Non-Profit Theater1 Non-Profit Theater Companies Gandhi Abhiroop Groce Robin Hu Yucheng Kakumanu Raghu Kini Dinesh.

Non-Profit Theater 1

Non-Profit Theater Companies

Gandhi Abhiroop

Groce Robin

Hu Yucheng

Kakumanu Raghu

Kini Dinesh

Non-Profit Theater 2

Non Profit Theater Background“We produce shows that have as their primary

purpose to entertain and uplift”-Fredericksburg Theater, Texas

• Nonprofit theater’s focus is on enriching the community artistically and culturally– Focus on education – Financially supported by government and community– Volunteer services

• Fundraising focus is on enlarging patron and member numbers

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Players in the Theater Industry• The theater industry generally consists of regional

players.• Two types of theaters from a reach perspective:

– National reach. Well-known local theater companies who attract patrons from throughout the country.

• The Steppenwolf Theater

– Regional reach. Less-known theater companies who are focused on enriching the local communities

• Fredericksburg Theater

• Two types of theaters from a performance perspective:– General– Niche (Shakespeare, puppetry, children, etc.)

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Pittsburgh Public Theater• One of the premier non-profit theater

company websites.– Past video performances– Online Community– List of donor benefits

• Heinz Master of Arts Management Program students has an association with this org

• Education Relationship– Classes– Youth and Adult Playwriting

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Pittsburgh Public Theater

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Who are the Customers• Theater Enthusiasts. People who believe in

the value of rich theatrical traditions– Audiences– Actors– Arts educators

• Donors or Sponsors• Others

– Community groups– School children– Tourists

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Attracting first time customers• Traditional marketing

– Advertising in theater publications– Local press– Radio, TV advertisements

• Community outreach programs– After-school theater classes– Arts education

• On-line strategies – Web presence– Partnerships with regional tourist websites

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Creating repeat customers traditionally

• Building relationships in schools, community groups, and with corporations

• Hosting renowned performances

• Season ticket discounts

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On-line services currently offered• On-line ticket sales (24-7 ticket purchasing)

– Seasonal tickets and single performance tickets– Theater seating charts/options provided on-line

• On-line promotions including raffles, discounts, gift certificates

• Information Source – Reviews– Instant access to performance schedules– Cast Information– Information on volunteer and ushering opportunities– Images from past and current productions

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Recommendations for Improving On-line Strategies

• Establish an on-line community– Chat rooms, Bulletin boards– Leverage community to create “buzz” about

performances

• On-line stores– Posters, T-shirts, coffee mugs, etc.– Gift certificates good for on-line store or performances

• Provide links on performances, actors, fundraising etc

• Expanded information on community outreach and member benefits

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Pittsburgh Public Theater – Online Community

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Sample Gift Store

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On-line Strategies to lock-in customers

• Personalizing online experience– Collect information about customer preferences

e.g. theater interests, actors, playwrights etc– Customized interface to reflect personal interest

• Personal emails– Reminders on performances– Discount ticket information– Preferential ticket buying and seating

choices

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On-line Value Added for Donors• On-line Donations

– Ideally develop a “Permission Marketing” scheme to increase donations and obtain automatic donations

• Publish donor lists online– Recognition for donors– Peer pressure (email friends and family)

• Targeted Funding– Allows donors to specify the use of their

donations

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On-Line Value Added for the Theater Community

• List of prominent actors, playwrights who are affiliated with the theater

• Online community – Online chats with prominent actors– Information about auditions– Virtual classrooms