Want more clicks for your theatre campaign? Follow these simple rules!

Posted on 19 May, 2017 by Team Wishberry

Tell me, I forget. Show me, I remember. Involve me, I understand: Chinese proverb

The world of crowdfunding is an exciting prospect for creators. Today, this platform is finally giving artists a chance to get their work to see the light of day. And that holds true for theatre as well. Crowdfunding for theatre is not really an oft-resorted-to route because of a variety of reasons — the primary one being that film and music tend to overshadow the crowdfunding game in India. However, if you believe that your theatre-related campaign will not work because it is not part of the popular genres, then you couldn’t have been farther from the truth! There are many tools to make a crowdfunding campaign work, and theatrewallahs, CTR is one of them!

What is CTR?


No, we are not headed into a lecture about technicalities and jargon, but before you embark on this amazing journey of putting up your production in front of your intended audience via crowdfunding, you need to know about the basics of what will make your project tick!

CTR, also known as click-through rate, is the number that’ll, in short, tell you how many people are simply aware of your play’s crowdfunding campaign and how many actually clicked on the link and probably backed it.

It is simple: CTR has to be in the positive for your campaign to succeed. Well, how does your play’s crowdfunding campaign achieve it? The following are definitely a start!


Catchy headlines: What works and what absolutely doesn't


This is perhaps one of the biggest reasons why people click on links on social media. A catchy headline that piques their interest — but it is not that simple. It is very difficult to understand what exactly is going on in your audience’s mind. Talk to your campaign managers about social media posts that link your campaign page because they understand the potential backer's mind and what makes them go ahead and click on the link. What should the headline say? Should it be simple and simply ask for backing or it should be interesting and indirect in its call to action? Moreover, social media platforms such as Facebook tend to penalise for click-baity headlines that compromise both on quality as well as accuracy.

The truth is, you need to be honest in your headlines for your social media posts when crowdfunding for theatre. Use interesting anecdotes, details of how the campaign is progressing; make it a point to thank all your backers through posts, and finally, remind your community that it is time they stopped looking for meaningful content and instead became part of a campaign that would create one!

Hi-Res images for all you posts


Images drive social media. You can only write so much about your campaign, but an interesting image can really increase the chances of your community clicking on the link! Therefore, once you have launched your play’s crowdfunding campaign, make sure that you provide your campaigns’ management team with ample images that speak for themselves. Think about the kind of images that you would want to use. For example, is your play about a lone wolf’s bellicose and ultimately futile attempt at restructuring society? Use this theme and make your posts about it!

The rules are simple:

  • The images need to be tasteful and not something that you shot at the time and now, want to use for your play’s crowdfunding campaign!
  • Take care of the resolution. A pixelated, grainy and out-of-focus photograph that looks like the handiwork of a little child equipped with a toy camera, is not what your campaign should be represented by.




This is crucial for your posts’ CTR. You need to find ways to keep your community engaged, as well as excited about your play’s crowdfunding campaign. Therefore, make sure that you have a plan of action — right from the pitch video and the details on your campaign page, to how it is advertised on social media, your campaign’s CTR will be impacted by all of these aspects. Perhaps, the first thing that you need to get right is the pitch video. A good pitch video will get the audience hooked!

Sample this!



The pitch video will set the tone for your campaign and will attract potential backers. It is, after all, your best call to action! Once you are done with that, to you need to keep up the good work. For example, you can create short videos of rehearsals or an improv by one of the actors and put it up on social media. The idea is to let your community know that your project is worth it and also, that you will actually stage the production and not run away with their money!

Social media spotlight


This is perhaps something that we talk about in all our blog posts irrespective of genre — for your crowdfunding campaign to succeed, you and your campaign will have to remain relevant. And this means that you will have to constantly talk about it (no, we aren’t saying that spam everyone’s inboxes with posts and links to your campaign page!). When you stay ‘in the news’ it will potentially increase the chances of your intended audience actually clicking on the link that you provide. And that, in turn, will increase your chances of a higher CTR!

We understand that the stress of even thinking about launching a crowdfunding campaign for your play can be an overwhelming. However, this is the need of the hour — you need to have at least rudimentary knowledge of how everything works including technical details. That will greatly boost your confidence and trust us when we say this: it will also make your campaign manager trust you more and that will push them to perform better.

Good luck!

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