Telemarketing renewal rates at The Studio Theatre: The long-term impact on subscriptions

This thesis determines whether the long-term value of telemarketing to sell theater subscriptions is worth the investment of money, time, and human resources, despite the public's negative perception and the low renewal rates of subscribers who initially buy over the telephone. Through case study analysis of The Studio Theatre, a professional, nonprofit theater in Washington, DC, this study records and analyzes renewal rates of telemarketed subscribers over six years, and compares the cost-effectiveness of telemarketing to direct mail. An overview of telemarketing, and an analysis of current regulatory activity is included, as well as a discussion of the evolution of subscriptions for the nonprofit theater. The results of this study reveal that no other marketing tool has been as effective at attracting new subscribers, and that telemarketing is well worth the investment because it more than pays for itself during the first year.