Pay what you decide – make it work for you

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image from International Arts Manager

The last time you watched a show at the theatre, how much did you pay? Was it worth the price? Pay what you decide (PWYD) theatre turns the question on its head, empowering audiences to choose how much money they want to spend. There are different models for this – pay what you can (PWYC) differs from PWYD – but the principles remain the same: the amount of money that changes hands is up to the audience.

For arts organisations where community engagement plays a big role, the value of PWYD isn’t just its impact on the bottom line, it’s the impact on reaching new audiences. But if audiences are just putting their money into a jar and leaving, how can you learn anything about them? By collecting data, writes Richard Bates.

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