Case Study: How FormPay helped a singer boost recital ticket sales to share the art of spirituals

Updated: May 14, 2024

Published: May 14, 2024

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The art form of Negro spirituals and the history behind them are unknown to many people, and New York-based opera singer, Cassandra Douglas, wanted to show people more about the art in a heartfelt seasonal show that showcases the music. But how could she make sure that people would buy tickets and show up? That’s where FormPay comes into the picture. We sat down with Cassandra to talk about the inspiration behind her show and how FormPay helped.

The story behind Spirituals and Carols’ a Voice Recital

I wanted to share the art of Negro spirituals and educate people about them, the people and the culture that made them possible. As a professional singer, I figured that performing the most internationally acclaimed songs seemed like the best way to do so, and I could finish off the performance with some Christmas carols to celebrate the holiday season, since it was that time of year. This is how I came up with the Spirituals and Carols voice recital that featured classical music by African-American composers such as Florence Price and Undine Smith Moore, and popular negro spirituals like “He’s Got The Whole World in His Hands”.

Cassandra Douglas

I decided to use FormPay, because it did all of that and allowed me to easily share the FormPay link across all my social media accounts and offline too.

Promoting and preparing for the big day with FormPay

I reached out to people directly as well as posting about the performance on social media. Since I was using a variety of methods to advertise the recital online and offline, I needed an easy and affordable way to keep track of people’s information and collect credit card payments all in one place. In the end, I decided to use FormPay, because it did all of that and allowed me to easily share the FormPay link across all my social media accounts and offline too. 

I also anticipated that a lot of my audience would be older folks, meaning that they needed a simple way of paying that they could understand. FormPay made this possible. Not a single person was confused about how they could get their tickets and pay.

Cassandra Douglas FormPay

I also anticipated that a lot of my audience would be older folks, meaning that they needed a simple way of paying that they could understand. FormPay made this possible. Not a single person was confused about how they could get their tickets and pay.

A successful performance thanks to FormPay

In the end, the performance went very smoothly, and what’s more, I was able to get to know a lot of new people and build a contact list, because of how FormPay keeps track of the customers’ information and comments. Next time I plan a performance like this, I’ll have a lot more people on my contact list whom I can promote to.

I was able to get to know a lot of new people and build a contact list, because of how FormPay keeps track of the customers’ information and comments.

Advice for using FormPay to promote your shows and events 

One thing I liked about FormPay is how accessible it was to everyone, no matter their level of understanding of technology. This is important when your audience is diverse in age and backgrounds. In order to reach a lot of people, it’s a good idea to share your event in as many ways as possible, and have a way like FormPay that’s as frictionless as possible for everyone to buy tickets to support you.

One thing I liked about FormPay is how accessible it was to everyone, no matter their level of understanding of technology. This is important when your audience is diverse in age and backgrounds.

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