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Home > About > News and Events > News > Field News > How Kansas City Rep Reignited its Annual Appeal

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How Kansas City Rep Reignited its Annual Appeal

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Aug 25, 2016

Kansas City Repertory Theatre, in looking to increase patron revenue, turned to the annual appeal as a potential opportunity for growth. At the TRG Arts website, they explain the strategies put in place that delivered a 41% increase in annual fund upgrades.

Ultimately, their strategic shifts led to four areas of increased revenue:

  • Gift size increased overall. KC Rep raised their minimum ask to $100 in all solicitations to subscriber non-donors and current donors under $100, which resulted in 10% growth in average gift size under $1000.
  • The pool of donors was slightly larger. KC Rep saw an overall 4% increase in donors and a 7% improvement in renewal rate.
  • The slightly larger pool of donors gave more. KC Rep experienced a 41% increase in the number of donors who increased their donation from 2013-14 to 2014-15. At the same time, they experienced a 26% decline in downgraded gifts.
  • More donors gave more frequently. The 2014-15 season saw an 18% increase in multi-givers, donor households who gave more than once in the fiscal year. Multi-givers grew from 71 in 2012-13 to 116 in 2014-15.

TRG Arts attributes these outcomes to an increase in touchpoints during the campaign, a “don’t ask for less than $100 rule,” and a close examination of the data on who was responding to fundraising campaigns.

Read the full article for a more detailed breakdown the revamped annual appeal strategy.

This resource brought to you by the National Guild for Community Arts Education.