Acquiring new patrons can be a real puzzler. First, you know the least about a prospective new patron. By definition, they haven’t been to your venue or show, so their data is scarce. Existing patrons already know and vote with their dollars, but new prospective patrons don’t. The key to solving this puzzle is “look-alikes.” Look-alikes are finding new patrons who behave like current patrons. This methodology can be applied to single ticket buyers, subscribers, and donors.