The West Australian Opera’s private giving program builds friendships between donors and the company. In just four years the company has developed an active group of donors who love and engage with WA Opera, and whose contributions make a significant difference to its programs.
Since 2007 donor support has enabled WA Opera to buy a new grand piano and strengthen its Young Artist program through residencies with visiting national and international artists, as well as additional movement, language and diction classes and singing lessons for young artists. All donated funds go towards these expenses.
A program of regular events enables WA Opera to create connections between donors, artists and staff. The company encourages donors to mingle with artists, learn more about the production process, and network with each other. Each main house production has an open rehearsal, enabling donors to see behind the scenes and watch the director and artists at work. Donor luncheons are held with artists seated among the donors, creating an opportunity to establish relationships and often leading to keen interest in the career paths of young artists. Donors pay a fee to attend these lunches.
The program is in its fourth year and there has been consistent growth over that time. Around 14 per cent of the company’s income is now generated by the giving program. The total value of donations has risen from $33,000 in 2006 to over $240,000 in 2009.
The board members play an important role by donating money themselves, promoting the program and recommending it to friends and colleagues. All members of staff have a role to play – each member is known to the company’s donors.
In 2009 the company branched out into fundraising events, such as private functions at donors’ homes to which donors, prospective donors, board members and employees are invited. Entertainment is provided by company artists, and wine by sponsors. All events have a specific purpose for the funds to be donated, such as artist travel, new instruments, or student exchanges with international companies.
The giving program is now achieving consistent and regular contributions, helping to support the costs of presenting the highest-quality opera in Western Australia.
WA Opera was state winner of the AbaF Giving Award at the 2010 AbaF Awards in Western Australia.
Image: Young artists Jennifer Barrington and Roberto Abate in principal roles in Opera in the Park 2010. Photo: James Roger