Ideas & Insights

Direct Mail Ain't What It Used To Be

It’s true. We know it’s true and we keep finding new statistics to it’s true. Direct mail appeals just don’t raise as much money as they used to.

Last week The Chronicle of Philanthropy reported on the results of a new survey on direct mail by the Target Analysis Group. In short, they found that organizations recruited an average of 6.2% fewer donors in the first three quarters of 2007, on top of a 10% decline in new donors in 2006. Plus, the people making gifts also declined by an average of 1.4%.

Posted on January 14th, 2008 at 7:39 AM

Opera Hits the Big Screen

As arts organizations continue to grapple with how to attract new audiences, a few opera houses are traveling down an intriguing new path. Both the Metropolitan Opera and the San Francisco Opera have begun exploring the use of high-definition simulcasts, each with their own success. The technology is there and these organizations are jumping on it.

Last year, the Metropolitan Opera began simulcasting performances to movie theaters. The San Francisco Opera’s first forays into simulcasts were in other theaters and large venues across the city and following that success they will be broadcasting to movie theaters starting in March. Sitting in a movie theater with popcorn and a soda clearly lends a different flavor to the experience, but the performances have been exceedingly popular. The prices are affordable and it’s an innovative way to make opera more accessible.

There are many inherent trade-offs and what will be interesting to watch is how these organizations develop and create lasting relationships with their audiences. Along these lines, creative tactics such as leading viewers through backstage tours and interviews with performers are already creating more of a personal experience for these audiences.

Posted on January 7th, 2008 at 12:24 AM