It will be easy to make a decision to support a theatre in a community based on the wide variety of services we offer that are more than just "art" based. Developing a "Cultural Identity" is important and there are many ways to make that attractive to a wider audience. Becoming a Cultural Expression in a community is wider than just becoming a new theater in an area. One that benefits other non profits. One that mentors more than just young thespians. Expanded "theater" solves more problems that a wider group of people can relate to and support.
The portion of the population that haven't bought from you or your competition yet is not waiting for a better mousetrap.
They're not busy considering a, b and c and then waiting for d.
No, they're not in the market. They don't believe that they have a problem that's worth the time and money they think it's going to take to solve it.
As a result, smart marketers don't market to this audience by saying, "hey, ours is better than theirs!"
If this group thought that they had a solvable problem, the would have solved it already.
No, they won't respond to a better-than-them pitch. Instead, they're much more likely to respond to a new statement of their problem and a new statement of the solution. Don't ask them to announce that they were wrong when they decided that they didn't need a tablet, a survival kit or an anti-impotence drug. Instead, make it easy for them to make a new decision based on new information.