Theatre Survival Plan in Uncertain Times

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Volume XVII
Issue 5
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The Art and Science of Enhancing Your Mission, Attendance and Fundraising

Visit .com
tsreach
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Conference-
at-a-Glance
October 8, 2009:
Patron Technology’s
E-marketing
E-mersion E-vent
– Arts Reach Edition
October 9 & 10,
2009: Regular
s we enter a new decade in what board members who are equally impa- Conference
A has still felt like a new and very
chaotic century, how are the arts
tient because they see that things have
been stagnant for a long time? October 11, 2009:
going to restructure their marketing, fund- If you realize that the old practices Revolution in the
raising, and governance efforts to capture simply won’t work any more, then this is Board Room Day,
patrons who are changing exponentially? the conference for you. Join like-minded Presented by Kay
professionals for an extraordinary week- Sprinkel Grace
Are you ready for the wave of change? end of learning, discussing, socializing,
Are you anticipating which new technolo-
and relaxing. With a theme this timely Inside
gies, messages, and cultivation strategies will
be the most effective for your unique situa-
and a line-up this strong, it might liter- Arts Reach:
ally prove to be the conference where the
tion? Have you set the most prudent course Trends 2
future of the arts in North America for
for maximizing short-term donor net income Survival Strategies 5
the next decade is determined. Budgeting 10
and long-term contributed income growth?
Are you ready for younger board members Messaging 12
See pages 15-19 for complete details LA Conference 15
who have different expectations and for older

ARTS REACH SUPERTEAM
RTS EACH UPER EAM

1 Arts REACH ◆ www.artsreach.com ◆ 1-888-881-5861
1

What Comes After the Recession?
BY MAL WARWICK
re you thinking that the vision and mission that drive I thought through the nonprofit
A you’ve got enough prob-
lems now without being
your efforts can’t be fulfilled this
year, or next, or even the one after
sector’s prospects for the future.

distracted by thoughts of how
First, donors will cease to be
that. So, it’s essential you keep in
you’ll raise money a year or two or
statistics.
mind how the changes you put in
➤ Mass mail will be passé. Today’s
three from now? I thought so. But place now will affect your chances
segmentation tools will be primi-
hear me out, please. of thriving once the economy
tive by comparison with tomor-
Right now, finally starts upward again.
row’s targeting techniques.
as economic I was given an opportunity to
One-to-one marketing will be a
conditions bear think about this challenge when
necessity, not a fantasy.
down more and I was invited to speak briefly at a
➤ Large charities clinging to enor-
more heavily on luncheon held during the Direct
mous donorfiles will lose ground
your organiza- Marketing Association Nonprofit
to those that emphasize donor
tion, chances are Federation Washington Nonprofit
quality over quantity.
you’re making changes . . . changes Conference in Washington DC,
➤ Donors will shun nonprofits that
in the ways you raise money, in the early this year. Three overarch-
treat them like numbers. Those
programs you trim and the ones ing realities clearly stuck out as
you fund fully, perhaps even in the
people who work with you. Tough See Mal Warwick in person as he presents the opening
times impose change. keynote and a breakout session at the Arts Reach
But it’s not enough to survive. National Arts Marketing & Development Conference in
No doubt your organization is in Los Angeles October 8-11, 2009. Visit www.artsreach.
business for the long haul, because com/conference.html for more details.

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E Ruddlize It: Marcom On Call

A
s a member of the Arts Erik Curren of the American Shake- will revolutionize your marketing
Reach community, you speare Center says, “Wow! Thanks for program and process. Visit www.
may have read one of my the detailed feedback. You really are the arts.ruddle.com for complete details
articles in the Arts Reach journal Go To Guy for analysis of collateral.” or contact me directly at 408-234-
or attended one of my sessions at If you know me already, then you 3670 or arts@ruddle.com with
an Arts Reach conference about ef- know that I’m a big advocate of you your questions and comments, or to
fective marketing communications sharing your marketing ideas, copy and just sign up.
and/or cost cutting. Since 1988, designs with “an extra pair of eyes”
Sapere Aude,
I have met and consulted with before and during production because
hundreds of arts marketing profes- it will save you from costly mistakes, as
sionals, and I have loved adding well as spark interesting insights and
sizzle, improving readability and creative ideas. Since those needs arise
Henry Ruddle
juicing up the effectiveness of their frequently and sometimes unpredictably
marketing programs. throughout the year, I’ve developed
Cathy Cassetta of the Tabard three ways that are inexpensive and
Theater Company says, “Your com- convenient for you to reap the benefit
ments were right on the mark! of having that extra pair of eyes.
It was so easy to work with you, The inexpensive “Instant Ruddle”
and your creative suggestions program provides valuable insights and 5542 Monterey Road, Suite 329
transformed our postcards for a practical advice by phone and email. San Jose, CA 95138-1529
very small investment of time and “Ruddle Plus” kicks it up a notch. arts@ruddle.com / arts.ruddle.com
money.” Finally, “Onsite Ruddle Plus Plus” OFFICE PHONE 408-556-8965


