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By Brandon Seng
Michigan Nonprofit Association
Photo By David Kamm
When it comes to soliciting new donors, for Wellspring/Cori Terry & Dancers, a Kalamazoo based nonprofit, it’s all about creating connections with their community. Wellspring, the oldest modern dance company in Western Michigan, provides accessible and affordable opportunities for everyone to participate in their programming, thereby bringing a consistent stream of potential donors into their organization. Audience receptions after performances, workshops hosted throughout their community and open rehearsals are used as tools to draw new faces and funding to Wellspring.
Wellspring/Cori Terry & Dancers recently launched its 2008/2009 Annual Fund Campaign, and even in a slow economy, is seeing new donors pledge money, while past donors continue to give to their cause. “We’re always excited to see people donating for the first time,” said Maria Suszynski, Executive Director of Wellspring. “Our effort to educate the community about the history of modern dance and our organization’s place in that history has been critical in advancing our mission as well as our fundraising efforts.”
The modern dance organization has also launched several discounted ticket sales programs for the fall. ‘Pay-What-You-Can Sunday’ is one such program. On Sunday, November 16, the public can enjoy a Wellspring performance without exhausting their budgets. Attendees are asked to give only what they can afford, ranging anywhere from a $5 donation to the full ticket price of $20. The program is helping individuals and families who would have cut the expense from their budgets stay involved in the arts. Wellspring has made it a point to encourage any level of contribution in their annual campaign as well, but stresses the importance of being specific in their requests for donations.
The organization implements a fundraising strategy that reminds donors of the amount they contributed in the previous year, and then requests a modest increase in their contribution. “We are very up front with our donors,” explains Matthew Downey, Wellspring board member and chair of their Fund Development Committee. “Too often charities offer a great case for support but then shy away from being specific about what they need from their donors. Wellspring donors very often respond by giving the amount we ask for.” Since implementing this strategy, Wellspring has witnessed a steady increase in the amount raised through individual giving.
While modern dance might not tell a specific story, it expresses a feeling, sentiment or idea. This is a unique characteristic that has been captured this year in Wellspring’s outreach materials. By using colorful images and vivid designs in their online and printed materials, Wellspring visually shares the rich history of modern dance and communicates how far their organization has come. The fact that Wellspring/Cori Terry & Dancers has survived 30 years in a town of Kalamazoo’s size alone gives its art context and shapes powerful messaging.
By creating connections, Wellspring has not only garnered support from individuals, but has engaged other community organizations in their effort. “I don’t know anyone in these times that can survive if they’re not collaborating with other organizations and artists,” said Suszynski. “Wellspring is constantly looking for opportunities to reach out in new ways and share resources with organizations trying to reach the same audience.”
Most recently this modern dance organization began using online tools and social networking to broaden their funding base. By utilizing tools like Facebook and Flickr, the organization hopes to further engage their community. While these initiatives are new, Wellspring has seen an increase in donations made online in the past year, and expects to see similar if not more donations coming through the web this year.
Wellspring/Cori Terry & Dancers has been an MNA member since December of 2007. For more information about this organization, or to contribute to their annual campaign, visit www.wellspringdance.org.
*Story provided by the Michigan Nonprofit Association
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