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

2. Non-Profit Theater2 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

3. Non-Profit Theater3 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.)

4. Non-Profit Theater4 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

5. Non-Profit Theater5 Pittsburgh Public Theater

6. Non-Profit Theater6 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

7. Non-Profit Theater7 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

8. Non-Profit Theater8 Creating repeat customers traditionally Building relationships in schools, community groups, and with corporations Hosting renowned performances Season ticket discounts

9. Non-Profit Theater9 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

10. Non-Profit Theater10 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

11. Non-Profit Theater11 Pittsburgh Public Theater – Online Community

12. Non-Profit Theater12 Sample Gift Store

13. Non-Profit Theater13 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

14. Non-Profit Theater14 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

15. Non-Profit Theater15 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