Atlantic Theater adds viral to e-mail playbill

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The Atlantic Theater Co. plans a shift to digital channels, such as e-mail and social networking, to enhance its ticket sales and increase donor contributions. The 24-year-old off-Broadway theater partnered with service provider eWayDirect to develop and implement the new strategy.

“Prior to this, Atlantic hasn't done a lot of e-marketing,” said Marty Donner, chief revenue officer at eWayDirect. "Most of its e-mail has been directed around last-minute ticket sales."

With its latest push, the theater company plans to create discussion groups around upcoming performances, build social communities, add viral components to e-mail and social networks and segment its customer database in order to identify the company's largest supporters.

Donner said that Atlantic has maintained an e-mail database of ticket buyers that will be used to begin the new push.

“Historically, nonprofits don't think interactively about CRM,” he said. “Atlantic wants to really engage its donors and buck the trend that nonprofits are only reaching out to their base when they need money.”

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