{"id":543,"date":"2023-09-19T00:01:00","date_gmt":"2023-09-19T00:01:00","guid":{"rendered":"https:\/\/www.artsjournal.com\/scenechange\/?p=543"},"modified":"2023-09-19T07:49:11","modified_gmt":"2023-09-19T07:49:11","slug":"if-your-nonprofit-arts-organizations-audience-is-comprised-solely-of-ticket-buyers-you-missed-the-point-the-boat-and-your-chance","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/scenechange\/2023\/09\/19\/if-your-nonprofit-arts-organizations-audience-is-comprised-solely-of-ticket-buyers-you-missed-the-point-the-boat-and-your-chance\/","title":{"rendered":"If Your Nonprofit Arts Organization\u2019s Audience Is Comprised Solely of Ticket Buyers, You Missed the Point, the Boat, and Your Chance"},"content":{"rendered":"\n

Have you stuck by your audience? Are you stuck with<\/em> your audience? Would you like to get unstuck?<\/strong><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Subscriptions are dead. Subscriptions are not dead.<\/p>\n\n\n\n

Frequent buying of tickets is a pipe dream. Frequency is occurring at nonprofit arts organizations that aren\u2019t yours.<\/p>\n\n\n\n

Ticketbuyers are old, want to be entertained, and dying off. Ticketbuyers are old, want to be entertained, and dying off.<\/p>\n\n\n\n

Hmm.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Artistic leaders are flummoxed by trying to decipher an audience\u2019s taste. Artistic leaders don\u2019t give a rat\u2019s patootie about the audience\u2019s taste.<\/p>\n\n\n\n

Nonprofit arts organizations have a newfound enthusiasm toward producing works by diverse artists, not only because they have a newfound enthusiasm toward DEI practices, but because it\u2019s the right thing to do. Nonprofit arts organizations\u2019 audiences tend not to purchase very many tickets to works by diverse artists, because their long-held enthusiasm isn\u2019t really centered on difficult stories about other people that make them feel bad.<\/p>\n\n\n\n

Nonprofit arts organizations, especially the large ones, never would have moved toward this \u201centhusiasm\u201d if it were not for the killing of George Floyd, their own artists, and their fear of appearing tone-deaf to society. Nonprofit arts organizations\u2019 audiences believe that their artistic leaders are tone-deaf to what they want, and they\u2019ve been supporting the sector for years with donations and ticket buying.<\/p>\n\n\n\n

Hmm.<\/p>\n\n\n\n

\"\"<\/a>
Photo by Matheus Viana on Pexels<\/figcaption><\/figure>\n\n\n\n

Nonprofit arts organizations sell discounted tickets to the most popular Christmas show\u2014seven months in advance\u2014to provide cash flow during their most cash-strapped times. Nonprofit arts organizations have fewer tickets to sell to the most popular Christmas show at the time of production, forcing them either to raise prices on the remaining inventory or experience cash flow issues in January.<\/p>\n\n\n\n

Nonprofit arts organizations cut personnel when money gets tight because that\u2019s what their corporate board members do with their companies when money gets tight. Nonprofit arts organizations\u2019 audiences lose trust when the \u201cproduct,\u201d which to them is the art on stage and nothing else, is lessened, endangered, too small for the venue, or of lesser production value.<\/p>\n\n\n\n

Nonprofit arts organizations spend less and less money on content, ultimately choosing to close rather than change the way they do business. Nonprofit arts organizations\u2019 audiences spend less and less money on content but still get plenty at home, where they don\u2019t have to be in the same room as strange men wearing makeup. If they want that, RuPaul\u2019s Drag Race <\/em>is on 17 channels.<\/p>\n\n\n\n

Hmm.<\/p>\n\n\n\n

\"\"<\/a>
Photo by cloudzilla is licensed under CC BY 2.0.<\/figcaption><\/figure>\n\n\n\n

