Have you ever attended a Fringe Festival? I ask because the Toronto Fringe Festival starts today running from July 3-14. Last year I worked for the Toronto Fringe in the development department and before the summer festival last year we launched a campaign to raise $100,000 by July 31. The goal was met by the last day of the festival, over two weeks before the deadline.
When I mentioned to people I worked at the Toronto Fringe many had never heard of the festival. This year it will be celebrating its 31st year.
Who are the The Toronto Fringe?
They are a non profit grassroots organization that produces the largest theatre festival in the city. They run two festivals. The summer festival happens, July 3-14 with with over 150 shows and the Next Stage festival is smaller and takes place in January. This festival is usually about 10 shows of artists that have previously participated in a fringe show although they opened it up this year.
Before I started at the Fringe I had been to a few shows. What I didn’t know until I started reading up about them was the criteria to get into the summer festival was by lottery. It is great that anyone who has a story to tell has the opportunity without being worried about not fitting a jury’s criteria. I love that it gives artists new and established the creative freedom to showcase their work. Artist being actor, producer, director, stage manager etc.
As Fringe is such a grass roots organization it is supported year round by just 5 full time members of staff. More staff and volunteers are taken on during the year as needed. All ticket sales from the festivals are returned to the artists. Therefore, any fundraising that is to help the core fringe team run the festival each year and to give artists the outlet.
Although I’m not working at the Fringe this year I still feel very much part of it as I mentioned in the header, I am Toronto Fringe famous. I appear on the cover of the 2019 festival program guide standing front and centre.
Last year I recorded a Facebook live talking about how I got #startedatthefringe and what I learned at the Fringe that I could apply in my own business.
How I started at the Fringe?
I started in December 2017. I worked in the development department. The job came at the perfect time for me I had been working on and in my business and was struggling to move it forward and bring in income to not only survive and thrive. To be honest I had a good run, it had been nearly 2 years since I have left my job in January 2016. I knew it was time to get a job again. I didn’t want to go full time again I knew it would be really challenging to keep my business going. Being able to work part time and still work on my business was perfect for me.
As I said the Fringe has a small core team. My department just consisted of 2 people. My role was mainly outreaching to organizations to partner with the fringe sponsorships of straight up cash, in kind sponsorship, matched donations, government and foundation grants.
What did I learn at the Fringe that I could apply in my own business?
Don’t always go after the big name brands, we were looking for liquor sponsors. You immediately think big names like jack Daniels. The problem is every other organization are also going after big names so it is very competitive. There are many micro distilleries in Toronto. After approaching them we managed to land one to become our vodka and gin sponsors.
Contact, who you know, if you know someone who works at an organization where you would like to partner with. We were looking for a sponsor for the 24-hour play contest. When I started looking at colleges and universities I remembered I knew someone who worked at Centennial. When I contacted her she gave me a name. It saved so much time needing to find out who it was. She already worked there and could look it up for internally. They later became a sponsor.
Attend events where potentials sponsors are, one weekend I attended the riverside wine and beer festival. There were many wineries in attendance giving out samples. Of course, I was there in the name of research for the fringe. I spoke to the reps about the festival and got in contact with them afterwards. One of them became a wine sponsor.
Don’t just ask for a straight up donation, so many organizations have a limited budget and can only accommodate so many requests. Sometimes if you go to them with an offer to match fund or ask for a percentage off the purchase they may be more inclined to help.
Follow up until they say no, when you send an email. Sometimes they may look at it, but are too busy to respond.
That is what I learned working at the Fringe last year, lessons that have been helpful in my Image Consulting business. If you are in Toronto and like theatre festivals do get out to see a show or more at the Toronto Fringe to support artists. I will be checking out some shows, if you see me at a show or at the patio say hello.