12 FUND RAISING TIPS FOR THEATRE CAMPAIGNS

by Janis A. Barlow

I'm not a fund raising consultant, but I have lived through a few theatre fund raising campaigns and observed many more.  Here are a few tips that come to mind. 

1.  Make sure you have a program mission and not a project mission.  Start with the business plan, not the real estate opportunity.  Throw out the mission that says, "we exist to restore an historic theatre to its former splendour…"  Take us into the future and tell us what it will deliver!  

2.  Donors give to people they know and trust.  People don't give money to buildings; they give to people.  Make sure you have credible, inspired and knowledgeable campaign leadership. 

3.  Most of your campaign leaders and donors will come from your members and ticket-buying constituency.  If you don’t have a ticket-buying constituency, start programming – in a park or a parking lot, if you have to. 

4.  Programming and fund raising is a reciprocal process between arts advocates and audiences.  It should be an enduring relationship.  Never promise anyone that you will never ask them for money again. 

5.  Don't ask for money on your first visit to a potential donor.  Ask their advice.  Get them involved in your project.  Make friends first. 

6.  Don't announce anything publicly about your fund raising campaign until you've raised 70 - 90% of the money you need. 

7.  When you reach your fund raising target, don't tell anyone!  Keep raising money until all the pledges come in, (when it will be time to undertake another campaign). 

8.  Add to your credibility by getting your municipality on side and ensure that your city officials will offer testimonials, subsidy and/or services in-kind. 

9.  Hire a good fund raising consultant.  They are worth their weight in gold. 

10. Custom tailor your fund raising pitches to every potential donor you see. 

11. Don't base your plan on hope.  Look at previous community campaigns and anchor  your planning in good people, smart partnerships and comprehensive planning.

12. Plan well.  A dollar saved is a dollar earned.

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