They show interest buy reaching out for more information. Patrons may interact with the organization by searching social media or a website, they also may choose to call or stop by in person.

Buy-in: After gathering information the patron chooses to purchase tickets, make reservations, or simply make the choice to participate.

Interface: The point when the patron actually attends the performance or participates in the program.

Afterwards: The patron experience doesn’t end after interface. After the performance, or program activities, patrons still provide feedback to the organization, and share their experiences with others. Ultimately this can grow into advocacy for the program or organization.