The Society Of London Theatre and UK Theatre are the organisations behind the innovative, non-profit, national Theatre Tokens programme in the UK. The campaign was started in 1984 to use the power of giving to promote a love of theatre and boost audience attendance. Major retailers support the programme, which yearly produces tokens worth over £10 million that may be used at participating theatres. Over 300 theatres participate in Theatre Tokens, which works with major businesses and sponsors to create a broad network of theatre fans.

The programme not only promotes a thriving theatrical community, but it also offers all participating theatres free access to marketing automation technology, assisting them in expanding their audiences. Theatre Tokens are fantastic for patrons because they provide a selection of plays at more than 300 theatres nationwide and have no expiration date. Any money made from the plan is put back towards promoting theatre and funding different theatrical charitable projects.