The 1865 assasination of Abraham Lincoln at Ford’s Theatre, in Washington, turned the small arts organization into a national historic site that many people today regard as more museum than playhouse.

When the theater reopened a few months ago, after an extensive renovation, officials implemented a new “timed-entry” ticketing procedure for people who visit the site for its historical rather than theatrical offerings. To avoid overcrowding, visitors go online and reserve a time slot in advance for when they will tour the facility.

That gives Ford’s an advantage over other historic sites and museums that, while popular, are not as constrained in size: In reserving tickets online, visitors provide their e-mail and mailing addresses, which Ford’s has started using to seek new donors with a demonstrated interest in the site.

For example, a recent direct-mail appeal for contributions sent to 7,000 people outside the Washington area–mostly visitors who reserved timed-entry tickets–generated a 5 percent response. That’s much better return rate than is typical for mailings to seek new donors; most prompt a response from well under 1 percent of the recipients.