Is technology the silver bullet for arts marketing?

From the Chronicle of Philanthropy (excerpt):

Fascinating information about the way the internet, Web 2.0 applications and social media will change arts marketing (and fundraising).

After years of investing in new technology and online communications, many arts and cultural groups are finally seeing a payoff, just in time to help them weather the worst economic climate most charities have ever seen -- and one that disproportionally threatens arts groups. For several years, Internet marketing has been viewed as a way to supplement traditional practices. But now, with the tight economy, some groups are counting on online communication as a way to save money while still reaching a wide audience and reducing traditional marketing and communication budgets. Online tools have helped organizations cut back on expensive print ads and on broadcasts to promote programs. [For instance,] the Kennedy Center expects to reduce its marketing budget by 20% this season through increased Internet marketing. For a group in California, technology isn't just a tool to save money and expand audiences, but a means of rescue. Shakespeare Santa Cruz came close to closing at the end of last year...[by] December 12, the group could continue only if it raised $300,000, entirely in cash from individuals, within 10 days. The goal seemed unreachable; during an entire season, the troupe usually raises about $450,000. It couldn't spend money in an effort to raise the cash, and there wasn't time for a traditional print campaign. Instead it sent e-mail messages to its media contacts and the 6,300 supporters on its database. Word also went out on the group's Web site, as well as Facebook and MySpace. Shakespeare Santa Cruz raised more than $416,000, from 2,050 donors locally and across the country. "It is absolutely undeniable that the Internet saved Shakespeare Santa Cruz," says Dana Werdmuller, director of marketing and public relations.. "Of course the people really did, but the tool made it possible."

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