Alvin Ailey American Dance Theater

Leading for the Future

We have worked with Alvin Ailey American Dance Theater since 2008 when the company received a major grant called “Leading for the Future,” from the Doris Duke Foundation. The grant’s focus was to help Ailey develop a more sophisticated online strategy. This included building a new website, optimizing social media, and incorporating analytic tools to measure success across platforms.

This project has allowed Capacity Interactive and Ailey to experiment with many digital marketing tools and tactics. A few examples include:

We helped rethink Ailey’s email program incorporating triggered emails that are sent to users based on actions they take on the Ailey website. So if a user browses certain site pages they receieve follow up emails based on the actions they took on the site. These emails receive open rates close to 50% and help drive incremental sales.

On the fundraising front, we’ve worked together to understand what inspires Ailey’s donors to support the company. Through rethinking how we message asks for support and retooling our email fundraising efforts, on Ailey’s end of year campaigns we’ve been able to more than double the amount donated for two years in a row.

We’ve helped Ailey build one of the largest and most engaged Facebook communities in the performing arts industry. We’ve done this through understanding and analyzing Facebook Insights and supplementing organic efforts with strategic advertising, sweepstakes and custom applications.

Photo courtesy of Alvin Ailey American Dance Theater

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