that provide superlative donor nonprofits and businesses alike ever happens, we’ll confront new
care will flourish. to tackle specific problems. technologies, new expectations,
➤ Donor “Circles of Excellence” new opportunities. Yesterday’s
Second, new ways will
will attract big funders to ad- tools won’t do the job.
emerge to finance nonprofits.
dress large, measurable chal- Will you be prepared?
➤ Lines will blur among nonprof-
lenges and meet quantifiable Think about it!
its, for-profits, and funders.
objectives. Mal Warwick has been raising money
Those who now start nonprofits
➤ Small donors professionally since 1979 and has gained
will favor any organizational worldwide recognition as an author, con-
will flock to
form that offers an easy route to sultant, and trainer. He has written or ed-
mutual-fund-like ited nineteen books, including Fundraising
funding.
investment ve- When Money is Tight and How to Write Suc-
➤ Social enterprises of all types cessful Fundraising Letters. Mal is Founder
hicles, by-passing
will bloom, some nonprofit, and Chairman of Mal Warwick Associates
individual nonprofits to address
some for-profit. Corporations and Co-Founder of Donordigital (Berkeley,
broader issues. Calif.), which specialize in direct response
will launch their own social
fundraising. He has been a top-rated speaker
services. “Donors” may loan or Will any of this truly come to at conferences throughout North America for
invest as well as give. pass? 20 years, and worldwide since 1999. Mal has
➤ Social finance will mature, creat- Beats me! Your guess may be as taught fundraising on six continents to non-
profit executives from more than 100 coun-
ing large-scale capital markets good as mine. However, if you look tries. A Peace Corps Volunteer in Ecuador
for nonprofits—and thus compe- around the nonprofit sector world- in the 1960s, he has lived in Berkeley since
tition for us fundraisers. wide with an eye for detail, you’ll 1969. You may reach Mal through www.mal-
warwick.com or by email
probably see signs of many of these
Donors will invent new forms at mal@malwarwick.com.
possible trends in today’s emerging Reprinted with permission
of engagement.
practices. from the May 2009 edition
➤ Major donor or foundation of Mal Warwick’s News-
But no matter. Today’s condi-
consortia will flourish, issuing letter: Successful Direct
tions and today’s trends won’t de- Mail, Telephone & Online
Requests for Proposal (RFPs) to
fine tomorrow’s challenges. What- Fundraising

ACH
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E It’s the Economic Challenge of a Lifetime.
What’s in Your Marketing Toolbox?

F
inding more new pa- ➤ Are you measuring patrons’ ➤ Have you harnessed the
trons, achieving high lifetime value? business intelligence
rates of subscriber ➤ How many patrons of all power in your arts com-
renewal, acquiring patrons kinds—subscribers, donors, munity?
with greater efficiency are and single admission buyers— Audience and revenue
no longer sufficient strate- stay with you year to year? growth depend on how well
gies to sustain patronage you understand, adopt, and
➤ How much time and money
and revenues. implement new fundamen-
are you investing to keep
Current economic chal- tals that assure patron reten-
patrons coming back?
lenges crystallize the need tion and lifetime value.
to refocus on today’s critical ➤ Do development and market-
questions for arts organiza- ing departments function as
tions’ leaders: partners or adversaries?

Learn how to become a
New Century Arts Organization at www.trgarts.com

Arts REACH ◆ www.artsreach.com ◆ 1-888-881-5861
3

SOME OF THE NATIONAL ASSOCIATIONS THAT COLLABORATE WITH ARTS REACH:
OME OF HE ATIONAL SSOCIATIONS HAT OLLABORATE ITH RTS EACH

INTERNATIONAL TICKETING ASSOCIATION
Advancing the Success of the Admission Services Industry

Leadership Education for Arts
and Culture

Leadership, Service, and Advocacy The National Service Organization
for America’s Orchestras for Professional Dance

A Communit y of Professionals,
A World of Performance

The only not-for-proﬁt service organization
St rengthening Choruses and dedicated to musical theatre.
Increasing Appreciation for Choral
Music So That More People Are
Enriched By Its Beaut y and Power.

AAM’s mission is to enhance
the value of museums to their
communities through leadership,
THEATRE COMMUNICATIONS GROUP advocacy, and service
The Nat ional Organization for the American Theat re

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letters. Please send typed manuscripts or letters to Arts Reach, 38
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Arts Reach Unlimited, 38 Holliday Drive, Novato, CA 94949. Phone
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Tom Kouzes, The Leadership Challenge CA. POSTMASTER: Send address changes to: Arts Reach, 524 San
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available at $12.90 each. Reproduction in whole or in part is allowed
with written consent only. Views expressed herein are those of the
author exclusively. All articles are true and factual to the Publisher’s
Volume XVII • Issue 5 knowledge; however, the Publisher accepts no responsibility for any
errors contained herein.


