Arts Marketing Association

The Fundamentals of Loyalty — the path to amazing supporter relationships

 4 September @ 3:00 pm - 5:00 pm 

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What is it about?

Discover the psychology of loyalty and how to convert research in this field to actionable strategies in your organisation. You’ll explore intrinsic versus extrinsic motivation, relationship building, establishing trust and personal communications.

Ron will support you setting behavioural goals, exploring what you’d like to achieve with your audience and how to action this. All with objective measurements of success. You’ll leave knowing what obstacles to success may occur when building audience loyalty – and how you can overcome these.

What will I gain?

  • Insights into audience motivation and establishing trust
  • Advice for what you’re trying to achieve with your audience loyalty and clear steps for achieving it
  • Tips on setting audience behavourial goals and measuring success

Who is it for?

Those in a position of setting strategies and implementing changes in your audience development plans.

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA member rate: £55 + VAT
  • Non-Member: £115 + VAT


Ron Evans, President, Group of Minds

Ron Evans is a consumer researcher and principal consultant at Silicon Valley behavioural consulting firm Group of Minds. He assists non-profit organizations to change patron behaviour through experiments that challenge assumptions in marketing, technology, and consumer psychology. His current interests include studying the ways arts patrons make decisions, including motivations and influences for ticket purchasing, organizational loyalty, and the impact of social influence on donations.

He is an affiliate member of both the American Psychological Association (, and the Society for Consumer Psychology ( Ron also teaches courses in Audience Engagement, Consumer Psychology, and Emotion for the M.A. in Arts Management program at Claremont Graduate University and AACSB-accredited Menlo College. Case studies, research findings, and testimonials on Ron’s work can be found at

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