A/B Testing Grants are an opportunity for OPERA America Professional Company Members to test strategies at their companies for retaining new-to-opera audiences.

These grants will encourage fieldwide learning: to incentivize experimentation, measure outcomes with A/B testing, and collectively identify which audience-building strategies are most effective.

A/B Testing Grants are intended to help companies activate the research findings of the Understanding Opera’s New Audiences report. They draw directly on the strategies found in the supplemental Engaging Opera’s New Audiences: A Resource Guide to Turn Research into Action.

The Engaging Opera’s New Audiences resource guide posits several prevailing hypotheses about how the original research findings could improve the retention of newcomers. These A/B Testing Grants invite you to implement projects that help the field test the validity of these propositions.

A/B Testing Grants: Supporting Experimentation in Audience Building are supported by the Dr. M. Lee Pearce Foundation.

Grant Details

The 2025 A/B Testing Grants have been awarded.

Learn More

Professional Company Member staff can log in to view past grant guidelines and other application materials. To learn about becoming a Professional Company Member, visit Organizational Membership.

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Meet the Grantees