In this 1/29 Chicago Tribune article, they talk about The Roundabout Theatre and their aggressive approach to programming and raising funds for their nonprofit theatre. The article focuses on their current production of "Twelve Angry Men."
Roundabout's Artistic Director Todd Haimes says this:
"I'd do anything within reason to generate money for our theatre. And as long as it goes back to our nonprofit purposes, I sleep well at night."
I love the philosophy for two reasons.
1. It comes from the Artistic Director and it is relatively rare to hear the Artistic head of an organization talk so candidly about doing whatever it takes to keep his company financially strong.
2. The philosophy is AGGRESSIVE! I love it when a nonprofit makes it clear that they are here to bring in some major money. I love it even more when they are willing to take some unusual steps (such as Roundabout's willingness to individually fund a commercial theatre production) in order to raise money!
Maybe Roundabout's approach wouldn't work for everybody, but you have to respect their style of thinking.