As theatremakers, embracing the potential of every interaction with our audience can be a game-changer for sustaining our artistic endeavors. In a recent Ask Me Anything (AMA) session, Tony and Olivier Award-winning Producer and On The Stage founder Hunter Arnold champions this approach, urging theatremakers to seize every opportunity to enrich these interactions when engaging audiences. These moments entertain, educate, inspire, and invite participation in our shared artistic journey.
Here are a few often-overlooked avenues that can significantly enhance your engagement efforts and bolster the sustainability of your artistic endeavors.
Show programs aren’t just show details; they’re windows into your theatre’s world for each patron. Use them to showcase your mission, share impact stories, and highlight ways patrons can support your theatre’s sustainability. Tell your patrons about upcoming productions, membership opportunities, and how they can contribute through donations or volunteering. You can also highlight your community partners to expand your reach and reinforce your organization’s values.
Regular letters from the director are often underutilized but highly effective in engaging audiences. If this isn’t already part of your strategy, it should be! These letters can be incredible opportunities for you to share stories of community impact, behind-the-scenes challenges, and the significance of continuous support. Encourage readers to become ambassadors for your theatre’s mission and join you on this creative journey.
Before the curtain rises, take a moment to connect with your audience through a brief announcement or video message. Share insights into the production process, introduce your creative team, and invite patrons to engage with your theatre beyond attending performances. Encourage your audience to sign up for newsletters, follow you on social media, and join membership programs to stay connected and involved.
Just like the show begins before the curtain rises, the journey doesn’t end with applause! Use post-show emails to express gratitude, share memorable moments from the performance, and underscore your theatre’s impact on the community. Invite patrons to stay connected, support future productions, or participate in post-show surveys to help you improve.
Transform the theatre lobby into an interactive space that educates and inspires patrons. Display visuals or digital screens that showcase past productions, community outreach initiatives, and testimonials from beneficiaries of the theatre’s programs. Incorporate calls-to-action that invite patrons to support ongoing projects, become donors, or explore volunteer opportunities.
Dialogue is the best avenue for deepening connections! Consider hosting post-performance talks or Q&A sessions with cast members, directors, or special guests. These intimate gatherings allow audience members to ask questions, offer feedback, and learn how they can contribute to your theatre’s sustainability efforts.
Publish annual reports or impact statements that outline the theatre’s achievements and future goals. Highlight the tangible outcomes of donor contributions, showcasing how each donation has supported artistic excellence, educational initiatives, and community engagement. Include success stories, financial breakdowns, and acknowledgments of donor generosity to reinforce trust and transparency.
Take the time to send personalized thank-you notes or emails to donors, volunteers, and supporters. Expressing genuine gratitude for their contributions and highlighting the specific impact of their generosity will strengthen loyalty and encourage continued support. Everyone wants to feel valued and appreciated, especially when helping your program thrive!
In every communication with your audience—whether in playbills, post-show emails, or annual reports—a clear and compelling call to action (CTA) is essential. A well-crafted CTA prompts your audience to take specific actions that align with your theatre’s goals, such as donating, volunteering, joining a membership program, or spreading the word about your productions.
To ensure your CTAs are effective, consider these key questions:
By providing clear direction, offering value, and aligning with your objectives, CTAs empower your audience to play an active role in supporting the sustainability of your theatre.
Whether on Broadway or in your local community, Hunter emphasizes that every interaction with your audience is an opportunity to nurture long-term relationships. By framing your post-production communications around the sustainability of your theatre, you invite your patrons to become partners in your mission.
On The Stage (OTS) empowers you to enhance every touchpoint with your patrons, from ticket buyer outreach and marketing to pre- and post-show surveys, turning fleeting moments into lasting impact. Interested in exploring how we can support your journey towards a sustainable future in the arts? Book a personalized demo today and see how we can help!