\u201cEvents,\u201d defined here as rare occasions in which extraordinarily popular performances occur, still sell out. Taylor Swift sells all the tickets to all the shows. Beyonc\u00e9\u2019s Renaissance Tour will sell all the tickets to all the shows. Broadway tours of Hamilton! <\/em>will sell all the tickets to all the shows, at least for the foreseeable future. All these will be expensive. The idea that some people will be excluded from seeing these events will cause the secondary market to be exorbitant.<\/p>\n\n\n\n

Performances that don\u2019t fit this combination of rarity, spectacle, popularity, and phenomenon-based programming struggle, with some key exceptions, including that Christmas show. (Of course, the people attending that Christmas show only <\/em>attend that Christmas show. Stop depending on them as a potential other-programming audience. Scarce marketing money down the drain.)<\/p>\n\n\n\n

Hmm.<\/p>\n\n\n\n

\"\"<\/a>
\u201cPhoto by C.C.Church\/ Maine State Ballet\u2019s The Nutcracker\u201d by Maine State Ballet is licensed under CC BY 2.0.<\/figcaption><\/figure>\n\n\n\n

Since the first nonprofit arts organizations came into existence, they worked under the assumption that a combination of ticket revenue and donations would financially buttress the production of art. For a time it worked, when these arts organizations were among the \u201conly game in town,\u201d so to speak. Mostly, with a strong Eurocentric heritage of expressing privilege by participating in cliquish joy at \u201ctheir arts organization\u201d (generally run by old, white men, who chose other white men to direct the productions, choreograph the ballets, conduct the orchestras, and curate the museums), the idea of an audience partaking in art (rather than engaging in art) became popular enough to make the whole nonprofit arts organization work. These were the people who bought tickets. These were also the people who donated money. And as long as nothing changed in the world, these organizations could keep on producing art created by (mostly dead) white men.<\/p>\n\n\n\n

In the world of ticket sales, exclusivity is profitable. Popularity is profitable. Availability is not profitable. Unpopularity is not profitable.<\/p>\n\n\n\n

Accessibility, in almost every description of the word, is not profitable.<\/p>\n\n\n\n

Profitable.<\/em> Seems like an odd word to apply to nonprofit<\/em> arts organizations, doesn\u2019t it?<\/strong><\/p>\n\n\n\n

I wonder what would happen if, rather than closing up shop, there were a way for a nonprofit arts organization to determine that fame is a moot topic. Rather than using their bully pulpit to maneuver an unmaneuverable tango of popularity, relevance, and expression through the presentation of art (and using ticket revenues, reputation, and recognition as the measuring sticks for success), what might happen if these charities took it upon themselves to use their work to amplify diverse voices from their own communities, and using that art as a tool in which to make the lives of the neediest in their community better off? And what if, instead of counting the number of paying customers and the revenue they represent, the organization counted how many people were helped, in what ways they were helped, measured the solution of the community\u2019s problems, and then shared that data so that others could replicate that kind of impact? Hmm.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n
\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Based in Kirkland, Washington, <\/em>Alan Harrison<\/em><\/a> is a writer and speaker specializing in nonprofit organizations, strategy, the arts, and life politics. His columns appear regularly in ArtsJournal and other major publications. Contact him directly at <\/em>alan@501c3.guru<\/em><\/a>.<\/em><\/p>\n\n\n\n

If you\u2019re feeling generous or inspired, just <\/em><\/strong>click on the coffee cup<\/em><\/strong><\/a>. <\/em><\/strong>You don\u2019t have to, of course, but if you can afford it and find some value here, please provide the desperate need for caffeine.<\/em><\/p>\n\n\n\n

Alan is always looking for good opportunities to write and consult for nonprofits that need a hand. And, of course, that elusive <\/em>Perfect Opportunity\u2122.<\/em><\/strong><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n
\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Alan\u2019s new book, \u201cScene Change: Why Today\u2019s Nonprofit Arts Organizations Have to Stop Producing Art and Start Producing Impact\u201d<\/em> will be published in late January. CLICK HERE TO PRE-ORDER IN THE UNITED STATES<\/strong><\/a>.<\/strong> If you live in the UK, CLICK HERE<\/strong><\/a>.<\/p>\n\n\n\n

