Page 17 - Spring 2020 Digital inLEAGUE Volume 43 Number 02
P. 17
Balcony reconstruction at the Wheeler
Opera House, Aspen, CO | Photo
courtesy Mills + Schnoering Architects
study, but theatre operators cannot afford not to do determine if the project might be supported and at
some level of study before they launch into a capital what levels, and this information might lead you to
project. Obtaining even a preliminary study and risk go forward as planned, make adjustments to reduce
assessment will help existing and prospective theatre the project size or alter certain design elements, or
managers understand what way they might want actually increase the size of the project. Sometimes
to go. A preliminary study can explain the business a larger and bolder project approach will appeal to
planning process, needs assessment, program plan certain donors.
definition, and the viability of your theatre’s existing A development consultant can also assist you and
plan. The viability factor may influence how you your board in how to ask for money. Asking for support
approach the design of renovations or additions. can be one of the scariest tasks, but it must be done
On a related note, don’t rely on your architect to by the people in your organization who represent
be your business planner. An architect and design the project. Resist the urge to ask the local business
team will design for what you tell them you need, and owner at a cocktail party, soccer game, or in the
while they should be able to provide suggestions and supermarket if they will give you money to support the
solutions to technical, code, and comfort issues, and project. All “asks” for money should be researched,
what has worked well in other places, you should not planned, and rehearsed. This process can help you
rely on them to develop your market strategy and identify who will do the asking, how the ask will be
financial plan. made, and how much should be requested. One
First, you need to know how much money you will common pitfall is asking for too little. For example, you
need, a figure that can be addressed initially during want to avoid asking a potential donor for $10,000
the market analysis, or through a separate conceptual when, given an informed approach, the donor might
design study. Then, you will need to figure out funding have been willing to give $100,000 or more.
sources and set about developing a plan to go out If you’re considering hiring a fundraising consultant,
and get the funding. you want to avoid a couple of pitfalls:
Consider how the money to realize your goals will be • Never hire a consultant to only identify prospects.
raised. If your current team does not include someone You could end up with a list of potential donors,
experienced in raising money, you might consider but you might not know what to do with them.
engaging a development consulting professional to
determine the capacity of your community and the • Never hire a consultant for a fee based on a
individuals, corporations, and foundations that should percentage of what is targeted or raised. This is
be considered initially as part of your campaign. against Association of Fundraising Professionals
Without this information, your leadership might rules, and illegal in many states.
automatically assume that whatever number has Look for consultants who charge a flat fee for
been put on the table is too high, or that this level of services and who specify the amount of on-site time
funding could never be raised in their community. they will spend, the number of people involved in
They might be correct, but you will not know for sure your campaign, and expected expenses, and then
without research. A development consultant can help negotiate a maximum 30-day escape clause.
(Continued on next page.)
May 2020 INLEAGUE | PAGE 15
