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NONPROFIT ART HOUSE
The Nonprofit Art House: Mission, Message and the Bottom Line
Beth Gilligan Director of Development & Marketing Coolidge Corner Theatre Brookline, MA [email protected]
Cindy Wall Communications & Marketing Director Belcourt Theatre Nashville, TN [email protected]
The Nonprofit Art House: Mission, Message and the Bottom Line
NONPROFIT ART HOUSE
Telling the world you’re a nonprofit has profound marketing and development impacts.
Why is it so hard?
Public perception of movie theaters
Movies not always thought of as “art”
Ticket and concession sales
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Lack of awareness of your special programming and community partnerships
Lack of public understanding of what a nonprofit is
And…
Across the country, art house theatres like ours have “gotten by”…
Potential donors just didn’t know we needed them!
Why is it so necessary now?
Mission Implications
Fundraising Implications Long-term Sustainability
Making your nonprofit status a loud, proud, public part of your identity isn’t easy.
And it never stops. NONPROFIT ART HOUSE
Case Studies: Belcourt and Coolidge
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Both historic theatres became nonprofits after being saved by their communities
Growing membership bases, annual giving “asks,” renovation campaigns…
But our non-profit status remained a “best-kept secret”
Over past year-and-a-half: very public, very focused communications campaigns �to get the word out
Internal Communications Audit
Belcourt: undertook a very public communications campaign, with tag line “evolution” and a milestone anniversary Coolidge: in preparation for a potential capital campaign, began a concerted effort to “tell our story” (more than just a movie theater)
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§ tag line change
§ a nonprofit milestone celebration
§ new membership promo
§ new annual giving initiative
§ press pitches
At the Belcourt…a full-scale communications campaign
!
!
Even the best tag lines must evolve over time…
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!
We made this. And played it a lot!
Thanks to Zack Hall, Austin Gray and William Tyler.
Front page story… (shared with the Titans and tobacco)
in Nashville’s daily paper
Our Cinematic Treasure Trove: Nashville’s last neighborhood theater
thrives as it marks 15th year as nonprofit
Get in front of your audiences…
constantly, relentlessly,
non-stop.
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Incle an optional donation page as part of your online ticket purchase process
Get in Front of Your Audiences: Onscreen Slideshow
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Get in Front of Your Audiences
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Include an optional donation page as part of your online ticket purchase process
Remind Your Members What It’s All About
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Cultivate New Audiences
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Create an Annual Report, recapping the special events, recognizing donors, and highlighting the role your theatre plays in the community
Imitate the “Big Guys”
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Coolidge Corner Theatre
Annual Report
2014 !!!!!
Imitate the “Big Guys”
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Participate in #GivingTuesday
If you’re planning a capital campaign, consider a feasibility study
Tell Donors Your Story
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Create personalized invitations for special events
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Tell Donors Your Story
So, what’s next for us? And you?
NONPROFIT ART HOUSE