Programme ads and the auction

Almost every community theater sells advertising in its programme, and almost every one sells it to the same restaurants, insurance brokers, dentists and print shops that an auction committee would approach for items. Two volunteer groups, one high street, and usually no shared list.

One list, two asks, decided in advance

Put every local business on a single sheet with one column: programme ad, auction item, or both. Decide before either committee starts.

• Ad only — businesses that want visibility and have no goods or services that auction well. An insurance broker, an accountant
• Item only — businesses with something people bid on but no interest in an ad. A spa, an experience provider, a chef
• Both — restaurants and retailers near the theater, who benefit from the programme and have something worth bidding on. Ask once, for both, in the same conversation

That third row is the whole point. A restaurant asked for an ad in September and an item in February by two different volunteers experiences a disorganised theater. The same restaurant asked once for both, with the reason, experiences a professional one — and frequently says yes to both.

Bundle the ask where it makes sense

Offer a combined tier: an ad in the programme plus recognition on the auction item they donate, at a price that reflects both. It is easier for a business to approve one decision than two, and it means one volunteer visit instead of two.

Use the programme for the auction

The programme is a printed asset in the hands of a seated audience, and it is usually used only for advertising. A QR code and one line about the auction costs a layout change and reaches the most attentive audience the auction will get.

Offer the businesses in the programme a mention on the auction page in return. It costs nothing, it improves their placement, and it makes the combined ask easier next season.

Do not let the two revenue lines compete internally

If both are counted separately and the board compares them, one committee starts protecting its businesses from the other. Report them together as local business support, with the two components shown, and the incentive to compete disappears.

Keep the list

Business, contact, what they gave, which ask, what it raised, when to approach again. Community theater committees turn over with the season, and this list is the thing that stops the next chair rediscovering the same high street from scratch.

The wider procurement order: getting items donated.