12 things to learn about each donor or audience member

As a follow-up to my post about box office and front of house staff, I got several emails about what kind of information should staff try to learn about their customers beyond how they heard about the show they are seeing. Any information is good information, but below are the top 12 things I try to learn about donors, audience members, and anyone I work with (agents, artists, etc). The information is only useful if it recorded somewhere, don't forget that! For example, I copy the answers to these questions from our donor/ticketing software into the notes field of my outlook contacts. For agents I add their client list to the notes, and for artists I add every show I have worked with them on and all of their representation. Some of the information comes from phone calls, some from a little research, and some from conversations, but I track it all and ask that my staff does too.

1. What is their spouse's name (and track whether they stay married)? The reason is pretty obvious – whether it is for ticket pick-ups, events or phone calls – best to know who is married to whom

2. Do they have children? Names? Ages? Again, obvious reasons for tracking this – programming options, the occasional question about how they are doing. It is good to get what schools they go to (for educational program discussions) and speaking of schools…

3. Where do they work and what do they do? Another obvious one – you can learn a lot about what people might like by what they do for a living.

4. What colleges did they go to? Often they are active in alumni groups (hello group sales), they may be on the board (hello connections), or they may just follow that sports team (always an safe conversation topic).

5. Do they have pets? I have five dogs and a cat – no kids, enough said.

6. Where were they born? This is a great one to figure out through research and toss into a conversation – always impresses and makes a very personal connection.

7. Who are their friends? Or as I like to think of it – who are they going to bring to me as potential audience and donors! It is about networks and always has been, we are just more aware of this in the era of social networking (plug for fun site – muckety.com - It is a great way to find out a lot of info it actually tracks their former business associations and boards that they serve on and creates a cool graphic of it, in addition to Google and Wikipedia searches of course.)

8. What are their other causes? This is a great way to find future partner for programming or to identify programming that folks may be interested in. Perhaps you offer another organization they support free tickets for their employees or constituencies, it can really strengthen relationships and make you feel good about helping another organization.

9. What is their religion? Touchy subject, but it is more embarrassing to invite someone to an event scheduled on – say – Yom Kippur and completely insult them. Also religious organizations can be good programming partners (as in number 8).

10. What are their special needs or even just likes? Do they really prefer an aisle is as important as if they require it. Are they injured and need special assistance? Do they love the mezzanine (or hate it). Do they like to arrive early to socialize or get in and get out quickly. You can't also meet their desires, but acknowledging you couldn't sometimes is just as good as not meeting them.

11. What are their other interests? Knowing they are a baseball fan is not enough – Mets, Yankees or Sox? Guess the wrong one and you could be in trouble. Do they love gardening? Play tennis every morning? Write a blog? If you know you are going to see them – use a personal hobby as a conversation piece.

12. Are they talkers? This is a tough one, but you have to be careful. Some people don't want to chat or make small talk with you – it isn't anything about you, perhaps your organization is really their spouses passion and they are really just supporting their spouse, so they really don't want to hear about the great new programs you have. Some people are just very uncomfortable with small talk especially in a crowded lobby or group, but one on one are happier. Believe it or not I often learn this from a box office person. I will be curious about someone who never really wanted to talk before a show and the box office will tell me how odd it is because they are Chatty Cathy on the phone when getting their tickets, so I follow up with a one on one call, and make stronger connection to that person in the manner in which he or she prefers.