Major Gifts, Telemarketing and Canvasing also considered.
Donors want to detect business savvy from their beneficiariesSpeak the language of business: revenue, expenses, profitability, etc.
Ann Arbor Opera consulting project
Ross School of ANN ARBOR BusinessOPERA THEATER Community Consulting Club
EXECUTIVE SUMMARYSituation and Task: AOT has sustained incremental growth and cash on hand in the last two years of operations, but has yet to expand its performance offering, achieve return on event investments, and expand its presence in the Ann Arbor community.Methodology and Action: Community Consulting Club team worked to understand the operational structure and fundraising tactics necessary to achieve AOT’s growth objectives.Value Proposition: By creating a sustainable operating model and a focused fundraising strategy, AOT will be able to achieve growth in its performance offering.
THE EXISTING BOARD AT AOT IS NOT POSITIONED AND STRUCTURED OPTIMALLY TO MEET ITS STRATEGIC GROW TH OBJECTIVESExisting Board Structure Playbills, Pricing, Pro E x e c ut iv e B o a r d Donors motions Artistic Director/President Vice President Treasurer Fundraising Marketing Tr u s te e s Committee Committee Active members Advisory Board Executive Committee Supporters AOT Strategic Plans C o m m i t te e s Artistic Marketing Artistic CommitteeKey Challenges N o c l e a r d i v i d e b et w e e n f r o n t o f h o u s e a n d b a c k o f h o u s e r e s p o n s i b il i t ie s Opera/Festival Operations M a ny B o a r d / Ad v i s o r y B o a r d m e m b e r s , l o w o r g a n i z e d s t r u c t ur e Advisory R e s p o n s i b i li t ie s o f m e m b e r s a r e b l u r r e d Trustees Board S u p p o r te r / d o n o r f a t i g ue
RE C OM M ENDATI ON I S TO C RE AT E W E LL -DE F I NED C OM M I T TEE ST H AT A RE RE SP ON SI BLE FOR KE Y ST RAT EG I C DE C I SI ON S A N D DE LI VE RABLES Committee AOT Strategic Activities Planning Executive Committee Approvals Fundraising Artistic Marketing Committee Committee Committee Cabaret Opera/Festival AOT Artistic Fundraiser Operation Implementation Benefits A s AOT ’ s o p e r a t i o n b e c o m e s m o r e c o m p l ex i n o r d e r to g r o w a C o m m i t te e s t r uc t ur e m u s t b e e m b r a c e d H e l p s m e m b e r s b et te r u n d e r s t a n d t h e i r s t r a te g i c Ro l e i n t h e o r g a n i z a t io n C l e a r l y d i v i des t h e w o r k n e e d e d to b e d o n e P r o v i d e s v o l u n te e r s w i t h t r a n s p a r en c y to t h e r e q u i r e d t i m e c o m m i t m e n t
T HE E X E C UT I VE C OM M I TTE E W I LL BE RE SPON SI BLE FOR T HE H I G H - LE VE L ST RAT EGY A N D A P P ROVE T H E P ROP OSE D C OM M I TTEE TAC T I CS Structure Committee Activities Executive Committee AOT Strategic Planning President Approvals Vice President Treasurer Fundraising Artistic Committee Marketing Committee Committee Secretary Voting Board Members AOT Artistic Total voting members Cabaret Fundraiser Opera/Festival Operation Implementation between 5 and 9 Voting Board member apart of each committee Responsibilities Direct overall Strategy of AOT Nominate Committee Chairs Approve Committee Calendar Approve Committee Budget
T HE F UN DRA I SING C OM M I T TEE W I LL DE VE LOP F UN DRA I SI NG ST RATEGY, CA LE N DAR, A N D BUDG E T FOR E X E C UT IVE A P P ROVAL. Members Committee Activities Executive Committee AOT Strategic Planning President Approvals Board Liaison Chairmen (May Also Be Board Fundraising Artistic Committee Marketing Committee Committee Liaison) General Fundraising Head Grant Writing Head Cabaret Fundraiser Opera/Festival Operation AOT Artistic Implementation Volunteers Responsi bilities Develop overall Fundraising Strategy For Executive Board Approval Present Fundraising Calendar for Executive Board Approval Present Fundraising Budget for Executive Board Approval Organize and Execute Fundraising Operations
