“Out of sight is out of mind” as the old adage goes. This is especially true now, in our digital age where social media posts fly by and news cycles last minutes instead of days.
It is important to keep your organization in the minds of your patrons, even between your events, or between your seasons. As soon as you stop communicating, even for a short period, it’s as if you vanished from the public sphere. If you were to ask your patrons what your organization is up to a few weeks after your season has ended, what might they say? Or what event or show is coming up next? As media splashes onto the eyes and ears of the public constantly, it washes away things formerly seen or heard, even if the patron cares about the other details more.
So what do you do to keep your organization present in the zeitgeist of your community?
It’s really pretty simple. You communicate, with fun and frequency.
Between projects or seasons, you need to have regular social media postings, blog posts, email newsletters and even press releases going out about what you are up to, how you are working toward the next project, and more. How can you share insider information with your followers to excite them about things to come? Consider doing a feature story or series of posts about the costume staff and their advance work on upcoming shows. What about changes in your organization’s methods and procedures that patrons might find of interest? Might some upcoming guest performers offer a blog post about their excitement and preparation for things to come? Of course, coverage of special events and fundraisers is great content as well. Include pictures and videos where possible, and keep it all coming.
For the most loyal and invested patrons, they will find plenty of detail and interest to dig into. For those less attached but still wanting to know what’s coming up, they can scan the content or even just look at a well crafted subject or headline giving them enough to remember you’re still out there working on the next thing to entertain and enlighten them.
Bottom line, your communication system needs to remain active and engaged with your digital community even if the rest of the company is taking some down time, or only working behind the scenes. Don’t let your loyal patrons or community forget you. Keep up the fun and anticipation of what’s coming next!