Survival in Uncertain Times:
Not-for-Profit Theater Companies Staying on BY CARL SYLVESTRE
Mission and Focusing on Innovation
ven in prosperous times, the many activities that are our artistic programming.
E fundraising for and
marketing of productions
critically needed to produce These works provide
their work. In some cases it students and adults with
are always a challenge for most means moving forward with the best theater and
theater companies throughout the productions by adjusting outreach
United States. Therefore, it does not producing methods and programs
come as a surprise that this cur- in other cases it means that we can
rent financial crisis is pushing many expanding on programs offer,” states
not-for-profit theater companies to aimed at redefining Robert Weber
stretch their resources to the break- how their audience Federico, the
ing point. Yet in spite of the gloomy will interact in the company’s Ex-
daily headlines, the motto “the future. ecutive Direc-
show must go on” is alive and well. tor. “We are not
This year the New York-based
Commitment
cutting out on
Tony Randall Theatrical Fund
to Artistic
the advertising
expanded its grant making guide-
Excellence
or canceling our
line to support the work of some
and Serving the Artists
commitment to the artist.”
For many companies, with or
theater companies it believes are Now in its 17th season, LABy-
without a cash reserve, budget cuts
addressing this economic downturn rinth Theater Company is a multi-
are a necessity and they have to be
with a focused determination to cultural, multi-disciplinary collec-
made strategically, so that they are
keep their mission alive. “In un- tive of 116 artists with boundless
not at the expense of the artistic
certain times, it is very difficult for creativity and inspiration. The
output. Repertorio Español, the
many theaters to stay the course, company aims to continue offering
Spanish-language producing theater
yet many are finding ways to de- new opportunities to artists who
company now in its 41st season, is
liver and stay true to their mission are always in need of space to work
forging ahead with
with creative initia- on new projects. With the increase
tives,” states Heath- “The perception that three long-planned
in hourly costs of city studio/re-
er Randall, chair of you do not want to be and funded works: hearsal space, this season LABy-
Pedro Calderón’s
the fund. Nine New seen as actively sharing rinth consolidated its resources and
classic play “Life
York theater com- moved to a new location comprising
panies with annual your audience is fading
is a Dream;” an
office, rehearsal and meeting space.
original adaptation
operating budgets away at the moment.” of Isabel Allende’s LAByrinth’s artist members can use
from $500,000 to the space at no charge to develop
best selling novel The House of the
$5 million were selected to receive new work. Although this move has
Spirits; and “Letters to a Mother”
general operating grants ranging increased the company’s overhead
by up-and-coming Venezuelan-Amer-
form $5,000 to $10,000. cost, it has also enabled increases
ican playwright Marcelo Rodríguez.
Highlights of some of these in earned income through rentals
“We could have
innovations are discussed in this and educational programming. As
shied away from
article. As a golden rule, vigilance so much of the company’s core
bringing these
to the bottom line is a primary activities now take place in the new
exciting works,
concern of these theaters with a space, members interact more often
but we feel we
commitment to balance the bud- with one another, thus reinforcing
can better survive
get. However, for most of these the community spirit that is at the
with a strong
companies, an economic downturn heart of LAByrinth’s mission.
presence and by
is not the time to pull back on
not jeopardizing Continued on the next page
5

Uncertain Theatre Workshop, where, in Spring
2008, it presented to great acclaim
It is a balancing act
for ERS, “starting a
Times an adaptation of William Faulkner’s new piece now is as
Continued from The Sound and The Fury (April challenging as ever
page 5 Seventh, 1928), ERS is now devel- due to our densely
Exploring various oping a new piece based on Ernest packed touring
production models – Hemmingway’s The Sun Also Rises schedule and in-
Expanding collaborations for the Workshop’s 2010-11 season. creasingly limited financial support
As a means of controlling Additionally, “The Sun Also available for new work. Neverthe-
expenses without sacrificing their Rises” has secured commissioning less, we feel it is critical to balance
artistic output, many companies support from the the presentation of finished work
are forming new producing partner- Ringling International with a commitment to developing
ships. For some this practice has Arts Festival. The a new piece even though works-in
always been part of their operations production has been progress and long rehearsal periods
and for others it means jumping on invited to the Phila- are far less lucrative than interna-
a long-resisted bandwagon. delphia Live Art Festi- tional touring,” states John Collins,
Elevator Repair Service (ERS), a val and the Edinburgh the company’s Artistic Director,
theater ensemble company creat- International Theater Festival in Fall “the ongoing creation of new origi-
ing new works for eighteen years, 2010. The company will perform its nal work is central to our mission.”
has seen its professional profile show “Gatz,” a six hour two-part dra- Another young ensemble compa-
increase in the past three years and matic reading of F. Scott Fitzgerald’s ny, The Civilians, is in the process of
aims to continue on that trajectory The Great Gatsby at the Brisbane moving as a project-based ensemble
by continuing to build its partner- Powerhouse Theater and Sydney to a more cohesive institution that
ship base and expanding on their Opera House in Australia and it can support several projects in a
artist experimentation. As the will be part of Boston’s American given season as well as ancillary
theater-in-residence at New York Repertory Theater 2009-10 season. programs. The company’s produc-

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tion model involves in-depth com- residencies to full productions. A Series of small-scale work-in-prog-
munity-based research; their investi- new work in progress, “The Great ress productions. “Throughout our
gation of the Evangelical Christian Immensity,” about climate change, existence we have always sought
Political Movement resulted in “This will be developed in partnership to create collaborations with other
Beautiful City” presented in Wash- with Princeton University and the theater companies. In the past we
ington D.C., Los Angeles and New McCarter Theatre with the company have often supported the work of
York City this past year. To reach working with faculty and students smaller companies with co-produc-
the goal of being a cohesive body, from the Princeton Environmental tions; now we are embarking on co-
the company is strengthening the Institute and Program in Theater productions with larger companies
partnership with universities and and Dance to develop the piece. than ours,” says Jennifer Garvey
larger producing theaters. Faced with the possibility of Blackwell, the Vineyard’s Executive
“We are finding that different decreasing the size and scope of its Director, “the benefits of these co-
organizations are now more open programming, the Vineyard The- productions are not only financial.
to work collaboratively in the atre, a theater dedicated to produc- It has often been to the benefit
development process of a piece ing new works, is actively seeking of the creative team who are now
and in some cases it is more than co-productions for all of its 2009-10 working with an expanded group of
just with one collaborator,” says projects. In Spring 2010 it will new collaborators.”
The Civilians’ Managing Director co-produce with New York’s Play-
Redefining the relationship
Marion Friedman. These partner- wrights Horizons the new musical
with the audience
ships are providing support on “The Burnt Part Boys,” while
One fear is that with co-produc-
various levels, from short writing continuing its Developmental Lab
tions, many companies risk losing
the brand identity that they have
“We are finding that different organizations are built over many seasons. The percep-
now more open to work collaboratively in the tion that you do not want to be seen
development process of a piece and in some cases as actively sharing your audience
is fading away at the moment. Next
it is more than just with one collaborator.” Continued on page 8

