Consumer Dynamics in Nonprofit Organizations

The study of consumer dynamics, that is behavior patterns over time, can lead to a better understanding of users than can a static analysis. In this study, the theater attendance behavior over the preceding five year period of current subscribers to a major repertory theater was examined. Some of the findings provided new insights and led to reassessments of previous beliefs. The results are discussed and the implications of these results, both for attracting subscribers and obtaining contributors, are explored. These results have helped management in making several significant policy changes.