Arts Donations in the UK: More Donors, Less Money! "How Do We Make the Case For Support?"
That's the wrong question to start with...
Good morning from DC!
I picked up on this piece in Arts Professional about arts donations in the UK.
The big point of the article:
More people are giving to arts organizations in the UK.
Arts organizations are getting less money from these donations.
Leading to the question: “How do we make the case for support?”
The question: “How do we make the case for support?” is the wrong question to start with.
I’ve put together 7 questions that should be asked before you ask for support.
What Does Success Look Like For Your Organization? Not just in this campaign for donations, but as an organization holistically.
Who Is Your Customer? Not just ticket buyers, but in all areas of your organization. Most organizations have many customers, but they don’t always consider everyone in their thinking.
Why You? What Job Is Being Done By Your Organization? In a world filled with alternatives, why are folks picking you to visit, give to, buy tickets to, etc.? Do you know?
Where Does Your Revenue Come From Currently? All the ways you bring money in.
What Actions Do You Need to Take to Be Successful?
Do You Have the Resources to Do This Well?
What Will You Do Differently Than You’ve Been Doing Now?
The secret is that these questions work for any organization that’s selling tickets or selling anything right now.
The bigger issue is whether or not you are using them.
Too often, arts organizations jump to ideas like:
The arts are important.
“The production is magnificent.”
“The NY Times raves…”
“Theatrical Magic…”
All of these might be important, but not matter one iota to your audience.
The challenge is to get into the heads of your customers, know what matters to them, and defeat your inherent bias. (Research has been a topic I’ve talked to you about a lot…here is a new take.)
While I’m on the case, did you realize that in 2018-19, 80% of Broadway tickets were bought by visitors to the City?
Today’s note and what needs to change is at the core of my virtual workshop in December.
Do you have an example of success changing the conversation around your business model at your organization? Let me know in the ‘Talking Tickets’ Slack Channel.
Can you think of a colleague who needs to think through these questions to break their organization out of its funk? Share this note with them!!!