How to Raise Money for Your New Theatre Company

Finding funding for a new or emerging theatre company is difficult. With no concretely established popularity and an unrecognizable name, chances are that you will be overshadowed by the well known companies in the beginning stages. Usually new companies are depending solely on ticket sales to keep their theatre alive and functioning, but this is an error, as ticket revenue can rarely cover expenses such as costumes and lumber. Established theatres and symphonies rely on ticket sales to cover only about 35% of their budget, so the fact that new companies expect that they can rely on these sales to cover their budget in its entirety is practically comical. Just like the big dogs, new and emerging companies have to rely on other sources to keep their company afloat. Here are some tips for generating revenue via advertising sales and donations.

Don't Underestimate Potential Generosity

Many new companies don't solicit donations due to fear of rejection, stemming from a fear that people will not give to a company that they are not familiar with. Surprisingly enough, that logic is completely backwards. Many people actually feel better about giving to a smaller company than a large one, as large city sponsored non-profits often start to give off an image of corporatism after their advertising budget inflates. When soliciting donations, remember that most people who are in the position to give do indeed sympathize with the underdog.

Don't Expect Too Much, Though -

That said, still remember how theatre donations work. People who are in a position to give upwards of five hundred or a thousand dollars are often donating so that they can get on a board of directors or receive special gifts such as box seat tickets. Many people who are giving out of the goodness of their heart will only give around twenty five to fifty dollars. When soliciting small individual donations, you will be far more successful if you set out with the goal to receive multiple small gifts instead of a few large donations.

Realize That Ad Space is Valuable

Right now as you read this article, you are simultaneously viewing strategically placed and relevant ads that are keeping myself and this company alive. Advertising makes the world go round, and if you think that space in your small theatre's playbill or show program isn't valuable, then you are completely mistaken. All advertising has a dollar value, and it is merely a question of how many dollars. Solicit advertising space in your program to nearby businesses, and start your rates at or around twenty five dollars for a spot the size of a business card, fifty dollars for a half-page ad, and seventy five to a hundred dollars for a full page ad. Also be willing to utilize a bartering system for costumes or props - a complimentary rental in exchange for advertising in the program. Finding advertisers may be difficult, but if you're willing to put in a little leg work cold calling and contacting businesses, you'll be surprised at how relatively simple it can be.

I hope this article will aid you in finding sponsorship for your young theatre company. Although it can be difficult, you'd be surprised at how true the old adage is - ask and you shall receive.