In the nonprofit arts world, we love to believe we’re above the fray. We tell ourselves we’re “neutral,” “inclusive,” “about the work.” But in the era of cancel culture, conscientious consumerism, and identity politics, well everything becomes political. Every logo, every color palette, every casting decision, every donor thank-you note says something. Are you saying what you mean to say? Or are you speaking so broadly that you’ve ended up saying nothing at all?

After several seasons observing the human species (and binging Third Rock from the Sun for inspiration), I’ve come to a groundbreaking realization: audience segmentation, as Earthlings practice it, is deeply flawed—but not useless.

Real inclusion isn't about throwing every identity into the picture—it’s about intentionally choosing who you are serving and designing experiences for them.

If your arts organization refuses to consider discounting packages, pay-what-you-will nights, or affinity group ticketing strategies, let me say the quiet part out loud: you are upholding exclusionary systems rooted in white supremacist culture. Full stop.

Don't miss out on the most loyal, event-attending, art-loving generation out there: Generation X.

Picture it. It’s 2025, and you’re a performing arts nonprofit with four part-time employees. You’re about to launch a world-premiere musical theater production for children, Papa’s Pagris. You have seven months until opening night, a tiny marketing budget, and about a million things on your plate. How do you get eyes on your pre-production efforts? And, most importantly, how do you get butts in seats?

We discussed how the way you tell a story shapes what people take away from it—and how nonprofits need to craft relatable, audience-centered stories to drive engagement. Now, let’s take it a step further. How do you bring your story to life so that it moves people to action?

Are you telling your story in a way that moves people to action, or are you just listing facts and hoping they resonate?

Okay, you’ve identified your overarching message, you know your audience, and your mission statement is solid. You’re ready to take the marketing arena by storm! Except… life happens.