A special experience

The New Wolsey Theatre is a regional theatre and charity, now in its tenth anniversary year. As we approach the next decade, we are exploring new ways of engaging more fully with our audience members. After consulting with Arts&Business, the theatre has implemented a new friends’ scheme, an area that had yet to be tapped.

The theatre chose to follow a three-tier model with ‘friends’, ‘best friends’ and ‘patrons’ all donating different amounts to the fundraising pot rather than one set amount; it is not designed or promoted to be a ‘money back’ scheme where friends receive heavy discounts to shows in return for their membership fees, but rather to allow an audience to actively engage with and contribute to the development and success of their theatre. The benefits therefore are a thank you, and the focus is bringing the audience into the world of the New Wolsey Theatre and providing a special experience.
So who are we targeting, and by not offering a scheme where friends essentially get their money back, is that limiting the number of participants? We would argue no, a friends’ scheme should be about the theatre giving back to the friends, but that there is far more value in the non-monetary aspects and involvement such as backstage tours, getting to know the staff and talks from theatre professionals. Through these, the scheme is creating a more long-term loyalty from friends than if it were just about the money back equivalent. It is essentially about an experience.
Prior to launch, the scheme was tested by inviting a group of 40 regular theatre attenders to see a show and discuss the three tiers, their benefits and pricing. This was an invaluable exercise in gauging support, and resulted in a number of early memberships.
They want to create an environment that allows friends a sense of ownership and one that updates regularly on how their support is helping to continue community and youth projects, nurture talent and keep the arts alive in their area. It is anticipated that the mutually beneficial scheme will strengthen audience relationships, increase loyalty and encourage advocacy. This empowers them to be a part of the New Wolsey more completely with a greater sense of ownership over their regional theatre.