Converting subscribers and single-ticket buyers to members: The Friends of the Kennedy Center and the National Symphony Orchestra Association

The conversion of subscribers and single-ticket buyers to members is analyzed by studying telemarketing campaigns of two membership organizations. The Friends of the Kennedy Center is a membership organization comprised of donors supporting programs of the John F. Kennedy Center for the Performing Arts, while the members of the National Symphony Orchestra Association help to support the programs of the National Symphony Orchestra. The thesis highlights the methodology used for both campaigns. Statistical results of the campaigns are presented and contrasted. Conclusions are based on written materials, interviews, and a marketing study.