“Well, if that’s your story, then classical music is cancelled!” That’s what I would jokingly say whenever someone lamented, “Nobody knows or even cares that there’s an orchestra in our city. Nobody understands us, our value, or our worth.” This sentiment is all too common among orchestras across the country.
So, how can orchestras make their value and worth known, understood, and relatable? While having a logo and a well-designed website is a good start, the most powerful tool to capture attention and hearts is a compelling narrative. With all the social media options, there has never been a better way to share that narrative with the world.
Creating an engaging narrative comes with a big caveat: whether for-profit or non-profit, people’s short attention spans don’t discriminate. You have about 3 seconds to grab someone’s interest and just a few more seconds to get to the point. The message must be immediately compelling and relatable.
Despite the importance of storytelling for raising awareness, many orchestras struggle with it. Their messages are often diluted or fail to deliver concise points. Online promotional videos or television commercials frequently overwhelm viewers with too much information or overly verbose topics, ultimately boring the audience, or potential audience.
While orchestras aim to communicate about education, entertainment, and culture, what’s often missing is a story arc and tension to draw people in. People need to care about and identify with what’s happening in any story to make it effective. As obvious as that may sound, there is scientific evidence supporting this. Neuroscientist Dr. Paul J. Zak discovered that when people are drawn into a gripping narrative, their brains synthesize oxytocin, which affects their attitudes, beliefs, and behaviors.
Dr. Zak’s entire study is fascinating, and I encourage you to read his research. You can also find an additional feature article about how stories change the brain here. In brief, Dr. Zak found that when participants were shown compelling stories on video and then asked if they’d like to donate to the organization featured in the video, donations were 261% higher when oxytocin was released.
The power of storytelling should not be underestimated. If more orchestras created succinct yet compelling dramatic narratives, they would likely find what Dr. Zak discovered: generous, charitable, and compassionate people who care much more after hearing a captivating story.
Consistency and well-planned campaigns are also crucial. Simply posting on the immediate days leading up to a campaign, like Giving Tuesday in the late fall, is ineffective. How can audiences know about or care for the orchestra if there was no lead-up to Giving Tuesday or any fundraising campaign? You can’t just drop a “Hey, we need money and support right now” and expect people to understand your value and identity as a nonprofit. You must commit to regular updates that are interesting and engaging, creating a long lead-up time before asking for money. You need to demonstrate a story arc, showing that you have a well-thought-out plan.
Here are five tips to help orchestras harness the power of storytelling and create effective campaigns:
- Develop a Compelling Narrative: Create a story that captures the essence of your orchestra. Highlight the unique aspects, such as your history, key performances, and community impact. Make sure it resonates emotionally with your audience.
- Engage Consistently: Maintain regular communication with your audience. Share updates, behind-the-scenes content, and stories about your musicians and community initiatives. Consistency helps keep your orchestra top of mind.
- Plan Ahead: Don’t wait until the last minute to start your campaign. Begin sharing your story well in advance of fundraising events. Build anticipation and engagement over time to ensure your audience is primed and ready to support you.
- Leverage Multiple Platforms: Utilize various social media platforms, email newsletters, and your website to share your story. Different platforms can help reach a broader audience and ensure your message is seen by as many people as possible.
- Showcase Impact: Highlight the tangible impact of your orchestra’s work. Share stories and testimonials from community members, students, and audience members who have been positively affected by your performances and programs. Demonstrating real-world impact can inspire greater support and engagement.
In essence, orchestras must harness the transformative power of storytelling to connect with their communities deeply. By crafting narratives that resonate, maintaining consistent engagement, and planning thoughtful campaigns, orchestras can ensure their voices are heard, understood, and valued. This proactive approach not only enhances support but also cultivates lasting relationships that sustain the arts for generations to come.
There are a lot of good points in this post. In my observations over the past 8 seasons of activity attending, subscribing, and listening to symphonic, chamber music, and opera, I’m not sure all organizations are concerned with story telling and capturing hearts and minds. They ARE interested in either (used to illustrate the silos in the larger organizations) selling tickets and subscriptions, OR giving donations. Yes, in smaller organizations logically it is a buy ticket (1 or more) AND donate). But I digress. A few years ago, when I asked the music director of my local orchestra, he deferred to the VP of artistic planning to articulate the “arc of programming” over the next few years. And as could be expected, I think that was the planning time for a season that initially had ZERO women composers. Oh how that is changed in some ways.
When in that first year (2015-2016), I said to a development staff member, I would like to know most of the orchestra, the reply was a) that’s almost impossible and b) you would be lucky to talk with a few members that come to the high end donor’s lounge during open rehearsals or some special donor events. I took that has a challenge and found that donating a Breville Oracle Espresso machine (the Breville Tea Maker is almost forgotten) and supplying scotch for run outs and some Saturday after concert hangs was more than enough to help reach my goal — along with attending many orchestra concerts and musicians chamber concerts (not always Orchestra sponsored).
While I had two interviews about my connections and support of the orchestra appear on an old web site, subsequent changes and mergers have obliterated those interviews from view. After far too many questions from staff, I have developed a hands off approach to the administration. In fact after a recent issue when attempting to secure a multi event build my own subscription for 2024-2025, and several emails, I’ve decided to take a leave of absence from that organization. Since that exchange, other than a few marketing announcements for concerts associated with last season’s purchased concerts, I haven’t received any correspondence from said organization. I’ve just diverted my support to other organizations. I guess at my level, I’m irrelevant and immaterial. Too bad it countermines some of the objectives you outline in your blog post.
Thank you for sharing your experience. It’s disheartening to hear how your dedication to your local orchestra wasn’t met with the connection and appreciation you deserved. This disconnect highlights exactly why storytelling and relationship-building are so crucial in the arts. When organizations focus too narrowly on ticket sales or donations, they risk losing the deeper connections that truly sustain them. Your story is a powerful reminder that it’s not just about the music—it’s about making everyone feel valued and part of the journey. I hope more organizations take this to heart.