A cornerstone of the North Carolina arts and cultural scene, Blumenthal Performing Arts has a dedicated team of approximately 100 staff members working to engage the community with the arts.
Notably, the organization’s education department manages several programs to ensure that everyone in and around Charlotte has the opportunity to interact with and celebrate the performing arts.
One educational initiative in particular to highlight is the ticket scholarship program, which allows students who would not otherwise have the resources to enjoy a performance.
Blumenthal’s six person Development team is responsible for raising funds to support the general operations of the organization, as well as all education programs, including outreach and ticket scholarships.
Blumenthal decided to implement suggested donations with all ticket purchases for any production presented by the organization. Every customer purchasing a ticket to one of these shows saw a pop-up suggesting a minimum donation of $5.00 for ticket scholarships.
“We used language to promote what the ticket scholarship was providing and where your money was going,” Campbell explains. “For example, for subscribers, we said we were glad they enjoyed their seats all year, but wouldn’t it be great for a child who couldn’t normally go to the theater to have the chance to attend a performance in the same seats the subscriber loved for the entire season?”
The pop-up window was used mainly to drive donations, but the tool was also used to capture the information of online users and their donation patterns. “Typically, someone who buys tickets online has little interpersonal interaction with the organization and we don’t know how likely they would be to donate. With donor pop-ups, we know who is willing to make a gift to us, and who we can focus on for future fundraising initiatives.”
Data is captured from every customer and used by the Development team to understand who makes a donation and how much they give. The data provides insights into how Blumenthal can strategically reach out to this group of new donors.
At a Glance
- $80,000 raised and 1,000 tickets donated during the scholarship initiative.
- 226% increase in donor pool in the first year.