A. Quinn
Performing Arts is a nonprofit-based center dedicated to teaching the youth of
our local community the arts in dance, drama, and music. As a nonprofit, we
thrive on the donations of sponsors and donors to help us to successfully
provide the adequate training, rehearsal and performance space needed to teach
the youth.
In days past,
nonprofits relied on traditional marketing techniques to reach sponsors and
donors. Traditional marketing strategies used to help raise funds, or receive
donations, consisted of solicited donations, fund-raising events, and word of
mouth. Although, these traditional practices are still used, and needed, the
birth of digital technology has allowed companies the ability to market to
their target audience in new ways. One of the most effective tools in marketing
has been through social media. Social media allows a company to connect with
their audience and build a new audience of followers. For a nonprofit company,
social media is a great resource to not only build a new audience but also
obtain sponsor and donor support.
Another
effective digital marketing tool has been through marketing sites known as
‘crowdfunding’, which allow companies, and individuals, to promote a project or
idea and raise funds. Crowd funding is a great resource to utilize in
conjunction with traditional marketing strategies. Performing arts companies,
and artists, are using crowdfundng to fund various art projects. Most recently,
African-American Ballet Soloist dancer Misty Copeland used crowd funding site
Kickstarter to promote and raise funds for her documentary film ‘A Ballerina’s
Tale’. The project goal was to raise $40,000 and through the use of social
media the project exceeded its goal by raising over $54,000. This is the power
of digital marketing and technology.
As a nonprofit
company starting up, digital marketing tools such as these are essential in not
only helping to promote the center, but also raise funds to preserve the arts
and inspire a new generation of artists. In order to not be left behind it is
important to learn how to adapt and change with the times to remain relevant in
the industry. By understanding the resources available, companies like A. Quinn
Performing Arts can continue to reach new audiences and new heights within the
community.
So, if you
haven’t used new digital marketing to help promote your business or project I
strongly urge you look into it as you could be missing out on new opportunities
to expand your dance/art company.
In the meantime
check out this video from Misty Copeland’s kickstarter, which is now closed.
Resource:
A Ballerina's Tale. 2013. http://www.kickstarter.com/projects/819201034/a-ballerinas-tale
Crowdfunding. http://news.investors.com/management-leaders-in-success/120213-681257-crowdfunding-is-another-business-funding-option.htm
Thanks for
reading,
LaKesha, xo