Recruit your local bookstore, conference panel, or boardroom to get a visit from Alan.<\/strong><\/a> <\/strong>Advance copies may be made available for those booking conferences, reading engagements, and speaking engagements. So get on it!<\/strong> (Please.)<\/em><\/p>\n\n\n\n

And don\u2019t forget to let Alan know if you want bulk copies for your board!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Have you stuck by your audience? Are you stuck with your audience? Would you like to get unstuck?<\/p>\n","protected":false},"author":2,"featured_media":544,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21,40,32,25,28,23,18,17],"tags":[10,47],"class_list":{"0":"post-543","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-arts-and-culture","8":"category-change","9":"category-charity","10":"category-development-and-fundraising","11":"category-diversity-equity-inclusion","12":"category-executive-director","13":"category-nonprofit","14":"category-nonprofit-arts-organizations","15":"tag-impact","16":"tag-mission-statement","17":"entry"},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2023\/07\/ripped-ticket1.jpg?fit=1100%2C648&ssl=1","jetpack-related-posts":[{"id":115,"url":"https:\/\/www.artsjournal.com\/scenechange\/2022\/11\/15\/why-successful-nonprofit-arts-organizations-are-more-like-restaurants-than-you-think\/","url_meta":{"origin":543,"position":0},"title":"Why Successful Nonprofit Arts Organizations Are More Like Restaurants Than You Think","author":"Alan Harrison","date":"November 15, 2022","format":false,"excerpt":"Read the menu. It\u2019s for a restaurant called El Bistr\u00f3 Argentino (The Argentinian Bistro). Do you believe that French food is their specialty? Do they believe it? Peanut butter and banana toast? And with Wonder\u00ae Bread, no less? And did you notice the prices? Let me ask you: if you\u2026","rel":"","context":"In "Arts and Culture"","block_context":{"text":"Arts and Culture","link":"https:\/\/www.artsjournal.com\/scenechange\/category\/arts-and-culture\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2022\/10\/Crazy-menu-for-ArtsJournal.png?fit=594%2C275&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2022\/10\/Crazy-menu-for-ArtsJournal.png?fit=594%2C275&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2022\/10\/Crazy-menu-for-ArtsJournal.png?fit=594%2C275&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":1790,"url":"https:\/\/www.artsjournal.com\/scenechange\/2026\/04\/09\/traditional-news-and-nonprofit-art-youre-no-longer-in-charge-they-are\/","url_meta":{"origin":543,"position":1},"title":"Traditional News and Nonprofit Art: You\u2019re No Longer in Charge. They Are.","author":"Alan Harrison","date":"April 9, 2026","format":false,"excerpt":"Here\u2019s another reason for nonprofit arts organizations to make that scene change toward charitable activities.","rel":"","context":"In "Arts and Culture"","block_context":{"text":"Arts and Culture","link":"https:\/\/www.artsjournal.com\/scenechange\/category\/arts-and-culture\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2026\/02\/New-article-about-nothing1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2026\/02\/New-article-about-nothing1.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2026\/02\/New-article-about-nothing1.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2026\/02\/New-article-about-nothing1.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2026\/02\/New-article-about-nothing1.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1048,"url":"https:\/\/www.artsjournal.com\/scenechange\/2024\/09\/17\/nonprofit-arts-organizations-whats-a-community\/","url_meta":{"origin":543,"position":2},"title":"Nonprofit Arts Organizations: What\u2019s a \u201cCommunity?\u201d","author":"Alan Harrison","date":"September 17, 2024","format":false,"excerpt":"Say it, out loud. What is the definition of \u201ccommunity\u201d to your nonprofit arts organization? It may not be the community to which you claim membership.","rel":"","context":"In "Arts and Culture"","block_context":{"text":"Arts and Culture","link":"https:\/\/www.artsjournal.com\/scenechange\/category\/arts-and-culture\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2024\/09\/inigo-square.jpg?fit=1000%2C864&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2024\/09\/inigo-square.jpg?fit=1000%2C864&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2024\/09\/inigo-square.jpg?fit=1000%2C864&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2024\/09\/inigo-square.jpg?fit=1000%2C864&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":1352,"url":"https:\/\/www.artsjournal.com\/scenechange\/2025\/07\/25\/advocacy-for-the-nonprofit-arts-sector-is-currently-meaningless\/","url_meta":{"origin":543,"position":3},"title":"SUMMER