7

Uncertain American Drama. Another evening
is a reading by Eric Bogosian on
Times Dracula, since the actor-playwright
Continued from expressed an interest in exploring
page 7 that character. Thus, the audience
season Vineyard subscribers will be was treated to a reading of a play,
offered, as part of their package, one discussion and a historical context of
production to St. Ann’s Warehouse, the character. “We wanted to have a
a presenting cultural organization in dialogue with the audience in mat-
Brooklyn, NY. ters beyond what is happening on
“We have to believe that audienc- the stage,” adds Dow.
es want greater exposure to what A commitment to the mission to
else is going on in the theatrical sustain and expand the audience for
community and beyond,” states The classical theater in New York City
New Group’s Managing Director is the driving force at Classic Stage
Oliver Dow, which co-produced with Company (CSC). It is increasing the
the Vineyard the 2003’s Tony-Award reduced group sales program, espe-
winning musical “Avenue Q.” The cially to student and disadvantaged
New Group is actively seeking other audiences. “These targeted discounts
non-theatrical cultural partner- are ensuring that our productions
ships to expand the are fully accessible to all members
base of its audience. of our community regardless of
Ancillary events often their economic circumstances, while
reserved for cultivat- also ensuring fuller audiences for
ing donors are now our hardworking artists on stage,”
part of the marketing fabric of states Jessica Jenen, the theater’s
any growing theater company to Executive Director. CSC’s ancillary
welcome new audiences, as well as programs aim to remove the fourth
strengthening the relationship with wall by inviting audiences to many
long-term supporters. activities such as open rehearsals.
“Our aim in these difﬁcult times “Our goal is to continue to grow
is to make sure that the theater is our community via personal involve-
more than a leisure activity and that ment among our patrons, so that
it can be part of what makes us a they will feel less like customers and
community in this city,” continues more like family. The same approach
Dow. As a result of the current informs our relationship with the
economic downturn, The New Group artistic community,” adds Jenen.
has implemented “Dark Nights at
The New Group,” which brings Beyond the crisis: Looking ahead
theater artists together during the Building a loyal supporter base
season for a public presentation remains a top priority for these com-
and cultural discussion. Inspired by panies. The downturn in the econo-
its production of Eugene O’Neill’s my is an opportunity to strengthen
“Mourning Becomes Electra,” it pro- the relationship with long-standing
duced a panel that featured O’Neill patrons because these supporters
biographers Barbara and Arthur are critical for the future growth
Gelb, playwright Tony Kushner of these theaters. These companies
and actress Zoë are looking beyond
Caldwell reading the economic crisis
from O’Neill’s work and aim to build the
and discussing audience that will
his inﬂuence on be there to support
their long-term


aspirations. The message to convey because we love the art form. The-
to audience members and funders
“My hope is that ... ater has always been about innova-
is that they are worthy long-term those with the means to tion and survival and the pleasure
investments. support the theater do not that we get that comes from
“Our aim is to take action now producing the work of these artists
to continue building an audience shy away...” and getting the audience engaged.
that understands The Flea and will ly with the artists and invite guests That challenge is not going to go
invest in our future and long-terms who are prospects for support. away,” accord-
goals,” says Carol Ostrow, Produc- The challenge of planning for ing to Reperto-
ing Director of Off-Off Broadway’s the next couple of seasons in this rio Español’s
The Flea Theater. The Flea is economic climate is daunting, as Federico. “My hope is that in this
launching the “Flea-I-P” campaign long-term commitments to the downturn in the economy, those
designed to capitalize on those artists have to be made, but sur- with the means to support the the-
donors who are already in the data- vival begins by staying true to the ater do not shy away from nurtur-
base. The campaign is board-driven mission and trusting that this is the ing these artists. These artists are
and encourages high-end time to open new opportunities on the stimulus for our soul and I look
giving by offering unlimited production methods and building forward to many great things from
seats, personalized ticket stronger relationships with audience these companies. Adds Heather
handling, post-show dinners with members and funders. Audiences Randall, I’m hopeful that whatever
the cast and intimate discussions are beneficiaries of these initiatives. challenges come their way, they will
about the theater. To keep board In these times, the theater can find the means to keep on fulfilling
members engaged and informed remind them of the need to come their mission.”
about the work they support, The to together as a community, and, as Carl Sylvestre, MBA, is a fund-
New Group invites the cast and cre- an art form, it is uniquely poised to raising, marketing and manage-
ative team to someone’s home for provide that service. ment consultant. Email him at
carl@carlsylvestreconsulting.com, or
a salon where board members get a “It is always difficult to produce visit his website at www.carlsyl-
chance to discuss the work intimate- in the theater. We do what we do vestreconsulting.com

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Artsmarketing delivers what you want from
a telemarketing partner...
...Projections and results you can depend on
For the 2007-08 season, our subscription, fundraising
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on their behalf. And it’s positive. In addition to letters,
one patron called his local public radio station to
compliment the work of the “volunteer” who
Artsmarketing partners with non-profits across
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membership, annual fund, capital campaigns, ... More time for other things
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To find out more about what we can do for you, contact:
With a campaign running smoothly under the
Irene E. Greenberg supervision of one of our senior staff, you can focus
Senior Director of Marketing on other priorities.
603-778-1428 or igreenberg@artsmarketing.com

