Unavoidable Costs Prompts Theatre Company To Rethink Fundraising

has taken a new approach to fundraising this year, organizing a summer campaign separate from the annual fall membership renewal.

The theater set up a fundraising goal of $50,000 this summer, which will be used to attract more talent, improve sets and costumes, and upgrade sound and lighting systems, according to a letter sent to members.

Entering its 27th season this fall, the had in years past bundled the fundraising project with membership renewal letters sent before the start of the season in October. The strategy changed this year, according to Executive Director Sarah Hunnewell, in an effort to better focus the community on donating.

"The fundraising can be lost in the shuffle when you're thinking about buying subscriptions," Hunnewell said. "Unlike most nonprofits who send out fundraisers every 10 minutes, we do just one every year."

HTC sustains itself through ticket sales, business advertising in playbills, and donations. Despite a difficult economic climate that has significantly affected the theater district nationally, this is not a desperate fundraising to recoup significant losses, according to Hunnewell.  

HTC has not seen a drop in business advertising, according to Hunnewell, and ticket price increases have been nominal.

There have been increases in costs, however, that to Hunnewell are unavoidable. Most of the theater staff during its inception were volunteers, and though the theater still accepts volunteers for ushering and other small tasks, the majority of workers are now paid. The pay scale has increased for actors too, according to Hunnewell, and the draw has not necessarily followed suit.

"We don't get any grants," Hunnewell said. "We're in a strange category between amateur and professional."

Where the theater has seen a decline, however, may not solely be attributed to operating costs.

"The biggest problem that every theater will tell you…is the bread and butter of the theater population is getting long in the tooth,"

Hunnewell said, discussing an aging fan-base that attends the theater less frequently. Hunnewell cited that the majority of frequenters come from the 60-70 age group, and in addition to becoming less mobile, are moving away. 

This fundraiser, therefore, is a way to supplement the revenue the theater has lost from a smaller membership pool.

"We're always bringing in new audiences, but it's never quite enough," Hunnewell said. "It's the general question of theater."

To donate, visit the Hamptons Theatre Company website