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Micro Grants Awarded to Innovative Direct Mail Campaigns

The Micro Grants for Direct Mail Innovation provides project-based grants for the experimentation and implementation of new direct-mail marketing campaigns. The grant awards amounts no greater than $4,000 to organizations that are current participants in Audience Analytics and who have an innovative idea on their direct marketing strategies.  In its inaugural year Micro Grants received 20 applications from a wide variety of organizations representing performing arts and service organizations. This grant gives winning organizations risk funds to test direct-mail innovation, and to utilize the insights gained from Audience Analytics to develop and implement new direct marketing strategies.

Grantees were selected based on how well their proposed direct mail campaign:

  • was different from the organization’s current approach to direct mail
  • was based on insights gained from Audience Analytics or proposed use of Audience Analytics
  • tracked the results of the experiment using A/B testing, response reporting, or other suitable measurement systems
  • explained how the experiment might influence future direct mail campaigns or strategy

After a multi-round selection process, the following organizations were selected to participate:

  • 1812 Productions
  • Act II Playhouse
  • Opera Philadelphia
  • Piffaro, The Renaissance Band 

To apply for the Micro Grants for Direct Mail Innovation your organization must be a participant in Audience Analytics, which provides participants with easy-to-use tools to better understand their current audience demographics and behaviors to identify best prospects for new audiences.  The tool is based on a community database of arts and cultural consumers compiled from participating organizations and exists in eMerge, an online tool developed by our partner, TRG Arts.

Now thru January 24th we are offering Cultural Alliance members and non-members a chance to try an Advanced Account for 50% off our list pricing. Want to learn more about Audience Analytics and how this powerful tool can benefit your organization? Check out or contact Britney Hines, Program Coordinator,at or 215-399-3524

Audience Analytics and Micro Grants for Direct Mail Innovation are both supported by the Pew Charitable Trusts.