9

NUTS & BOLTS
UTS OLTS

May 11 Postage Increase
Hits Nonprofits Hardest BY HENRY
RUDDLE

he most common non- rate than nonautomation pieces the postal service must feel that
T profit postage rates took
a big hit on May 11. The
with an AADC sort, which is not automation is so commonplace and
worthwhile that it no longer needs
much better.
typical cost of mailing a letter Automation continues to be a as big of a discount. Finally, speak-
under 3.3 ounces using nonprofit terrific investment, often saving ing of savings, the discount for
standard (aka third class) rates more on postage than the cost of entering your standard mailing at
went up roughly 5%, while overall mail processing, with the added the appropriate “sectional facility”
rates went up by 2.3% on average. bonus of nearly-first-class delivery went up from 4.2 to 4.3 cents per
(Legally postage must increase at speed because of the requirement piece! Definitely still worth a bit of
the same rate or slower than infla- that all pieces include an intel- a drive for any large mailing.
tion, and this year the Consumer ligent bar code. It appears that
Price Index rose 2.9%). Common
commercial rates took an above
average hit too, but not as much. Third Class Letters Under 3.3 Ounces
For example, the cost of a basic NONPROFIT COMMERCIAL
first class stamp rose 4.8% from Prior to As of Prior to As of
Postage Rate Type May 11 May 11 Change May 11 May 11 Change
42 to 44 cents. Rates for a typical
Non-Automation
standard mailing went up about Mixed AADC Sort 0.173 0.172 -0.6% 0.271 0.273 0.7%
4.25%.
Non-Automation
So where did the below-aver- AADC Sort 0.160 0.155 -3.1% 0.258 0.256 -0.8%
age increases come in? Strangely, Automation
many rates for nonautomation Basic Sort 0.159 0.169 6.3% 0.257 0.270 5.1%
pieces either went down or rose Automation
only slightly. In general, the United 3-digit Zip-Code Sort 0.143 0.150 4.9% 0.241 0.251 4.1%
States Postal Service took back Automation
about half a cent of the price 5-digit Zip-Code Sort 0.127 0.132 3.9% 0.225 0.233 3.6%
advantage for automation-sorted Carrier Route -
pieces, and for the first time ever High Density 0.119 0.121 1.7% 0.190 0.193 1.6%
priced automation-qualified pieces Carrier Route -
with just a basic sort at a higher Walk Sequence 0.108 0.110 1.9% 0.179 0.182 1.7%

Post Office Fun Facts
➤ At the highest elevation — Lead- built using 875 bales of straw. The thest reaches of northern Alaska,
ville, CO (about 10,150 ft). facility looks like others, but has the Anaktuvuk Pass post office
➤ At the lowest elevation — Mecca, a “truth” window in the lobby so is the only link to the outside
CA (about 180 ft below sea level). the public can see its uniqueness. world for the residents. There are
➤ At the coldest location — North It also has a hitching post for no roads to the town; everything
Slope Borough, AK (average customers on horseback. must be flown in.
winter temp is -22°). ➤ Most unexpected — The Peach ➤ Most in need of a bridge — The
➤ At the hottest location — Death Springs, AZ, post office is equipped Point Roberts, WA, post office can-
Valley, CA (average summer temp with walk-in freezers for food des- not be reached by vehicle unless
is 115°). tined for delivery to the bottom of you drive through British Colum-
➤ Most unusual construction — The the Grand Canyon by mule train to bia, Canada. Only a boat or float
Corrales, NM, post office was the Havasupai Indians. plane will get you there directly.
➤ Most isolated — Located in the far- (fun facts courtesy of the USPS)


Helpful Tip

Sometimes More is Less
BY HENRY RUDDLE
each, you will pay $20.96 for ➤ Have your list CASS certified
good mailing house 124 pieces going to zip codes (ensure the addresses are real
A knows how to sort your
list and fill out the USPS
with the same first three digits,
but just $18.75 for 125 pieces
and formatted properly) each
time you mail, and consider up-
paperwork to capture every avail- because the “3 digit” rate is just dating it through the National
able postage discount. (Always get a 15 cents. In that case, either add Change of Address system at
copy of the 3502 mailing statement another name or tell your mail- least once a year. On average,
and, if it was filled out by hand, ing house to just add one to the 10-15 percent of households
double check it carefully!) However, total on the paperwork. change their address each year,
it takes a great mailing house to ➤ Digging a bit deeper, if a large and so you may either be mail-
notice some list optimization tricks. chunk of your mailing qualifies ing to nobody or paying expen-
Here are a few to consider: for 5-digit processing, portions sive “address services requested”
➤ The cutoff to qualify for 3-digit of it may qualify for carrier fees to update your database
and 5-digit sortation rates is 125 route rates. It requires splitting one record at a time. These
pieces. That is, if 125 or more the mailing up, but for large services cost money, but often
letters are going to the same mailings the extra 1.1 cent per save much more by ensuring ac-
area, and you sort them that piece saving can more than curate delivery and eliminating
way, those pieces are charged make up for a small increase in bogus records.
a lower rate. The difference processing fees. The lower rates Henry Ruddle founded the mar-
between “basic” and “3 digit” require that at least 10 letters keting communications agency
postage of 1.9 cents for non- are on the same carrier route, so Ruddle Creative in 1988, special-
izing in turnkey writing, design,
profit letters may not seem like a as before, adding a name to two printing and mailing services.
lot, but it adds up. At 16.9 cents to make bundles of 10 can save Email him at arts@ruddle.com with your
a bundle on postage. own cost-saving practices.

