Music lovers were shocked recently when the San Diego Opera announced, without prior warning, that it was shutting down. However, the opera is poised to resume operations after a fundraising drive.
The opera set a goal of raising $1m by May 19 and, by May 9, had surpassed that figure. Support poured in via a crowdfunding campaign that garnered over 1,700 supporter,s who donated amounts ranging from $10 to $50,000. Donors came from all of San Diego's city council districts, 30 states, and even from Mexico, Italy and Austria.
The crowdfunding is only a first step, however; the opera has set a goal of raising an additional $2.5m by the May 19 deadline. It ultimately needs $6.5m to support its 2015 season. The next effort will use more traditional means such as Direct Mail appeals and engaging the community. Chorus members and other musicians are actively engaged in the effort.
The San Diego Opera is now 50 years old and has a fine reputation, at least according to Marc Scorca, the president and CEO of Opera America, who describes it as “a cultural asset locally and nationally that simply cannot be lost”. To continue its efforts, the opera could work with brochure printers to create a mailer for past and present subscribers, as well as the general public, explaining the situation, discussing plans for the next season, and asking for support.Get a Free Quote for Direct Mail
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