Why "Measure Twice; Cut Once" Matters in Nonprofit Marketing

February 4, 2025

This is perhaps my favorite saying ever. Well, that and the Bene Gesserit Litany Against Fear, but we aren’t here to talk about my not-so-hidden Dune obsession. We’re here to talk about marketing and how you can achieve the most with your current resources.

“Measure Twice; Cut Once” originated in carpentry. For those unfamiliar with this expression, it’s the idea that before you cut your piece of wood, you take your measurements and then check them again before making that first irreversible move. It’s all about avoiding costly mistakes and time. And while this concept stems from woodworking, it’s one I apply to almost every area of my life—including marketing.

In the world of nonprofit arts marketing, the principle of Measure Twice; Cut Once translates to building capacity and setting yourself up for success long before you need to take action. It’s about planning, strategizing, and creating systems that allow you to be proactive rather than reactive. This week, we’ll explore how you can do this whether you’re just starting your nonprofit journey or looking to refine your processes.

Scenario: Planning for the Year

Imagine you’re a theatre company producing three shows between May 2025 and May 2026:

• The Book of Liz by Amy and David Sedaris - A quirky comedy about Sister Elizabeth Donderstock, a cheeseball-making member of an Amish-like religious community who ventures out into the modern world. A rambunctious comedy premiering in May 2025.

• The Exonerated by Jessica Blank and Erik Jensen - Based on true stories, this play shares the experiences of six wrongfully convicted individuals who were later exonerated. It explores themes of justice, resilience, and systemic bias. A dramatic piece central to your mission and values, premiering in August 2025.

• Avenue Q (Robert Lopez and Jeff Marx) - Adult Avenue Q is a witty, irreverent musical that follows Princeton, a recent college graduate, as he navigates life, love, and purpose in a run-down New York City neighborhood populated by both humans and puppets. A crowd-pleasing musical premiering in December 2025.

  
  
  
  

It's currently January 2025, and your mission is:

We bridge cultural divides through theatre, fostering healing by showcasing the shared humanity in all stories. By prioritizing diverse representation onstage and behind the scenes, we create opportunities that reflect the richness of America’s communities.

Laying the Groundwork in January 2025:

Start by organizing your audience. Segment your email lists into clear categories:

• DonorsPotential/Actual

• Partners

• Ticket Buyers

• Affinity Groups

Next, identify the target audience for each show:

• Comedy: General audiences, younger demographics, and first-time theatergoers who are looking for lighthearted entertainment.

• Drama: Community leaders, social justice advocates, and mission-driven patrons who are drawn to meaningful and impactful storytelling.

• Musical: Families, regular theatergoers, and lapsed patrons who might need a little extra motivation to return to your theatre.

By segmenting your audience and identifying targets for each production, you’re setting yourself up for focused and effective communication. You’ll know exactly who to reach out to and how to tailor your messaging.

Planning Actions for February to May 2025

• February: Begin developing marketing materials for the comedy. This includes posters, flyers, and social media graphics. Draft your initial email campaigns targeting ticket buyers and donors. Use this month to finalize your promotional calendar, detailing when and how you’ll promote each production.

• March: Finalize email templates tailored to each audience segment. For example, an email to donors might emphasize how their contributions support your mission-driven drama, while an email to ticket buyers might focus on the comedy’s entertainment value. Create teaser content for social media to build anticipation.

• April: Start sharing rehearsal photos and videos for the comedy on social media. Offer early bird ticket discounts to encourage advance sales. Announce industry pricing for fellow theater professionals and host a Pay What You Can dress rehearsal to build buzz and accessibility.

• May: Premiere the comedy. During the run, capture audience photos, cast photos, and behind-the-scenes moments. Host meet-and-greet events with the cast and collect testimonials from attendees. These assets will be invaluable for promoting future shows and building long-term engagement.

And, of course, you cannot forget the community to which you belong. You’d be surprised at how many nonprofit arts organizations do not have an industry pricing structure. We all know word of mouth is the most powerful marketing tool out there. Why would we not give members of our community, who love this work more than anyone, opportunities to see as much of the work our field has to offer? When their non-industry friends and family ask for referrals, let yours be the one they speak of first.

Ask Yourself

• In this scenario, what kinds of Affinity Groups could you invite for the Exonerated?

• In this scenario, who would you recommend for an industry night with a pay-what-you-can scale?

Return on Thursday to dive into how your yearlong strategy can drive consistent engagement and support your mission. We’ll discuss leveraging your performances for messaging during key fundraising seasons and using storytelling to amplify your impact.

Tanesha Ford is a nonprofit marketing professional with nearly 15 years of experience helping arts organizations work smarter, not harder. As the founder of For de Arts, Tanesha specializes in empowering small but mighty arts nonprofits with tools and strategies that drive real impact.