ACH
S RE AM
ART RTE
SUP
E
S chweickert &
Company is a
full service commercial and personal
We offer extensive experience in all forms of coverage through numer-
ous insurance companies represented by the firm. Many of our companies
specialize in “Not for Profit” arts and entertainment policies. The coverages
insurance brokerage firm which we provide include, but are not limited to the following:
specializes in insuring Arts organiza- — General Liability and Property — Non-Appearance and Cast Insurance
tions; both Not for Profit and For
— Workers Compensation-including — Special Events
Profit. For the past 28 years, we have volunteers
provided insurance programs for — Coverage for Tours — Liability, Prop-
theaters, orchestras, operas, muse- — Theatrical Property erty, Accident & Workers Compensation
ums, galleries and many other types — Business Interruption and Extra — Special Actors Equity endorsement
of arts organizations both large and Expense tailored to particular contracts
small. All have relied on us to keep — Business Automobile — Employee Benefits programs
them insured with the right cover- — Directors & Officers Liability — Life, Health and Disability programs
age and at the best possible price. — Employment Practices Liability — Personal Automobile and Homeowners
We serve clients nationwide. Our
If there is any part of your insurance program that you are not satisfied
client list includes organizations from
with, please let us review your current coverages. We are happy to offer sug-
New York and Washington D.C. to
gestions for any improvements or changes you may wish to consider, and
Washington State and California,
will also determine if we can reduce your insurance expense.
from Florida to Connecticut and
many states in between. We pride
ourselves on service and flexibility.
We can work directly with you or
hand in hand with your local broker
to make sure that your insurance
needs are taken care of in an efficient You can contact us at 800-748-6293, or through our website at “www.
and professional manner. insurethearts.com” or by e-mail at “arts@schweickert.com.”

11

Ten Free Things ight Now
BY TREVOR O’DONNELL

u Can Do R
Yo To Make Your Marketing
down economy is a good Messages More Effective
A time to re-assess some of
our traditional methods
and ask if they’re still working on “Women with children ages 8-16 tional language. Pay attention to
contemporary audiences. Here’s a want meaningful family bonding what you say and how you say it.
critical look at how we approach experiences. Thus, our message will Then try using similar language to
messaging with some practical focus on the production’s inspiring turn your marketing messages into
advice that can dramatically improve family story and the long-lasting honest, fresh, naturally persuasive
results at little-to-no additional cost. memories that families who attend communication.

1. 3.
together will share.”

Put your marketing
messages to work.
Arts marketers worry a lot more
2. Stop speaking
dead languages.
Focus on the
fence sitters.
Most arts marketing messages
about delivering messages (i.e. The language most arts market- are designed to appeal to avid
email or snail mail, print or broad- ers use was formed in the mid 20th insiders (colleagues, donors, sub-
cast) than they do about how well century to speak to audiences that scribers/members, loyal patrons,
the messages work. are now either etc.). But as avid populations
But sending weak, old or dead. If shrink, we become increasingly de-
outdated or uncon- Let’s synergize you’re target- pendent on less avid outsiders who
vincing messages
through powerful
our paradigm. ing 28-year-old
Dakota with
are sitting on the fence wonder-
ing if we’re worth their time and
new media doesn’t formats, phras- money. If our job is to motivate
make sense. Growing ing and imagery fence sitters, we can’t afford to
new audiences (and keeping old au- that was geared toward her grand- speak only to our nearest and dear-
diences) will depend on the creation mother, you may be speaking a est supporters.
of hard-working strategic messages language she can’t understand let Do this: Reverse your priorities.
that are as important as the media alone respond to. If we want to be Go out and meet the fence sit-
through which they’re sent. a part of Dakota’s world, we have ters, learn what motivates them
Do this: Schedule a meeting with to learn to speak a language she and then design your messages to
your marketing team to discuss mes- understands. appeal to them first. Don’t worry
saging — not creative ideas, but the Do this: Read your marketing about Grandma; she’s already on
strategic underpinnings that make copy (ads, brochures, blurbs, fly- your side. As long as you don’t of-
the ideas effective: Who are we talk- ers, etc.) aloud and in-person to a
ing to? What do they want? What friend or family member who fits
must we promise them to get them the target market you’d most like
to act? When you’ve answered these to attract. If the language feels for-
questions, synthesize your results mal, remote, awkward, overblown,
into a written “strategic messaging artificial, self-important or con-
statement” and let that statement trived, that’s how it will sound to
govern the creative process. that target. Next, try to persuade
that person with casual, conversa-


fend her, you’ll be speaking to both or airtight arguments based on
under-motivated Dakota and her objective external information. If
dear old grandma with fresh mes- your team lacks the information it
sages that appeal across the board. needs to make fact-based decisions,

4.
go out and get the data. Successful
marketers don’t think it will work,
Don’t just entice, they know it will work because
persuade! they’ve done their homework.

7.
Arts marketers make messages
enticing by emphasizing the qual-
ity, popularity or star-appeal of Stop talking
our products. But enticements nonsense.
are not the same as persuasion. If event that’ll lift your spirits, ease Much of what passes for “cre-
you want to persuade, you have to your mind and open your heart ative” messaging in the arts is
explicitly tell your audience what’s to what really matters when times meaningless fluff with no strategic
in it for them: i.e., “If you come to are tough.” underpinnings. If you can’t explain
this wonderful event, you will get Do this: Make your marketing exactly what it means and how it
_____.” Enticements work on avid messages as much about your audi- will generate sales, your message
fans because they already know ence as they are about the product. is probably ineffective nonsense. If
what’s in it for them, but fence sit- This will be difficult for arts orga- it’s cute, classy, coy, clever, or God
ters don’t so it becomes our job to nizations that are accustomed to forbid catchy, it says more about
tell them. talking only about themselves, but the egos of the marketers than
Do this: Identify something you if you craft messages that describe it does about what motivates the
know your target audience wants how your product will satisfy your target audience.
then write a simple sentence that audiences’ desires, it will happen
tells how your product satisfies automatically. You can start by
that desire: “Women who want to making sure the word “you” shows
pass on their passion for dance to up at least once in every message.

