Digital Marketing the Way of the Future in Performing Arts Projects?

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.

A Ballerina's Tale

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