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Royal College of Music

RCM Implements The Patron Edge® for Streamlined Ticket Sales and Complete CRM Integration

The Royal College of Music (RCM) is one of the world’s leading conservatoires. Founded in 1882, the RCM trains gifted musicians from all over the world for international careers as performers, conductors and composers and other significant leadership roles within the arts. Many of the graduates are at the very forefront of the international music scene. RCM professors are musicians with worldwide reputations, accustomed to working with the most talented students of each generation to unlock their artistic potential.

Challenge

  • The RCM had no systematic process for selling tickets, and was instead literally handing out tickets on a first-come first-served basis, with no information being captured on who was attending and why.
  • The majority of performances were free to attend which meant that tickets themselves had no real value, therefore people would often take more than they needed and then not turn up.
  • Virtually no direct marketing was carried out because there was very little information available to facilitate such a programme.
  • Supporter information was available through The Raiser’s Edge which was managed by the Development Office, however there was no dedicated box office to make use of this information in relation to performance attendance.

Solution

  • The RCM needed a system that would allow them to formalise the ticket sale process, providing stronger control over ticket allocation, generating revenue, and collating a bank of information on audience members which could be used for marketing purposes.
  • The solution would need to easily integrate with The Raiser’s Edge in order to exploit the information that was already held by the Development Office.
  • RCM selected The Patron Edge, Blackbaud’s comprehensive ticketing, marketing and CRM solution.

Results

  • The RCM’s ticketing process has now been formalised using The Patron Edge, with high-profile concerts being charged for and staff and students now entitled to just one free ticket per show.
  • Marketing capabilities have been transformed through the seamless integration between The Patron Edge and The Raiser’s Edge, allowing staff to build up a complete view of a patron in real-time.
  • A dedicated box-office now exists, with staff who are responsible for gathering information on supporters and their attendance, meaning patrons can be communicated with and treated accordingly.
  • Direct marketing initiatives are now facilitated through the recording of attendee information for all events, even the free ones.
 
 

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