Alliance Theatre

We took a multi-tiered approach to our supporters who have contributed for 5+ years (donors and season ticket holders.)  First, we sent a special offer that slashed rates on our annual fund levels “if they would commit now.”  We included an offer to have coffee with one of our staff; 15 people have taken us up on that offer to have coffee and the majority have brought checks with them!  Overall, our campaign was very successful and we intend to continue to follow the “patron ladder” model to more success! 

We’ve also organized our overall strategy so that the marketing department works to upgrade single ticket buyers to multiple-ticket buyers and after they become multiple-ticket buyers for a period of time, then we begin to cultivate them as donors in addition to selling tickets to them. This is working much better and we are having success with the approach.


We’re learning to “stop and assess.” We are looking at everything we do under the lens of “does it help us to build or increase loyalty from our audience?”  One example is our curtain speeches. Administrators used to do the curtain speeches; we changed this to having our actors and dancers do the curtain speech. The first night we did this we got $600 in additional donations, the second night $2,000. This momentum has continued. We get it!

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