So what does the future hold?

 

 

2024 not only marks the 125th anniversary of NODA, but also the launch of the ‘new-look’ NODA. But what are NODA doing to ensure we stay relevent for the next 125  years?

1899, the year the Victoria and Albert Museum foundation stone was laid, Noël Coward was born in a hotel in Manchester, the National Operatic and Dramatic Association was founded.  I wonder if those original members ever imagined that the ‘mutual aid’ group would still be here today.

It certainly has not been plain sailing these last 125 years. The organisation has survived through amongst other things, two world wars, a worldwide pandemic and financial difficulties, but here we are, approaching our next test... ensuring we survive and thrive in these changing times.

Groups today still face challenges that our founder groups faced, recruitment of new members, advertising struggles, rising costs and an uncertain economy. How many groups have not had to put a call out to the local area looking for men to be in the company or have had to scale back their productions as the venue cost has soared?

In 2022, NODA trustees recognised the need for change to secure the future of the charity. With membership numbers slowly falling for the last decade and the pandemic changing the future for so many groups, an ambitious plan was created to overhaul our current membership offer and repackage it in a new brand.

In October 2022, a member survey was launched with the help of Indigo Ltd, to assess what our members valued with their membership and how they thought we could develop. Following this work, a new brand strategy and identity was created ensuring NODA stays relevant to the ever-changing market.

So, what does the new brand mean?  The brand has been developed with the input and help of a number of colleagues from across the organisation and external specialists, to ensure that it is equally reflective of our ambitions for the future but also authentic to our organisation.

At the heart of our new strategy is a challenge, to ensure that NODA, in the future, fulfils its potential and has the greatest impact going forwards.  That challenge is for us all to make sure that NODA is known for and respected for being valued, visible and relevant.

Valued: NODA must recognise that we are here for the benefit of our members and volunteer community. So, we will always provide support and services of the highest quality and effectiveness for them, as well as helping to create opportunities so that we can help them to be the best they can be and to thrive.

Visible: We are going to take a leading role in promoting the unique benefits and positive impacts of this wonderful pastime, as well as supporting our members to spread the word. Together, we will continue to inspire all the audiences and stakeholders who can help our members, and NODA, to thrive.

Relevant: To thrive, we must make sure that we celebrate, support and champion all of amateur theatre and that, as well as providing the support and services our members need, we are at the centre of conversations about Amateur Theatre and its many benefits. By supporting members, championing the sector and responding to issues and opportunities on their behalf, we can continue to inspire and to create opportunity for individuals, groups and their communities.

The outcomes of the membership survey in 2022, gave us a great insight into the state of the membership and what you are looking for: -

The majority of the membership is engaged and satisfied.

Groups are struggling to recruit new members, trustees and committee members

Members want an increased training offer

Members want information in a clear and concise format

Support developing youth offering and demystifying safeguarding

Members feel NODA is old-fashioned and ‘unchanging’ with change not being a priority.

So, what does that mean and how do we put that into practice?

Training

NODA’s main training offer comes in the form of the NODA Theatre Summer School, a one-week residential course. Each year around 12 to 14 courses are created, each offering a diverse range of disciplines – from Shakespeare to physical theatre, musical theatre to theatrical make-up. With first-class professional tutors, it is an amazing week of theatre education with like-minded individuals. But that is just one week per year. What else can we do? Through the member survey, many respondents wanted more training, but not just in stagecraft; marketing, finance, general group management – all the areas that we know we need but aren’t as fun as performing!

So, over the coming months, you will receive a training specific survey, this will allow us to develop a programme to cover the entire membership and the courses that people want.

Youth Development

Let’s face it, we aren’t as young as we used to be, (as my knees tell me every time I stand up) and we have to look to the future. Ensuring young people have access to the arts is probably the biggest priority for NODA as well as its biggest challenge. How do we get young people involved in theatre? With arts cutbacks in schools at an all-time high, university courses being cancelled and a recruitment and retention crisis in technical theatre, what can amateur theatre do to lead the charge?

It all starts at the source – at the grass roots level, ie with you, our members.

The Arts Taking Part Survey, commissioned by the DCMS, says only 29% of children participate in theatre and drama activities in school and 25% outside of school, compared to 60% of children taking part in competitive sport in school and 35% outside of school.

Within the 11 regions of NODA, there are so many amazing groups that support young people on and off stage, and we want to support you and create opportunities for more groups like you to exist and thrive.

After receiving grant funds from the Benefact Group, we are developing a much larger bid to the Arts Council to create our youth development strategy. If the grant is successful, this work will begin in 2025.

Our youth development strategy will not just concentrate on performing, but getting young people involved in the technical arts. Conversations with the ABTT (Association of British Theatre Technicians) on how our organisations can support each other meet our aims, ours being more young people involved in amateur theatre, and the ABTT’s, getting more young people interested in a career in technical theatre.

Simplifying our language

Another point raised within the member survey was simplifying the language used in our communications and online resources. Who can say, when they read through their insurance policy for instance, they know exactly what they get? A lot of member groups do struggle to recruit committee members, and a lot of people filling those roles were ‘volunteered’ for them, we want to make sure their job is made as easy as possible. By working with our insurance partners, Lloyd and Whyte as well as our legal and health and safety partners, we will be making our online resources and insurance documents as clear and concise as possible. With things like insurance policies, there will always be legal jargon, but we will try to break that down and provide that clear guide members need.

Increasing awareness of the importance of amateur theatre

There’s strength in numbers, and that holds true for NODA membership. A government survey highlighted that around 9,000 amateur theatre groups operate across the UK, collectively contributing an estimated £180 million to the UK economy. This isn’t just about economics; it’s about the profound impact on individuals and communities.

Amateur theatre offers much more than entertainment. It’s a vital outlet for boosting self-esteem, building confidence, and improving physical health. Whether it’s the thrill of a standing ovation or the camaraderie in rehearsals, the benefits are vast. We’ve all experienced those intense warm-ups where the choreographer pushes us to our limits—proving that theatre can be as leisurely or as physically demanding as you choose. The positive effects on both physical and mental well-being are undeniable.

Yet, despite these benefits, amateur theatre was largely overlooked during the COVID-19 pandemic. Restrictions were challenging, to say the least, and the support from the government was insufficient for our needs. This highlighted a critical issue: the lack of recognition and support for amateur theatre at the policy level.

NODA’s mission is to change that. We aim to champion amateur theatre from the grassroots to the highest levels of government. We are committed to ensuring that this incredible pastime is not only recognized for its cultural and economic contributions but also supported so that it can continue to thrive and enrich lives across the UK.

Over the last two years of the membership and rebrand project, we have come up with hundreds of ideas and projects and I could fill up this whole magazine with them. Some ideas are easy to implement and some may take a few years. But what we want members to take from this relaunch, is the NODA is here for you - at every stage. We want to hear from you, your opinions, your issues, your successes as, NODA is truly nothing without you, its members.

Rob Williams

Marketing and Publishing Executive and Project Lead