There's a story of a farmer who wants to teach his horse to give up eating. "Think of the money I'll save," he boasts to his neighbor. And every day, the farmer teaches his horse a little more, by withholding a little more food. A couple of weeks later, his neighbor sees the farmer walking to town. "Where's your horse?" he asks. "Bad luck," replies the farmer, "Just as soon as I taught that horse to eat nothing at all - he died!"
This isn't a parable about your marketing budget. Of course it's been cut. It SHOULD be cut. I don't know an arts organization that doesn't need to exercise extreme budgetary prudence.
This is a question about your audience. How well are you feeding your organization the new audiences it needs to survive?Read More