RERUN: Advocacy for the Nonprofit Arts Sector is Currently Meaningless","author":"Alan Harrison","date":"July 25, 2025","format":false,"excerpt":"Lost amid a string of inside-baseball phrases and ideologies, officials have little idea as to why they would possibly fund institutions that serve themselves first. It's easy to make the case for art. For artists. For charity. But for humongous nonprofit arts organizations that still can\u2019t figure out why funding\u2026","rel":"","context":"In "Arts and Culture"","block_context":{"text":"Arts and Culture","link":"https:\/\/www.artsjournal.com\/scenechange\/category\/arts-and-culture\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/03\/mural-by-beastman-spotlight-sydenham-in-christchurch-canterbury1.jpg?fit=1000%2C467&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/03\/mural-by-beastman-spotlight-sydenham-in-christchurch-canterbury1.jpg?fit=1000%2C467&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/03\/mural-by-beastman-spotlight-sydenham-in-christchurch-canterbury1.jpg?fit=1000%2C467&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/03\/mural-by-beastman-spotlight-sydenham-in-christchurch-canterbury1.jpg?fit=1000%2C467&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":757,"url":"https:\/\/www.artsjournal.com\/scenechange\/2024\/02\/13\/nonprofit-arts-organizations-you-missed-the-point-again\/","url_meta":{"origin":543,"position":4},"title":"Nonprofit Arts Organizations: You Missed the Point. Again.","author":"Alan Harrison","date":"February 13, 2024","format":false,"excerpt":"Yes, you're a nonprofit. Big deal. Like tennis, if you don't serve well, it's your fault.","rel":"","context":"In "Arts and Culture"","block_context":{"text":"Arts and Culture","link":"https:\/\/www.artsjournal.com\/scenechange\/category\/arts-and-culture\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2023\/12\/Tennis-ball-into-the-net.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2023\/12\/Tennis-ball-into-the-net.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2023\/12\/Tennis-ball-into-the-net.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2023\/12\/Tennis-ball-into-the-net.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2023\/12\/Tennis-ball-into-the-net.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":1288,"url":"https:\/\/www.artsjournal.com\/scenechange\/2025\/02\/25\/nonprofit-arts-success-in-a-changing-environment-tip-2-dont-even-think-about-dumbing-it-down\/","url_meta":{"origin":543,"position":5},"title":"Nonprofit Arts Success in a Changing Environment, Tip 2: Don\u2019t Even THINK About Dumbing It Down","author":"Alan Harrison","date":"February 25, 2025","format":false,"excerpt":"Part 2 of a series of articles about maximizing success in a right-wing, anti-arts America.","rel":"","context":"In "Arts and Culture"","block_context":{"text":"Arts and Culture","link":"https:\/\/www.artsjournal.com\/scenechange\/category\/arts-and-culture\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/01\/snob_by_davewalsh85_df0iix31.jpg?fit=1200%2C649&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/01\/snob_by_davewalsh85_df0iix31.jpg?fit=1200%2C649&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/01\/snob_by_davewalsh85_df0iix31.jpg?fit=1200%2C649&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/01\/snob_by_davewalsh85_df0iix31.jpg?fit=1200%2C649&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.artsjournal.com\/scenechange\/wp-content\/uploads\/2025\/01\/snob_by_davewalsh85_df0iix31.jpg?fit=1200%2C649&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/posts\/543","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/comments?post=543"}],"version-history":[{"count":2,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/posts\/543\/revisions"}],"predecessor-version":[{"id":636,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/posts\/543\/revisions\/636"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/media\/544"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/media?parent=543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/categories?post=543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/scenechange\/wp-json\/wp\/v2\/tags?post=543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}