Membership and Affiliation Survey

New for 2025-26, the Membership and Affiliation Survey will deploy on October 14, 2025 as a cohort, and continues our deep dive into customer loyalty. The survey explores ticket buyers’ interests in various types of membership programs and other affiliation opportunities, as well as adult education offerings. Its overall purpose is to provide guidance as to how to manage the range of opportunities to deepen engagement and involve patrons in your mission.

This survey will address questions such as:

• What motivates loyalty beyond attendance at ticketed events?

• What types of membership offers appeal to different segments of ticket buyers?

• What memberships and affiliations are most likely to ‘catch’ former subscribers and higher-frequency single-ticket buyers who don’t want to subscribe?

• What aspects of your mission are most likely to drive affiliation?

• What opportunities might be available to deepen engagement through adult education?

Results

To maximize learning, cohort members agree to share their results with other participating organizations through the WolfBrown Dashboard. A selection of aggregated results may be shared with the larger field through the Audience Outlook Monitor community. 

Level of Customization

We anticipate there will be different versions of the survey corresponding to different performing arts disciplines, but otherwise little customization.

Questions

For more information about this survey, contact Alan Brown, Managing Principal of WolfBrown at alan@wolfbrown.com.