6.
young daughters will get a high-
quality, age-appropriate opportu-
nity to do this at a family price.” Keep your
Then embody this in your market- opinions to yourself.
ing message: The only thing that counts in
Photo: 10-year-old girl in theatre marketing is objective information.
seat with awe-struck expression My opinion, your opinion, your
as mom & dad look on with lov- boss’s opinion are all crap unless
ing satisfaction. Copy: “Make the they’re backed by facts. (You can
Moment, Give the Gift, Share the show this to your boss if you like.)
Passion — The Springfield Ballet It’s the difference between “I think Do this: Make sure that your
Company will perform…” creative process happens AFTER

5.
we should say ‘Experience your
Imagination’” and “Our research your strategic messaging process.
points to female decision makers Gather facts. Analyze data. Write
Quit bragging. ages 25-54 who use classical events a strategic messaging statement.
The enticements we use in to bond with like-minded friends, Then and only then can you
our messages consist of telling thus our messages will focus on begin thinking about how to say
the world how wonderful we are. inherent social value and value- what must be said. It’ll be tough
But boasting doesn’t explain to added packages for buyers of four for folks who work in a creative
fence-sitting audiences why they or more.” industry to suspend their idea
should attend. Persuading less avid Do this: Banish the phrase “I generating impulses until after the
audiences means balancing every think…” from every marketing dis- analysis is complete, but doing so
boast with a ‘here’s what’s in it for cussion. Insist that all who contrib- is essential.
you’ promise. “The joyous musical ute support their input with facts Continued on the next page
13

Ten Things Apply numbers 1
Continued from page 13
through 9 to your entire

8. Use strategic
attention-getters.
communications strategy
with special emphasis on
number 4 – the one
It won’t matter how effective the
message is if it doesn’t reach its about persuasion.
target, so getting attention is prior-
ity one. But if the attention-getters of beloved cultural institutions that
are aimed at avid fans, they could could stand to increase sales. Acti-
be failing to reach, or worse, turn- vating your brand means turning
ing off persuadable new audiences. favorable predispositions into paid
That punny headline that cracked

9.
admissions. (It’s like giving people
everybody up in the conference who think you’re pretty but stuck
room may give core audiences a up a compelling reason to ask you
chuckle; but if it leaves fence sit- Stay on message. out.)
ters rolling their eyes, it’s getting Marketing messages should Do this: Apply numbers 1
the wrong kind of attention. have one job and one job only: to through 9 to your entire com-
Do this: Let your strategy sell the product. Expecting those munications strategy with special
determine your attention-getting messages to ﬂatter donors, indulge emphasis on number 4 — the one
choices. If your fence-sitting target artistic personnel or feed board about persuasion. Remember,
is comprised of young people who egos is wasteful, unreasonable and your brand’s persuasive power is
might enjoy a classical concert if it potentially counterproductive. enhanced or diminished every time
ﬁt their lifestyle, forget the shot of Those who want maximum results someone gets an email, drives past
the sweaty maestro in the tux and must focus exclusively on sales your building or walks through
lead with the group of happy, hip, goals and let subordinate objec- your doors. Activating your brand
twenty-something friends sharing tives take a back seat — or get a allows you to make certain that, at
a drink at intermission. Remem- ride with someone else. every point of contact, your target
ber, you’re not the target; what’s Do this: Establish your strategic audiences are given convincing
most likely to get your attention is messaging statement and design reasons to become avid insiders.
almost always the wrong choice. your messages accordingly. Add in Apply all ten of these and you’ll
what you must (contractual obliga- dramatically enhance the effective-
tions, sponsors, billing, etc.) but ness of your marketing messages.
leave out anything that isn’t con- Make them habits and they’ll help
sistent with your core objectives. If you endure tough times — not just
anyone asks you to change or add during this economic downturn,
to the message, hand them your but in the uncertain future that all
data, your strategic messaging arts organizations are headed
statement, your sales projections into.
and goals, then tell them you’ll do
Trevor O’Donnell is a marketing consultant
it only if they’ll assume responsi- who has developed innovative market-
bility, in writing, for diminished

✓
ing and sales initiatives
results. for numerous performing

10.
arts producers and pre-
senters including Disney
Theatrical Productions,
Cirque du Soleil, the Music
Activate Center of Los Angles, the
your brand. Nederlander Company,
Your brand is your reputation, Cameron Mackintosh,
Center Theatre Group and many others.
but a great reputation doesn’t trevoro@earthlink.net
guarantee success; the world is full


Visit .com
tsreach
www.ar etails and
for d ister!
to reg

October in Los Angeles
October is the most glorious month of the year to be in Los
Angeles. Dry, sunny, and mild, it’s the perfect time to explore the
dazzling array of sites the city has to offer.
Millennium Biltmore Hotel Los Angeles
Register by July 31, 2009 for Best Pricing
REVENUE RAISERS / In addition to the Plenary and Breakout Sessions…
One-on-One’s Lunch with the Experts
Many of the experts Discuss with the expert of
presenting sessions will your choice a hot topic over a
be available for 15-minute cold lunch. Then switch tables,
One-On-One consulta- enjoy dessert, and engage in an-
tions with conference other topic with another expert.
delegates. This is your
chance to get your Sponsor Showcases
individual questions an- These 20-minute mini-sessions
swered. Come by yourself offer insights into the multitude
or bring your team to the of ways top companies can help
consultation. increase your revenue.