T H E A RT I ST IC C OM M I T TEE W I LL DE VE LOP T H E A RT I STI C ST RATEGY A N D G OA LS FOR E X E C UT IVE A P P ROVA L. Members Committee Activities Executive Committee AOT Strategic Planning Andy Approvals Kevin Dave Fundraising Artistic Committee Marketing Committee Committee Not PD AOT Artistic Cabaret Opera/Festival Implementation Fundraiser Operation Responsi bilities Develop overall Fundraising Strategy For Executive Board Approval Present Fundraising Calendar for Executive Board Approval Present Fundraising Budget for Executive Board Approval Organize and Execute Fundraising Operations
T HE M A RKE T ING C OM M I TTE E W I LL BE RE SPON SI BLE FOR DE VE LOP I NG ST RAT EGY, CA LE N DAR A N D BUDG E T FOR E X E C UTIVE C OM M I T TEE A P P ROVAL Members Committee Activities Executive Committee AOT Strategic Planning Board Liaison Approvals Chairmen (May Also Be Board Liaison) Fundraising Marketing Artistic Committee Committee Committee Volunteers AOT Artistic Cabaret Opera/Festival Implementation Fundraiser Operation Responsibilities Develop overall Marketing Strategy For Executive Board Approval Present Marketing Calendar for Executive Board Approval Present Marketing Budget for Executive Board Approval Organize and Execute Fundraising Operations
CURRENT STATE OF FUNDRAISING FOCUSES LESS ON MAJOR REVENUE STREAMS AND IS SUPPORTED BY AN AD HOC COMMITTEE Playbills, Pricing, Pro Donors motions AOT Strategic Planning Committee Activities Executive Committee Fundraising Marketing Committee Committee Approvals Executive Committee AOT Strategic Plans Fundraising Marketing Artistic Committee Committee Committee Artistic Committee Opera/Festival Operations AOT Artistic Cabaret Opera/Festival Implementation Advisory Fundraiser Operation Trustees BoardCorporate Sponsorships Individual Giving Grants/Public Funds Advertising Special Events Grants • Playbills $2K • Caberet Event $5-6K • Michigan Council for • Workshops $0 Arts and Cultural Affairs (MCACA) $4K Sponsors/Donors • Varying Levels
FUTURE OF FUNDRAISING SHOULD FOCUS ON CORPORATE SPONSORSHIPS AND TACTICAL WAYS TO ENGAGE INDIVIDUAL GIVING Playbills, Pricing, Pro Donors motions AOT Strategic Planning Committee Activities Executive Committee Fundraising Marketing Committee Committee Approvals Executive Committee AOT Strategic Plans Fundraising Marketing Artistic Committee Committee Committee Artistic Committee Opera/Festival Operations AOT Artistic Cabaret Opera/Festival Implementation Advisory Fundraiser Operation Trustees BoardCorporate Sponsorships Individual Giving Grants/Public FundsAdvertising Special Events Grants• Playbills • Caberet Event – consider • Maintain MACACA but lining up with annual appeal move focus toAnnual Appeal Sponsors • Workshops - breakeven corporate• Season Sponsors Sponsors/Donors sponsorship and• Varying Levels • Varying Levels individual giving Annual Appeal • Board talk at performances • Donation envelopes in playbill
