The Alvin Ailey American Dance Theater’s capital campaign was a well-choreographed project that breathed new life into the organization’s fundraising plan

By Margaret Battistelli Gardner

“Certainly, initially, it was people who had a history of supporting us,” he adds, “individuals or corporations or foundations, people who were close to us already. And that’s when the Ford Foundation came in with a million dollar grant. Then we were on our way.”

A site for sore eyes
The campaign got a major boost in 2001, when Ailey finally scouted out and bought the site of its future home at 405 W. 55th St. Now there were architectural models to show. And even a conspicuously quiet and naked plot of ground amid the chaos of the big city is better than just a concept when it comes to making a presentation to potential donors. About this time was when the city kicked in with a $9.5 million appropriation, which grew to $10.3 million in the ensuing years.