Migrating Undermain Theatre's patron marketing and management to the Cloud while decreasing operational expenditure
The Undermain Theatre operates as an 80-seat regional theater and home to Deep Ellum Theatre Group, a professional ensemble. The company inspires, educates, and challenges through productions of new and experimental works across Dallas, New York City, and Europe. Established nearly 35 years ago by artists deeply committed to theater's artistic development.
Performing arts venues face significant obstacles attracting audiences and sustaining challenging, rewarding, and profitable programming. The challenge involves reaching existing and prospective patrons about upcoming shows while building new audiences and retaining current ones. As a nonprofit, Undermain relies on donations and ticket revenue to maintain community arts programming.
BTH deployed Patron Manager on Salesforce to manage shows and productions. The approach included: identifying target audiences, sending timely communications, managing reminder email campaigns, configuring reports and dashboards analyzing donors/audiences/market interests by age/geography/preferences, designing subscription models.
Automation: Salesforce Workflows managed season passes and notifications, customized email templates reduced content recreation time, MyEmma integration enabled targeted marketing and subscription management, scheduled emails with dynamic Salesforce data, Conga Mail Merge expedited year-end donor tax letter delivery.
Salesforce became the integration hub for all applications, enabling unprecedented data analysis. The platform streamlined donor correspondence, patron information management, ticket sales, and targeted email delivery.
"Beyond the Horizon migrated Undermain Theatre's data to the cloud and integrated data and processes across operational functions. Donor management and ticketing expanded into grants management, marketing, and membership management. With consolidated data, Undermain can readily view individual patron activities and engagements—previously impossible. These benefits were achieved while decreasing ongoing technology operational expenditures."
BTH builds Salesforce solutions sized for organizations of every scale.
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