Author: Arnold, Mark

Publication Year: 1981

Media Type: Book

Summary:

For years, Danny Newman, author of Subscribe Now and founder of many performing arts subscription audiences across the country, has encouraged the use of telephone as one component of successful subscription campaigns. Although the idea has been pursued by many performing arts institutions for renewing subscribers, Atlanta's Alliance Theatre in association with Morton Katz Associates has largely pioneered the way toward extending the scope of such effort to new prospects.

Abstract:

For years, Danny Newman, author of Subscribe Now and founder of many performing arts subscription audiences across the country, has encouraged the use of telephone as one component of successful subscription campaigns. Although the idea has been pursued by many performing arts institutions for renewing subscribers, Atlanta's Alliance Theatre in association with Morton Katz Associates has largely pioneered the way toward extending the scope of such effort to new prospects. For Dialing for Dollars, this first report in the new Performing Arts Ideabook series, the Alliance's marketing director Mark Arnold shares both theory and practical experience in mounting such campaigns. (p. 1).

CONTENTS
Introduction.
The direct mail dilemma.
An offer you can't refuse.
Go with the pro.
Direct mail is not necessarily a bargain.
The $8.00 breakdown.
Prospecting.
Building a sales team.
A script for any objections.
Sales training/record keeping.
A professional environment.
Cancellation/renewals.
Concluding thoughts.
Appendix:
     A. Additional resources.
     B. Phone record sheet.

Arts & Intersections:

Categories: Fundraising