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Opening Nights Events & Donor Cultivation

May 2025

This article is related to a recently completed custom research project ABA conducted on behalf of a performing arts member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com. 

How are performing arts organizations leveraging their opening night events and subscriptions packages for donor cultivation? To answer this questions, ABA conducted a multi-phase study, including an ABA executive benchmark poll, internal stakeholder surveys for the commissioning member, followed by qualitative interviews with 7 organizations. Below we have shared the results from the qualitative interview report.

Highlights of this study include:

  • Most organizations we spoke with do not have an exclusive Opening night Subscription Package. Opening night receptions are by invitation, usually to donors above a certain pay level.  Across the organizations we spoke with, opening night receptions are most often available to donors above the $2,000/$2,5000 giving level.

  • Most opening night events include some presence of staff and leadership to mix and mingle with guests and provide that personal connection to the organization. Donors seem to value most the opportunity to create those connections and to hear about the artistic process.

  • In addition to opening night receptions, many organizations host other smaller donor events either to steward their top donors with more private events or to help the pipeline and boost engagement from lower-level donors. Behind the scenes perspectives and rehearsals seem very popular and a good way to engage donors with the artistic process they are contributing towards.

Members can download the full report below.