9 Things to Include in Your Patron Newsletter
By On The Stage Team
Patron newsletters are a powerful way to stay connected with your most loyal ticket buyers, but they can do much more than simply announce upcoming shows or keep your patrons in the loop. When used strategically, a well-crafted patron newsletter can increase ticket sales, boost your donation numbers, strengthen patron relationships, and build long-term audience loyalty.
If you’re in search of ways to turn casual attendees into passionate supporters of your performing arts organization, On The Stage presents nine essential elements to include in your patron newsletter for maximum impact.
1. Season Subscription Information
Season ticket subscriptions can be the bread and butter of your organization – and your newsletter is the perfect place to highlight their offerings, whether you’re promoting season subscriptions or unique ticket bundles.
Although not all patrons can afford a season ticket package, many appreciate the convenience and savings of buying multiple shows at once. However, they need clear reminders of the benefits they’ll receive if they take the plunge. Use your patron newsletter to explain what’s included in these bundles, how much they stand to save, and why subscribing just makes sense. Remember to flex member-only perks like priority seating or ticket purchasing, flexible exchanges, or exclusive VIP events, which can further sweeten the deal and encourage commitment to your full season.
2. Presale Access for Loyal Patrons
Everyone loves feeling appreciated for their business, and your newsletter is a great place to show appreciation to your most loyal patrons. Offering presale access to VIP members of your audience not only rewards their support but also creates a sense of exclusivity that’s downright addictive.
Early access to tickets, especially for high-demand performances or events, can significantly boost early sales momentum, all while building a stronger relationship with key patrons. Ensure you’re highlighting presale windows clearly in your newsletter, making it easy for patrons to act quickly with direct links.
3. Donation Callouts
Patron support should go beyond ticket purchases – and newsletters are a great place to (subtly) remind them of that. Including donation callouts within your newsletter allows you to share your funding needs without overcomplicating the process.
With direct donation links in your newsletter, patrons can give in just a few clicks. Whether you’re fundraising for your newest show, for community outreach, for educational scholarships, or other important needs, transparency (and some quality human-interest storytelling) about how donations make a difference can inspire generosity – and grow your bottom line. Win-win.
4. Patron Perks
Your patron newsletter should answer one question: What makes supporting your organization so special? Consider regularly spotlighting patron perks to reinforce perceived value and appreciation for your offerings.
These perks may include parking passes, concessions add-ons or at-your-seat concession delivery, merchandise discounts, meet-and-greets with cast members, cast talk-backs, or behind-the-scenes access like backstage tours. Highlighting these benefits encourages repeat attendance and reminds patrons that their loyalty is being rewarded with meaningful perks.
5. Season Teasers
We all love an exciting sneak peek or trailer – and a little mystery goes a long way. Teasing upcoming productions within your patron newsletter is a smart, savvy way to generate buzz, even if your next show doesn’t come out for a few months. You don’t need to reveal everything, after all: small hints, creative clues, or mysterious artwork can spark curiosity and, more importantly, conversation – especially online. Additionally, season teasers also help patrons plan ahead, ensuring no conflicts arise with your performance dates.
6. Impact Stories Powered by Your Data
Another pivotal question you can answer in your newsletters is why patrons’ support matters to your organization. By sharing impact stories backed by real data, you demonstrate your organization’s success and growth with the help of loyal patrons. Use audience-specific highlights like attendance milestones, record-breaking performances, or community outreach achievements.
Pro Tip: On The Stage’s best-in-class analytics make it easy to pull meaningful insights and transform them into compelling stories that reinforce trust and pride in your organization’s mission.
7. Merch Spotlights
Your newsletter is prime real estate for promoting your online store and pushing merchandise sales. Featuring new, time-bound, exclusive, or popular items can drive additional revenue while deepening your patrons’ connection with your brand.
Whether you’re touting shirts, hats, posters, coasters, programs, or limited-edition collectibles, a short spotlight in your patron newsletter with a strong visual and embedded purchase links can encourage impulse buys.
8. Audience Testimonials
In a world that relies heavily on word-of-mouth, social proof is powerful… especially in the arts. Including audience testimonials in your patron newsletter allows audiences to hear directly from their peers about why your performances (and your organization at large) matter. These quotes or stories can highlight emotional moments, standout performances, or overall satisfaction with your theatre, from their first click to the actors’ final bows.
Pro Tip: Audience testimonials can be easily collected using On The Stage’s post-show surveys.
9. A Clear CTA for What’s Next
Audience members have a lot going on, which means that your newsletter should easily guide them towards a specific next step or call to action. Whether that’s buying tickets, subscribing to a season, donating, exploring upcoming events, or purchasing merchandise, a clear CTA helps convert newsletter engagement into tried-and-true results.
Pro Tip: Avoid overwhelming your patrons with too many options, and instead focus on one primary CTA per newsletter.