The job of every nonprofit development professional is to build solid relationships.
That’s what distinguishes fundraising from begging. The more engaged prospective donors are, the far more likely they will be to become supporters. The stronger the relationship with donors, the more likely they will be to give again and give more.
In the performing arts world, effective engagement is also important because, in addition to the performance product, it can lead to ticket sales.
The development and marketing people at A Noise Within Theater Company in Pasadena, California understand the importance of solid engagement and strong relationships. They also understand the power of a tasty cookie.
Let me just make two points perfectly clear:
- I’m not talking about just any cookie. I’m talking about a delicious cookie from Wildflour Bakery in Sierra Madre.
- I’m not the one awarding the free cookie. The creative minds at A Noise Within Theater Company are making the offer.
Antony and Cleopatra, 2012
The Company’s “mission is to produce world-class performances of the great works of drama in rotating repertory with a resident company; to educate and inspire the public through programs that foster an understanding and appreciation of history’s great plays and playwrights; and to train the next generation of classical theatre artists.”
You might think that a theater company that performs the classics would be dull and stuffy. But, you’d be wrong if you thought that about this Company. While the Company’s performances are rooted in the classics, its marketing is 21st century. You’ll find the Company on:
The Company’s new website has recently launched. On September 6, the Company made this announcement on its Facebook wall:
The WEBSITE is LIVE! While we are still in ‘Preview Mode’ we encourage you to go exploring! In fact, each [Facebook] fan who finds a new TYPO gets a certificate for a FREE COOKIE the next time they’re at the theater! Email marketing[at]anoisewithin.org to submit your typos and enjoy the new Website!”
This isn’t stuffy at all.
Rather than hiding from potential mistakes, the Company has boldly announced there may indeed be typos on its website. They revealed their interest in hunting down those typos. They engaged the public in a fun, and possibly rewarding, copyediting exercise. They encouraged the public to not just visit the website; they invited folks to spend time there actually reading.
Michael Rosen Says... 