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Ron Evans

Principal Consultant, Group of Minds

Ron Evans, principal consultant, group of minds

Ron Evans

As principal consultant at Group of Minds, Ron Evans uses the science of behavioral psychology to encourage and reward positive customer behaviors. He designs experiments that challenge assumptions in marketing, fundraising, and customer experience, and teaches organizational leaders his process.

His current interests include studying the ways arts patrons make decisions, feel loyalty, and are impacted by social influences of their peers. He is an affiliate member of both the American Psychological Association (, and the Society for Consumer Psychology (

He is a frequent speaker at international conferences, including the Arts Marketing Association of the U.K., (where he is also a mentor for the AMA’s Digital Marketing Academy program) the Australian Arts Council Arts Marketing Summit, the National Arts Marketing Project Conference/Americans for the Arts (NAMP), the International Ticketing Association Conference (INTIX), The Conference on Community Arts Education, the Western Arts Alliance Conference, the League of American Orchestras, and the Getty Leadership Institute.

Ron currently teaches graduate courses he designed for the Arts Management and Art Business program at Claremont Graduate University (“Managing Arts Engagement,” and “Social Media Advertising”) and in consumer and emotional psychology at Menlo College in Atherton, CA.

Ron has a history in the field of studying human behavior and technology. After a successful career in user interface design for the videogame industry with prominent firms such as Atari Games and FASA Interactive, Ron moved into the nonprofit sector to follow his lifetime love of the arts. He was employee #3 at Artsopolis, a Silicon Valley startup fueled by a $750,000 grant from the Knight Foundation to create marketing innovations and collaborations among cultural groups. There, he launched the arts calendaring platform (, which has generated millions in revenue as the premier cultural event calendaring platform for 50+ cities around the world.

Testimonials on Ron’s work from current and past clients can be seen at: (

  • Ph.D. (in process) researching emotion in relation to arts & cultural experiences, University of Central Lancashire, UK
  • M.A., Organizational Psychology emphasis in Consumer Psychology, The Chicago School of Professional Psychology, 2013
  • B.A., Film & Video, Columbia College Chicago, 1996
Current and recent arts marketing, technology, and psychology projects include:
  • Trained organizational leaders in human observation, analytics, and conversion tracking at the Victoria & Albert Museum in London, UK
  • Advised on the research, creation, and marketing of the London Philharmonic Orchestra’s new points-based loyalty program focusing on increasing subscriptions from single-ticket buyers to orchestra concerts
  • Design and implementation of a “donor loyalty reward system” to change giving behavior for Playpenn, Philadelphia
  • Experimental design to assist the Cantor Arts Center of Stanford University to gather contact information from mobile museum attendees
  • Mentor for four arts and cultural organizations as they designed and executed four digital marketing experiments for the Arts Marketing Association of the UK’s CultureHive Digital Marketing Academy 1.0, 2.0, and 3.0.
  • Research of arts patron mobile use/preferences 9-year longitudinal study in five U.S. cities (most recently updated in 2015 and available on
  • Advised on design and implementation of the Philly FunPerks loyalty system, a program of the Philadelphia Cultural Alliance
  • Complete marketing plan design and implementation for The Western Stage’s 2015 and 2016 seasons
  • Research on audience preferences and design of 12 outreach projects for the “Downtown Doors” visual art program of the San Jose Downtown Association
  • Design and implementation of the 5-month ENGAGE 2012 arts marketing program for the L.A. County Arts Commission
  • Research of social media integration into ticketing systems in the U.S. and U.K. (Presentation at AMA Conference, UK)
  • Design and launch of ( the online portal for intrinsic impact study in the arts for Alan Brown of WolfBrown
  • Designed a day-long workshop on “The Psychology of Loyalty” and delivered for the Americans For The Arts NAMP Marketing Conference
  • Research to gather website usage preferences of users of a major online classical music resource, to drive the refresh of the online site design of San Francisco Classical Voice (focus group/interview protocol design and facilitation)
  • Procuring ticketing, marketing, & CRM system for City Lights Theatre Company
  • Website functionality/user interface/ticketing revenue consultant for Stanford Lively Arts, Stanford University
  • Website functionality/user interface/ticketing revenue consultant for Ford Theatres in Los Angeles
  • Procuring ticketing, marketing/CRM system for the Artsopolis Marketing Partnership/Arts Council Silicon Valley
  • System and functionality design for Fractured Atlas’ “Athena Tix,” the world’s first open-source ticketing system
  • Developing requirements and concepts for next generation software tools for audience development for Project Audience in the US, funded by the Andrew W. Mellon Foundation
  • Procuring ticketing, marketing, & CRM system for the Pittsburgh Arts Council
  • Lecturer on online marketing and location-based technology for arts and cultural groups for CultureLab, a combined collaborative initiative with the University of Chicago and nonprofit consulting firm WolfBrown
  • Creator of Group of Minds’ “Social Media Audit” system, currently applied to the Greater Philadelphia Cultural Alliance, the L.A. County Arts Commission, the California Society of Traditional Arts, and other arts clients
Specific skills:
  • Observation and analysis of customer experiences and interactions (in venue and/or online)
  • Research and evaluation of consumer trends and behavior
  • Organization and consumer behavior change management, including social influence, retention, and loyalty mechanisms
  • Experiment design for marketing, fundraising, and customer experience strategies
  • Technology collaborations/partnerships with for-profit or nonprofit partners
  • Technology/vendor selection for online ticketing, donor database, and email marketing systems
  • Assisting funders to help organizations create stronger programs, and evaluation of results

“First, I preface my recommendation by saying that Ron’s creative and intellectual work as both a leader and an educator is unparalleled in my experience working with a number of industry experts. His varied teaching methods are more energetic and innovative than most of the 1,000+ presenters that I have hired to speak over the last four years. Between our annual conference, localized marketing workshops, and webinars, I find Ron to be one of the most reliable, eloquent, and stellar public speakers; his natural ability to skillfully address audiences of all sizes with a lively presentation style filled with practical information reflects this…”
-Laura Kakolewski, Manager, National Arts Marketing Project, Americans for the Arts

“Ron Evans made the process of building our new website exploring intrinsic impact for the arts: simple and easy.  His experience with search engine optimization also has been extremely helpful.  Ron’s approach to working with us was no b.s. and highly accessible, but steeped in a deep understanding of the technologies and how humans interact with them.”-Alan Brown, Principal, WolfBrown

“Thank you so much! This is all such fantastic work. I love that there could be really concrete (and sometimes simple) fixes. I also love how the rating system as well as your presentation really challenged the grantees to think about their online marketing in terms of quantifiable measurements – something that I think they are not used to doing, but now with the technology are able to pretty easily. I am pleased to see CCF arts grantees already implementing suggestions and seeing results.”-Leslie Ito, Program Officer, California Community Foundation

“For his deep knowledge of marketing and the Internet (and where the two come together), his passion and commitment to his work, his natural gifts as a teacher and discussion moderator, his impressive connections in the field (through whom he continuously enriches his base of knowledge), and his all-around likable and generous demeanor, I give Ron Evans my highest recommendation.”-Matt Campbell, Director of External Relations, Stanford Lively Arts

“Your interactive presentation energized everyone and provided our members with great inspiration and new ideas and techniques about ways to engage their current and prospective audiences… Your framework for the different reasons people will commit to buy helped people think about transactions in a different way… Our entire team at CultureSource wishes to express our gratitude!”-Maud Margaret Lyon, Executive Director, CultureSource

For more information, please contact:

Ron Evans, Principal
Group of Minds INC. | Influencing audiences via marketing, technology, and behavioral psychology | 408-646-9543 |
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