Burning Coal Theatre, a nonprofit professional theatre company based in Raleigh, North Carolina, relies on both innovative storytelling and strategic outreach to fulfill its mission of creating powerful, socially conscious performances. Among its most effective communication tools are print and direct mail, which play a central role in audience development, donor engagement, and community visibility. Despite the prevalence of digital platforms, Burning Coal continues to embrace physical media as an impactful way to reach both longtime supporters and new audiences.
One of the core uses of print and direct mail at Burning Coal is to advertise its programming. The theatre provides compelling, seasonally branded print materials—postcards, brochures, flyers, and show-specific mailers—to promote upcoming productions, classes, and events. These materials serve as a visual invitation into the world of each play, with eye-catching imagery, performance dates, and essential ticketing information. Unlike fleeting online ads, these physical reminders are often displayed on refrigerators, bulletin boards, or shared among friends, increasing their longevity and reach.
Vote for Burning Coal Theatre Company Today!
A major strength of Burning Coal’s print strategy is its direct mailing list, which includes an average of 10,000 addresses. Mailers are typically sent out six times a year, if not more, allowing the organization to maintain regular contact with its audience. Each mailer is designed with intention—whether to promote a new season launch, announce a special performance, or appeal for end-of-year donations. This consistent presence in supporters’ mailboxes helps keep the theatre top-of-mind and nurtures an ongoing relationship with patrons.
In addition to large-scale mailings, Burning Coal engages in grassroots-level outreach by delivering posters and postcards to local businesses. Coffee shops, bookstores, yoga studios, restaurants, libraries, and college campuses throughout the Triangle area often feature these materials in their community spaces. This physical distribution effort supports local partnerships while reaching individuals who may not already be on the mailing list or engaged with the theatre online. These on-the-ground tactics reflect the theatre’s community-based spirit and ensure a visible presence throughout Raleigh and beyond.
Print materials also serve an important function in donor cultivation and stewardship. Personalized thank-you letters, donor appeals, and printed updates remind supporters of the tangible impact of their contributions. These materials are thoughtfully designed to reflect the theatre’s artistic identity while clearly articulating the importance of continued financial support. Unlike email, which is often quickly deleted or overlooked, printed correspondence creates a more personal connection that strengthens donor loyalty over time.
Burning Coal’s annual report, also printed and mailed, offers a beautifully curated snapshot of the theatre’s accomplishments each year. Through photographs, testimonials, financial summaries, and notes from the artistic director, the report provides transparency and celebrates the contributions of volunteers, artists, and donors alike. It stands as a testament to the organization’s credibility and the meaningful outcomes made possible through community support.
Beyond marketing and fundraising, printed programs handed out at performances enhance the audience experience by offering context—director’s notes, cast bios, and historical or social background relevant to the show. These printed materials deepen engagement and underscore the educational mission of Burning Coal Theatre.
In conclusion, print and direct mail remain essential components of Burning Coal Theatre’s outreach, visibility, and donor strategies. From high-volume seasonal mailings to poster distribution across Raleigh, print allows the organization to connect with audiences in a memorable and personal way. By integrating traditional marketing methods with its bold artistic vision, Burning Coal continues to grow its impact—one envelope, one postcard, and one performance at a time.
