Fundraising: Theatre On The Square – Sponsor And Stay Spellbound, Or Staging A Recovery

June 3, 2021

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Keep Sandton’s Theatre On The Square alive! 

Due to the pandemic, Sandton’s precious, award-winning, independent Theatre On The Square on Nelson Mandela Square no longer has corporate support. As with worldwide theatres, ticket sales sadly cannot suffice and in this last year there has been no income whatsoever.

However, the show is not over until the fat lady sings. We have devised a fundraising strategy to help keep the theatre venue alive. This is not only for entertainment and the cultural upliftment of all, but almost more importantly, to keep our industry alive for the benefit of our struggling artists, actors, directors, technicians, playwrights, musicians, dancers, choreographers and all creatives. We cannot possibly lose this amazing art form at our theatre, nor can we lose any more of our incredible South African talents and icons. Our audiences are longing to be back at our theatre, as are our students, actors, directors, musicians and staff. With strict health protocols in place and after many vaccine rollouts, we hope to re-open in mid 2021.

Theatre on the Square has launched an appeal on Thundafund seeking to raise R2 million to stage a full reopening with a repertoire of  dramas, musicals, comedians and concerts. Anyone can support its ‘Keeping the Lights On’ campaign by donating from R1 upwards, or by opting for one of the reward packages that gives them a return on investment.

“Our theatre has brought joy, upliftment, entertainment and education to thousands of theatre lovers, always embracing diversity and challenging minds. It cannot be allowed to die,” says Daphne Kuhn, its founder, owner and artistic director. “Every day I get requests from artists, musicians, playwrights and directors asking when we’re reopening.”

Kuhn had already devised a fundraising campaign with a variety of benefits, and that has seen some money rolling in. But launching the appeal on ThundaFund allows people to donate instantly by just clicking on the website. 

Crowdfunding works by allowing hundreds or thousands of people to pledge whatever amount they choose. If a tipping point is reached by a set date, the money is given to the campaign. If the tipping point isn’t reached, all the donations are reimbursed and the organiser gets nothing. Those rules ensure that people only end up contributing to ventures that are financially viable.

The theatre’s Keeping the Lights On campaign has set a tipping point of R300,000 by August 8. That would be enough to cover the first few months of reopening until the income from ticket sales carries it forward. But the dream goal of R2 million would ensure a full programme of high quality live entertainment for at least a year.

Its rewards packages start at R500 for individual membership, giving donors 50% discount on tickets for all shows produced by the theatre, plus invitations to special evenings, previews and discussions with the artists. Sponsoring a seats costs R1,200 a year, with your name inscribed on a seat and discounted tickets. Life membership for R10,000 gives you two complimentary tickets to the shows and your name inscribed on a plaque. Corporate membership for R10,000 a year comes with 12 complimentary tickets a month, the company name inscribed on a plaque, and its logos in the theatre programmes.

The Theatre on the Square has been financially viable and artistically successful for 25 years, thanks to corporate sponsors and personal investments by Kuhn. But the Covid lockdown forced it to close, at the same time as seven years of corporate sponsorship from Auto & General came to an end.

More than 2,500 productions have been staged at this 200-seat theatre over the years. Kuhn and her team have sourced, financed and produced numerous new shows, giving many young playwrights and performers their first break. They have imported successful foreign plays, and hosted local musicians, comedians and children’s productions. Those shows have created work for thousands of actors, musicians, playwrights, directors, designers and technicians.

But it will now close permanently unless individual theatre-lovers and corporate sponsors come forward. The lockdown has already forced Cape Town’s Fugard Theatre into permanent closure, and Kuhn is afraid the Theatre on the Square will follow. “It’s a tragedy to see theatres closing, especially at this time when healing and upliftment is needed more than ever,” she says. “The arts are on the bottom of the priority list for financial support, but they’re an essential service that should be supported to keep South African culture alive.”

Kuhn hopes to reopen before the end of the  year, with all health protocols in place. The promised line-up includes local comedians Nik Rabinowitz, Loyiso Madinga and Ntosh Madlingozi; a new play by South African playwright Paul Slabolepszy; the international play Love and Money; a new musical revue; comedy sketches by local satirist Mike van Graan; and a new play starring Sylvaine Strike and Andrew Buckland. Lunchtime classical music and jazz concerts will also make a welcome return.

“This theatre is part of the cultural life of Johannesburg and has created productions that have toured the world, with the careers of many well-known artists launched here,” Kuhn says. “Live theatre is absolutely magical and we cannot possibly lose this amazing art form.”

The theatre’s Keeping the Lights On campaign is at:


Membership options remain available, divided into various supporting tiers.

Individual Membership of the Theatre Club
R500 per year
Great discounts on tickets for all our shows, personal notifications, invites to special evenings, previews (R50) and Q&A discussions.

Seat Sponsorship (200 seats)
R1,200 per year/per seat
Support the theatre and have your name inscribed on a small plaque on a theatre seat. You will also receive the benefits of Individual Theatre Membership.

Life Membership – Individuals
R10,000 (once off)
Two complimentary tickets to every show produced by the theatre at a show time that is available and convenient. The names of Life Members will be inscribed on a board in the theatre foyer.

Corporate Membership
R10,000 per year
Twelve complimentary tickets per month for corporate entertainment (average ticket price normally R100 – R150). Company names will be inscribed on a board in the theatre foyer and logos included in theatre programmes. Additional advertising available.

Theatre Banking Details
Account Number: 1224012844
​Branch Code: 122405

For more info feel free to contact Daphne Kuhn on
or Mika Stefano on

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