Raising money for culture is hard under any circumstances. But this circumstance is unprecedented.

The popular movie, Crash, has painted a picture of a diverse L.A. that is overwhelmingly divided. Practically hopeless.

Arts presenter Grand Performances paints a different picture:

Grand Performances Case Statement

Several thousand Angelenos come together from their different neighborhoods and factions, sharing the most magical common outdoor space in a new Downtown, listening to and viewing live performances by the best artists in the world music scene, for free. Then, the people spontaneously rise to dance and mingle with one another, celebrating a city of diversity and multi-culturalism.

Which L.A. will the funders of culture want to support? The vision of Crash, which doesn't need their money? Or the vision of Grand Performances which does?

To further complicate the fundraising effort, Grand Performances is surrounded by competing venues on the same street-- Grand Avenue. Thereâs the new Disney Hall, the most architecturally significant concert site on the planet. Thereâs the Music Center, home to one of the largest theater complexes in the world. And thereâs the Museum of Contemporary Art, designed by IM Pei. Clearly, Grand Performances is not the traditional funding choice among the elite supporters of its neighbors.

Given these realities how do you create a convincing message that a free summer concert series held in a public plaza, created for a cause such as diversity and tolerance, as well as presenting world-class art, is worth supporting?

Because the series is mission - as well as culturally driven, there are additional relevant questions with which most other Downtown cultural venues do not have to to contend:

1. Can an increasing amount of the city's residents clinging to their ethnic neighborhoods and economic enclaves of prosperity and poverty, be brought together in a common space by world music and performance arts?
2. Can 5000 people a summer night, celebrating, listening, watching, dancing and enjoying the city lights ---all for free-- create a new spirit for a mega-metropolis?
3. Can a cultural experience of this type create understanding, appreciation, respect and pride all in order to foster tolerance?

Grand Performances Case Statement

Aside from its diversity and culture mission, Grand Performances offers, in a sense, a sub-plot, which may be as important as its major mission. It reflects the social movement of a new Downtown. It sits on the highest geographical point in a Downtown community which is vibrantly re-emerging after decades as the cityâs sleeping, decaying, urban giant. This new Downtown is one of the few shared spaces that has the potential to bring together a balkanized city population. Most Angelenos live provincial lives, settled into their neighborhoods of ethnic and economic sameness, closed in at times by overwhelming traffic.

In the very beginning, during the late 80s, Grand Performanceâ original visionaries saw the potential for Downtown as being the common space for all those living in L.A. and its surrounding areas. Grand Performances believed that the best of world culture offered for free could be a draw for them to mingle, to share their cultures, celebrations, thoughts and dreams about their city. Or simply, for them to talk to one another.

So on California Plazaâs vast multi-tiered outdoor expanse, surrounded by flowing fountains, high rise buildings, the historical Angels Flight funicular rail, Grand Performances was created. On balmy summer evenings, ( and during few hot days) in this location, Grand Performances presents the best there is of world music, dance, and other performance art. Stars such as Ozomatli, Ladysmith Black Mambazo, Liz Wright, Kronos Quartet and Hugh Masekela.

How do you convey all these messages effectively and tell this story in a dramatic, convincing way which will lead foundations, Downtown businesses and corporations as well as private donors to open their wallets?

Passion Marketing believed that the story of Grand Performances had to be told to funders from inspiration, then followed by information. It had to be told from the intangible followed by the tangible. It had be told from the soul of the cause to the soul of the individual. It had to be told as one of arts and culture infused with a mission. It had to be told with intelligence and meaning, and not just through clever twists of phrases and hip, hot copy. It had to be told in an artful way, itself.

After ten years, marketing some of the worldâs largest and most impressive non-profits and foundations, we know that funders give their money away because they believe it dignifies them and they are helping to improve the world. The story must deliver upon that promise. And then it must all be wrapped into a concept that sings, that breaks through the clutter and grabs the reader by jugular vein and shakes him or her into belief.

For Grand Performances, we positioned them as "The Stage that belongs to all of L.A." From there, the story began to flow. It became the stage that belongs to Downtown. The stage that belongs to summer nights. The stage that belongs to free concerts. The stage that belongs to critical acclaim. The piece became one of celebration and excitement, of diversity and of art. It opened itself both to funders of culture and funders of urban issues, funders of downtown revival and funders of ethnic interest.

It also shows that Crash is not the only L.A. story. There are many others. Some of them are wonderful.

To see the case statement, click below:

Grand Performances Case Statement

Passion Marketing works exclusively in the non-profit sector. Our clients come to us for marketing expertise related to fundraising, advocacy and program participation. For more information on our Consensus Marketing Seminars, strategy and idea plans, facilitated issue conversations, consulting, creative services and public relations, visit www.passionmarketing.com. You may also contact Annabelle Stevens at astevens@passionmarketing.com or at 213-624-0612.

For more information on Grand Performances, go to www.grandperformances.org or contact Michael Alexander at comments@grandperformances.org

Thank you for reading this Inform from Passion Marketing.

GARY WEXLER, FOUNDER AND PRESIDENT
Passion Marketing - Capturing the Intangible. Marketing for non profits.