Des Moines Performing Arts is a performing arts center dedicated to engaging its community through world-class arts, entertainment, education, and cultural activities. With Allegiance Group + Pursuant’s help, Des Moines Performing Arts moved from a transactional relationship and invested their resources strategically to cultivate those donors most likely to deepen their relationship. Allegiance Group + Pursuant used three analytics tools, each building on the information and insights gained through the previous tool, to form a comprehensive transition strategy. 

The Challenge

Since its inception, Des Moines Performing Arts has had a transactional relationship with its supporters: donate in exchange for better seats and other special benefits. Seeking ways to transition donors to a more relationship-oriented, philanthropic model of support, DMPA contacted Allegiance Group + Pursuant to identify donors most likely to be able to make that transition.

The Solution

Allegiance Group + Pursuant used three analytics tools, each building on the information and insights gained through the previous tool, to form a comprehensive transition strategy.

• First, the 3D Assessment File Analysis and Prioritization model developed a current state snapshot of DMPA donors and ticket purchasers to identify trends at every phase of the donor pyramid.

• Next, the Strategic Segmentation work identified those ticket purchasers most likely to make a philanthropic gift in addition to their ticket purchase and uncovered high-potential priority groups within their file that could be used to tailor fundraising messages most effectively.

• Finally, Journey Mapping helped DMPA uncover the foundational people, process, and technology building blocks needed to create a meaningful donor experience.

The Results

Using the segmentation insights, Allegiance Group + Pursuant created an action plan that enabled DMPA to invest its resources strategically to cultivate those donors most likely to deepen their relationship. We also recommended tracking the philanthropic-to-ticket ratio as a key metric for continued segmentation and messaging refinement.

Most of all, by implementing all three solutions, Allegiance Group + Pursuant was able to go beyond analytics to partner with DMPA to build a strategic roadmap for their long-term success.