Art – in all its forms – is meant to move us. And it’s meant to be experienced – to create a reaction that is body-and-soul deep.
Donor experience matters – a lot – to every nonprofit that needs donors. But arts fundraisers have an advantage. Their mission is an experience.
If yours is an arts organization, you have a built-in superpower. Are you using it?
What is “donor experience”?
Just what it sounds like. What is it like to be a donor to your organization?
When you make a gift to an organization, every step along the way is part of the experience.
- How did the organization first catch their attention?
- How easy and pleasurable was it to give?
- How did the thank you make them feel?
- When and how were they asked again?
- What else made them feel involved and important?
This might seem overwhelming. So much to think about! But it’s actually a series of opportunities for you to bond with your donors. Chances to build donor loyalty.
And for arts organizations, your mission is a fabulous donor experience itself!
Arts donors give because they love the art form. So building their connection means helping them experience it more deeply. One theater executive I worked with encouraged us to “feed their addiction” for great theater. Maybe not the best wording, but it sure got the point across.
How do donors experience your mission?
Begin by considering: what do your donors experience? How they feel about your organization will be influenced by how they think you feel about them. We’re reciprocal creatures. So, while you hope they give, you’ll want to also show them how much they matter.
Showing how they matter isn’t any different than working with donors outside the arts, of course. Donors need to know that they, not just their money, matter.
Arts patrons give to support an art form they care about. And they love to experience the art. They buy theater or symphony tickets. They visit your museum. But so do many other people who aren’t donors.
To bring and keep your donors close, you need to consider how you can use your activities and communication to make the experience of being your donor something they value. That’s the key to arts fundraising!
How can you make your donors’ experiences special?
1. Look for opportunities to underline your gratitude
Leave a thank-you note on their theater seats or at the door.
Go beyond a gift acknowledgment – thank them again. Successful press for your new exhibit? Celebrate with donors. Make sure they know they contributed. Also, be creative about that acknowledgment. Please, not a simple receipt! Here’s more about thanking people right.
If you don’t have a donor newsletter, create one. Remember letting donors know they matter – that you see them? This is a great job for a newsletter. Not just a report on the organization… a good newsletter is about donors.
And if I can be blunt, this is something that falls under fundraising. Don’t let the marketing/comms folks put this together. Because you’re not selling the organization or tickets. You’re thanking and informing the people who make your work possible. This isn’t a bragging opportunity!
Your advantage? Use your newsletter to bring donors behind the scenes. Who doesn’t want to know about the artists?
2. Offer social opportunities tied to your art form
Art is not a solitary experience. It’s at its best when it brings people together. Connecting your donors to one another is a wonderful way to build a network centered on your organization.
Create giving circles with social benefits. A pre-show talk, a special donor rehearsal, a dinner with the artist(s). These are activities donors can share.
Educational events based on your current offering can be very interesting. Invite a local professor to speak about an artist and his or her work.
Be as creative as you like – invite donors to take part in a play reading. Or offer a painting lesson so they can better understand the art form. Maybe a dance class?
Not every donor will accept your invitation. But they will all appreciate being included.
3. Invite their feedback
Ask your donors what they would like. Try a donor survey to help you understand what’s important to them. Having that information will also help you encourage artistic staff to let you create some of these opportunities. I’m not talking about handing donors artistic choices. But their suggestions could lead to a special talk, for instance.
Check in with donors after they’ve attended. Ask for their thoughts. Knowing you care what they think will bring them closer to you.
One older woman regularly wrote to our artistic director after every opening with her opinions on the play. I’m sure his first reaction was along the lines of “Who does she think she is?” But she was quite insightful. And knowing that he read, and sometimes responded to, her thoughts was so important to her. And while she had been generous for years, she became even more generous as she learned we cared about her thoughts.
You might be surprised by what you learn when you invite donors to share their thoughts. Not just from a critical point of view, but from a very personal one. You’ll gain so much insight into your donors as people.
What about a special donor listening session? Moderated by a member of the staff or perhaps a local critic, holding a session to hear from your most committed audience members could be both interesting for you and engaging for them. Does that sound a little scary?
Well, art is about taking risks.
Your art is the key to their hearts – use it!
Art aims to be a transformative experience. And that experience is what people are looking for. You change minds, and you change lives.
Years after the pandemic, there’s still a need to be with people again. To experience art together. You, dear arts fundraiser, have the power to help connect people.
Are you finding the current economy means your budget is tighter than ever? You’re not alone. The difficulties are a great reason to ask for more support.
And if you need a reason to persuade granters to support you now, check out Americans for the Arts one-pager here.
Remember, giving can also be transformative. If you extend your mission – your art – beyond the performance or exhibit, you create countless opportunities to bring your donors closer. Those experiences are right there for you to use.
One caveat: don’t simply create events and market them. If you want to build relationships, you have to be there and meet your donors.
Take advantage of your donors’ love of your mission. Offer them experiences and treatment that say they matter to you as much as you matter to them.
Excellent points, Mary. Creating superlative donor experiences is just as important to a nonprofit as creating superior customer experiences are to for-profits. In a very real sense, your donors are one of your primary customer segments.