Case Study: World Arts West achieves sold-out festival venues with Mailchimp's tags and segmentation

World Arts West is leveraging audience management tools to share their story and sell out new venues

World Arts West, a Bay Area nonprofit that produces the San Francisco Ethnic Dance Festival, needed a way to manage and market to overlapping audiences—over 20,000 local artists, 40,000+ ticket buyers, plus donors and volunteers—while operating with a one-person marketing team. To address this, they turned to Mailchimp and specifically its tags and segmentation features to organize contacts by actions (e.g., ticket buyers, volunteers, donors).

By using Mailchimp tags to label contacts and segments to send targeted messages, World Arts West delivered more relevant outreach and dramatically improved ticketing outcomes. Mailchimp’s CRM and audience-management tools helped the organization exceed attendance expectations and sell out large venues such as the War Memorial Opera House and Zellerbach Hall, demonstrating clear, measurable impact on event attendance.

World Arts West

Terry Conway

Marketing and Communications Director