Nottingham Playhouse has launched its Double the Magic fundraising campaign

The initiative will help to make theatre accessible by providing free tickets for those facing financial barriers. The two-week match-funding campaign means that public donations are doubled through a pledge pot built from advance contributions. This year, the Backstage Trust has provided a grant of £5,000 to get the initiative off to a great start.

How does it work?

1. Pledgers commit funds in advance of the campaign, forming a pledge pot.

2. Public donors give during the campaign window (Wednesday 1 to Wednesday 15 October), with any gift being doubled in value by the pledge pot.

3. Every pound raised is matched until the pledge pot is exhausted, making every donation go twice as far. Free ticket schemes are one of the most direct and immediate ways of removing financial barriers to the arts. For the people who receive them, these tickets are often their first experience of live theatre, and sometimes their only opportunity to attend a cultural event all year. These free tickets do not just remove cost – they offer welcome, value, and belonging. The free tickets are distributed through a broad network of community organisations and support groups, including refugee and asylum seekers, homeless organisations, family support charities, children and young people’s services, health and wellbeing services, disability and additional needs services, end-of-life and palliative care groups, and creative and social inclusion organisations.

Previous recipients of free tickets have said: “Families who had never experienced theatre before came back saying it gave them a sense of normality, even if just for a couple of hours.” – Mellor’s Lodge, Nottingham City Homes

"Dick Whittington was my very first pantomime; in fact, I have never ever been inside a theatre before. I enjoyed every minute.” – Donald

“The Pantomime provided a space for them to have a much-needed break from the routine and difficulties of their daily lives.” – Integritas

Jess Straub, Development and Sponsorship Manager at Nottingham Playhouse, said: “This is the third year we’ve run our Double the Magic match funding campaign, and we’re thrilled to have an uplift in support from the Backstage Trust this time round. This campaign is a chance to pay it forward and help more people experience the joy of live theatre. We’ve seen in the past two years how the people of Nottingham show up for their communities when it matters, and I’m sure the same will be true again this year. Together, we can hit our target and make sure everyone feels welcome at Nottingham Playhouse.”

Stephanie Sirr, Chief Executive of Nottingham Playhouse, commented: “Nottingham Playhouse serves one of the UK’s most economically and culturally diverse cities, and works with people of all ages and backgrounds. The Double the Magic campaign is one way of addressing the reduction in funding we’ve experienced, whilst ensuring those most in need have access to theatre, which creates that invaluable sense of belonging.”