I spent many years in arts or arts-adjacent organizations. Most of that time was spent in regional theaters.
Over the course of decades, I learned how marketing (subscriptions, ticket sales) and fundraising (the funds to cover the gaps in the above) could work together well – or not.
I learned how to write successful appeals – because I had the room to experiment. Some ideas worked. Others, not so much.
And I learned how important community involvement was – the volunteers who ran our big gala every year, the board members who showed up for early morning meetings, watched the budget, and hired and fired leadership. Their time and talents really mattered.
And once in a while, thanks to a board member involved in several nonprofit organizations, I heard how the rest of the world thought.
The food pantry looked at arts organizations and thought, “They have a built-in audience they can turn to for help.”
While the theater people thought, “We’re not feeding hungry people. We can’t possibly be our audience’s priority.”
Start raising money
The truth is that fundraising is rarely easy. We rarely have a captive audience to turn to. Whatever our mission, we have to work at building those relationships. Those relationships can be one-on-one or with everyone in our database. They can be very personal or just feel that way.
But looking jealously at other organizations doesn’t move your needle.
Few people you can turn to? A small list in your database? You can take advantage of that small list with very personal communications. Talk to people individually. Make your mailed asks very personalized. Ask these small but committed people to invite friends to be part of your work.
Will you start raising millions right away? No. But you have the chance to build a foundation. And if you work on those relationships, people will feel very personally connected. That passion matters.
Large audience, plus donors?
You can take advantage of those numbers… even a portion of that list giving can make a big dent in your fundraising goals. But make it feel personal. Get your data right. Let people know you know who they are. Send a survey and ask for more information.
Help put your board and other volunteers to work. Phonathons. Hand-signed letters. People to add to the list. Thankathons! Start raising money from everyone with a connection to your work.
Insist on fundraising and marketing working as a team. (Fighting for resources helps no one. The person at the top shouldn’t allow it to happen, but it does.) Ticket and subscription sales mean new leads for fundraising. People who give really care about the work. No one “owns” those names.
Will your arts organization hit the same place in donors’ hearts as the food pantry or a terrible disease? Probably not. But for the people who love art, you matter. It’s an important part of their lives – and how they see themselves.
And your social service organization?
People who know you understand the important work you do. Bring them as close as you can: lots of updates with stories of the people they’ve helped, phone calls, personal notes. Be honest about your finances… some of those people supporting you have the means to give more. And like arts lovers, these people see themselves in your work. They feel good about how they’re helping. Feed that feeling.
Celebrate the work you do… whatever your mission
Looking at the other side of the street can be useful. Organizations can learn from each other. But spending any time worrying about your mission not living up to theirs? Waste of time.
Donors can love many things at once. It’s more likely they give to a range of organizations. Theater lovers understand the need to feed or house people. Social service donors may also love some form of art. People who give, give.
Go do your thing. Shout it from whatever size mountain you have. Communicate often and with warmth. Involve volunteers and treat them well. (Not like unpaid workers!)
We need all kinds of organizations out there. People need to eat. To feel well. To be transported by art. It ALL matters. And you can make it work. So start raising money!
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