AOT SHOULD P ROVI DE N E WSLETTERS, E N G AGE PAT RONS AT E VE N T S, A N D I N T E RNALLY P RE PA RE TO A N SW ER F RE QUE N TLY A SKE D QUE ST I ON SCorporate Sponsorships Individual Giving Grants/Public Funds N E WS L E T T E R C O N N E C T T H E PAT RO N S B r i e f H i s to r y a n d M i s s i o n P r e - p e r fo r m a n c e : A l um n i S u c c e s s Rehearsal Invitations S to r y / Fe a t ur e Guided Tour of Venue U s e o f Fu n d s : I nv e s t i n g i n Director’s Corner l o c a l a r t i s t s a n d n ex t ye a r ’ s Update the Audience p r o d uc t i o n Po s t - p er fo r m a n c e : Ta x D e d u c t i o n S t a t u s : T h i s m a t te r s ! After-Party/Celebration Calendar of Events Direct-Mail to Sell Tickets for Next Year and Donate Fundraising Events Interactions with the Artists P R E PA R E FO R Q U E S T IO N S Performance Schedule T h i n k a b o u t AOT ’ s O d y s s ey : d o n o r s w i l l w a n t to The Big Ask h e a r a c o m p el l in g s to r y. Tiered Sponsorships: B e a b l e to ex p l a i n AOT ’ s v a l u e to t h e Detailed outline of donor c o m m uni t y a n d i t s a r t i s t s s u c c i n c t ly benefit by “package” A l um n i A r t i s t S u c c e s s S to r i e s Be Aggressive: donors B u s i n e s s Pe r f o r m a n c e o f AOT gravitate towards the middle
AOT SH OULD P RI ORI T I Z E RE SOURC E S A LLOCAT E D TO G RA N T A P P LI CATIONS BA SE D ON E X P E C T ED RE T URN SCorporate Sponsorships Individual Giving Grants/Public FundsLO C A L G R A N T S ARTS SPECIFIC T h e K r e s g e Fo u n d a t i o n A r t S e r ve Headquarters: Troy, MI “Strengthening communities by M c G r e g o r Fu n d positioning arts, culture and arts Headquarters: Detroit, MI education as key contributors to the re - invention of Michigan’s economy.” C o m m un i t y Fo u n d a t i o n ( S E M i c h i ga n ) State-wide “Promotes and facilitates community philanthropy in O t h e r ex a m p l e s : Wayne, Oakland, Macomb, Monroe, Wa Association of Performing Arts shtenaw, Livingston, and St. Clair Presenters counties.” Doris Duke Charitable Foundation Provide information and financial The Andrew W. Mellon Foundation support National Endowment for the Arts A n n A r b o r C o m m un i t y Fo u n d a t i o n Arts Midwest’s Performing Arts Fund C h a r l e s S tew a r t M o t t Fo u n d a t i o nO t h e r ex a m p l e s : A D D I T I ON A L D O N O R R E S O U RC E S DTE Energy Foundation http://ww w.aaacf.org /about -aaacf/our -funds http://www.ums.org/s_make_a_gif t/donate_ Esperance Family Foundation now.asp Masco Corporation Foundation
LOCAL THEATRE EXAMPLES Ann Arbor Civic Theatre Sponsorship brochure History, Projects, Theatre Community Involvement, Why Donate? Sponsorship Amount: $1,000 - $6,000 University Music Society Restaurant, hotels, gifts and services Michigan Theater
EXAMPLE: ANN ARBOR CIVIC THEATREDonation Brochure: History & mission Where does money go to? Tax deductible donations Affiliations Past projects & activities What do you get? Reasons to donate http://www.a2ct.org/med ia/a2ctSponsor07.pdf
E N G AG I N G D O N O R S T O G I V E I S R E L I A N T O N E S TA B L I S H I N G A N D N U R T U R I N G R E L AT I O N S H I P S T H AT C A N L E A D T O AC H I E V I N G G R O W T H G OA L S FO R AO T Corporate Sponsorships Individual Giving Grants/Public Funds Why? “The Science of Giving” studies: In an experiment, one group was given general information about the need for donations, including statements like "Food shortages in Malawi are affecting more than 3 million children." A second group was shown the photo of a 7 - year-old Malian girl named Rokia, and told that she is desperately poor, and that "her life will be changed for the better by your gift." People in the second group gave more. Saving an additional $5k per year will allow AOT to: Launch an additional production in 5.8 years Double number of singers in 1 year Double the orchestra in 1.4 years Think of each new donor at $5k level as 1/6 of a new production.
QUESTIONS AND COMMENTS THANK YOU!Andy, Dave, Kevin, and Yiqun