Britten Sinfonia's 'A Tenner for a Tenor' campaign
Britten Sinfonia's 'A Tenner for a Tenor' campaign
By
Will Harriss
SUMMARY
Britten Sinfonia is the UK’s flagship chamber orchestra. In 2010 the orchestra launched a nine-month campaign called ‘A Tenner for a Tenor’ with the aim to generate support for a commission from acclaimed British composer Jonathan Dove, for a chamber ensemble and solo tenor voice. It was the first time Britten Sinfonia had used a crowdfunding approach to fundraising with a single donation of £10 to help commission this piece of work. This case study describes in detail the campaign and how it has sparked a new approach for Britten Sinfonia’s fundraising programme, with crowd-funding now embedded within the orchestra’s fundraising strategy.
The key elements of the campaign were:
- a single price point of £10 (hence the campaign name - £10 to help commission a work written for tenor and chamber ensemble)
- the ability to donate through multiple channels: freepost reply envelope, text message donations, or online
- every donor would have their name listed in perpetuity in the full score of the finished work – a benefit that is usually reserved for donors who make significantly higher gifts
- a branding approach that was quirky, unusual, and different to the organisation’s main brand
Resource type: Case studies | Published: 2014
