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City of Santa Fe: Target Impact Support for Promotion and Advertising within Smaller Nonprofit Arts Organizations

Deadline: October 20, 2017

The Target Impact Support program is for smaller budget nonprofit arts organizations seeking to build attendance by a specific segment of their audience for a defined public event, exhibit, performance, or presentation. Applicants identify an audience segment using demographic information (i.e. age, geographic location, etc.) and present a focused promotion/advertising/marketing effort to reach that audience. Examples of projects include:

  • Campaign to build audience via professional e-blasts
  • Facebook campaign utilizing tools such as paid posts and boosted posts to reach a wider range of audience members
  • Creating a regional campaign to target a market/markets outside of Santa Fe county, using a mix of print and digital media
  • Create a branding campaign to increase the organization’s profile both locally and regionally
  • Working with a designer or web specialist to create a brand to appeal to specific audiences

All projects must take place between December 2017 and June 30, 2018. Additionally, projects must:

  • Take place in the northern portion of Santa Fe County (e.g., Madrid/Galisteo to northern boundary of county)
  • Support the presentation of artistic content to the public (e.g., performances, productions, exhibitions, art markets, fairs and festivals that may include indoor or outdoor community celebrations of the arts, and workshops or conferences)
  • Create a comprehensive and targeted plan to enhance the organization’s ability to attract new audience members and the tourist market

Amount: Up to $5,000 can be requested.

Eligibility: To be eligible, organizations must play a role in promoting tourism and apply the funding received to promotional, advertising and marketing costs. Specifically, an applicant organizations must:

  • Be a Santa Fe-based organization whose mission includes the arts
  • Be a federally recognized nonprofit with an IRS 501(c)3 status or a public agency (as defined in NMSA section 11-1-1; or any county, state or education institution specified in Article 12, Section 11 of the NM Constitution)
  • Have a state of New Mexico Incorporation Certificate as a domestic or foreign nonprofit corporation and be in good standing with the state
  • Have a current City of Santa Fe business registration number
  • Have an annual organizational operating budget under $200,000 during the most recently completed fiscal year
  • Be able to provide proof of insurance as required by the contract

Organizations who do not have their IRS 501(c)3 status and/or a New Mexico Incorporation Certificate, but otherwise meet the above requirements may apply through a fiscal agent. Organizations may apply for funding through only one Arts Commission category; organizations already funded may not apply.

Link: https://www.santafenm.gov/funding_programs

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