Build Your Patron Journey: A Workshop with PatronManager

Leading patrons on a Path to Greater Engagement


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?



In this 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 programming 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.

Paul Miller, VP of Sales & Marketing at PatronManager, is your guide for this 2-hour session into the patron journey. Enjoy a networking breakfast courtesy of PatronManager before the session begins!

Who Should Attend:

Marketing Directors, Development & Fundraising Staff, Data Analysts, Managing Directors, and Other Interested Arts & Culture Staff

When and Where:

Thursday, June 7 | 9:30 AM - 12:00 PM | Boston Center for Adult Education | ArtsBoston Member Cost: $15 | Non-Member Cost: $30 Register Here


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 was an early-adopter of PatronManager, bringing the Glimmerglass Opera on board in 2011, and he has since served dozens of PatronManager clients in areas as wide-ranging as pre-implementation onboarding, complex data migration, premium level support, and strategic PatronManager consulting. He frequently represents Patron at industry conferences and is currently responsible for Patron’s sales and marketing departments.

Questions? Need communication access services for this event? Please contact us.

This workshop is sponsored in part by

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