BUDGET SAVERS / Attend the conference for free! / Team discount available on Board Growth Day
Buy One, Get One Free State Funding National and Regional
When one person from your Many state arts agencies provide resources Associations
organization registers by July 31, that can help artists and arts managers partici- Dozens of national and regional
another person gets to come for pate in conferences, training sessions and other arts associations partner with Arts
free to the Regular Conference and professional development events. For complete Reach to provide conference dis-
E-marketing Day. Teams get the information on funding eligibility and availability, counts to their members. Check the
most from Arts Reach conferences call your state arts agency or consult your state order form to see if a group you be-
because there are just too many arts agency’s grant guidelines on the Web. Con- long to is participating. If not, contact
great talks and sessions for any tact information for every state is available via: your group and ask them to partner
one person to attend. So, bring http://www.nasaa-arts.org/aoa/aoa_contents.shtml. with Arts Reach!
your whole team!
15

Arts Reach National Arts Marketing & Development Conference (Los Angeles / October 8-11, 2009)
tions. But all too often, marketers now take
Thursday, October 8, 2009 e-mail for granted and don’t keep up with the Friday-Saturday, October 9-10
latest tips and techniques to build lists, target
Patron Technology’s Regular Conference

Visit www.artsreach.com for details and to register!
campaigns, and get the best open rates. This
advanced e-mail marketing session offers up
E-marketing case studies and specific how-to tips you can
use right away to make sure you’re getting
Preliminary Agenda
E-mersion E-vent the best results. We’ll also remind you about
the basics of the CAN-SPAM law so you can
– Arts Reach Edition make sure your organization is following all

O
nline marketing is getting e-marketing laws and best practices.
more interesting every day Keynote Session: The Internet
— here’s your chance to Revolution (You Don’t Know
immerse yourself in the world of About) and the Future
technology and learn the most of Arts Management

B
important things you can do to
PRESENTER: reakouts during the Regular
maximize your success. In this
challenging economic time, getting Eugene Carr, President, Conference will follow THREE
Patron Technology TRACKS, with at least one break-
your e-marketing right can make a
huge impact in your organization’s There’s a technology revolution going which out at any given time as part of the Arts
will change how your organization manages Marketing Track, the Arts Development
bottom line. its relationships with patrons, ticket buyers,
With best practices for e-mail and donors. This forward-thinking session will Track and the Theater Track. Delegates
marketing campaigns and Web site describe why the golden age of technology may follow a single track or “jump the
planning, clever uses of Facebook for non-profits is nearly here.
track” as they please.
and Twitter, and an introduction to Lunch on Your Own The break-out sessions of the
new operations-enhancing Web- theater track will contain a theater
based CRM systems, this full-day Seven Characteristics of
Breakthrough Arts Web Sites component, but may not be devoted
workshop will provide you with exclusively to theater issues. While all
real data and tools to make sub- Patrons have spoken up about what they love
— and hate — about arts organization Web conference sessions contain valuable
stantive improvements to the way
you’re currently operating and
sites. It’s time for your Web site to be more information for all delegates, theater
than a calendar of upcoming events or a box
marketing your organization. office window. When done right, it can be professionals might want to pay special
Level: intermediate to advanced knowl- the ultimate “power tool” that reflects your attention to these offerings.
organization’s essence, inspiring your patrons
edge of e-marketing. and attracting a new audience. We’ll share Speciﬁc sessions are added
what real patrons had to say about a wide every week.
variety of arts sites, and we’ll discuss pitfalls
Opening Session: State to avoid and best practices that you can put Topics include corporate sponsor-
of the Online Patron to work on your own site. ships, pricing, messaging, cultural
PRESENTER: tourism, audience development, donor
Fans, Friends, and Followers:
Eugene Carr, President, Patron
Facebook & Social Media acquisition and retention, research, de-
Technology sign, budget controls, and much more.
The growing popularity of social networking
Your arts patrons and their online behaviors are and social media is inescapable, and more and Here is a sampling of what’s in store.
changing — at a faster pace than ever before. In more of your patrons are joining in. These
this kick-off session, we’ll share key results from communication channels can be a fantastic
the 2009 Patron Technology Arts Patron Tracking new way for arts organizations to connect with
Opening Plenary Session
Study, which focuses on arts patrons’ Internet us- audiences, but just like any other marketing The New Frontier in Fundraising
age and their attitudes toward online promotion technique, there’s a right way and a wrong and Marketing (M/D)
and marketing. We’ll compare this year’s results way to go about it.
with three previous years to point out the latest PRESENTER:
trends. You’ll get a sense of where arts market- With all the generalized information and advice Mal Warwick, Founder and
ing has been and where it’s going, and you’ll be out there, it can be hard to find tips that are
relevant to the arts, and that’s what this ses-
Chairman, Mal Warwick Associates
able to generate new ideas to drive your mission
forward more effectively and at a lower cost. sion will provide. We’ll focus particularly on As you fine-tune your fundraising and
Facebook and Twitter, providing essential tips marketing program to cope with the recession, are
E-mail Marketing: The Least Sexy about what you should be doing — and what you considering how to lay a firm foundation for the
(but Most Effective) E-marketing common mistakes you need to watch out for. future—once the economic climate improves? Are
there steps you can take now to position your institu-
Tool Out There Open Mic Q & A tion for leadership in the years ahead—all the while
If you are doing e-mail marketing now, you know you maximize net income during these stressful times?
Patron Technology’s E-marketing E-mersion Veteran fundraising and marketing consultant, author,
it wins hands down when it comes to motivating E-vent will also be held in New York on Thurs-
site visits, e-commerce transactions, and dona- and public speaker Mal Warwick will share the insights
day, September 12th. For more information: he’s gained from 30 years in the field, and from the
www.patrontechnology.com research he conducted in writing his newest book,
Fundraising When Money Is Tight.


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