the City of Winston-Salem, which earmarked $75,000 for operating expenses and an additional $25,000 for a special evening program for teenagers.
The Festival has a budget of $1.5 million, thanks to efforts from the fundraising committee, which begins its search for new funding sources within days of the end of one Festival to prepare for the next. The committee divides funding sources into sponsors, contributors, advertisers, revenues (mainly ticket sales), and membership drives. Current sponsors are local and national businesses that donated $50,000 and more, such as Wachovia, American Express, Hanesbrands Inc., the Winston-Salem/Forsyth County Arts Council, and the North Carolina Arts Council. The committee expects to raise more than $850,000 from corporate sponsorships, grants, and donations for the 2009 event.
While the public’s response to the Festival has helped dispel the myth that shows produced by black theaters are not good enough to attract grant money, Patton points out that it is an ongoing challenge to obtain the money needed to produce the event. However, supporting the theater community often means that the community will offer support in return. Last year, the Festival received $65,000 from individual supporters through the Marvtastic Society, the most the Society has ever raised. Created in 2003, the Marvtastic Society gives individuals an opportunity to offer financial support with a donation of at least $1,000.
Another popular feature at the event is the Readers’ Theatre of New Works, a showcase of more than 30 original works written by renowned and aspiring playwrights. An intimate conversation between the playwright and the audience takes place, as well as a constructive critique of the work. “People are less likely to be defensive and [more likely to] listen in this setting,” says Robinson, adding that the weeklong activities brought the city about $13.6 million in revenues last summer.
Festival Leaders’ Advice
Be persistent. Sprinkle-Hamlin says her husband filled out more than 75 foundation and corporation grant applications during the first wave of fundraising in 1989. “He heard back from two companies,” she says.
Get the word out. Exposure is valuable. Free exposure is priceless. If you want to draw attention to your business, turn to your local newspaper for coverage. Pitch the story as if you are pitching to a bank.
Do your research. The National Black Theatre Festival has an established network of executive contacts for new grants. The Foundation Center (www.foundationcenter.org) is another major resource for grant research and writing in the U.S.
Be creative. Don’t stick with the traditional methods of raising money. Think outside the box. The Festival’s fundraising committee is considering plans to hold a celebrity golf tournament to raise money for the next event.