cultural connections october 2015 program - financial stability
TRANSCRIPT
Planning for Financial Sustainability
October 14, 2015
Today’s Speakers
Rebecca Ratzkin WolfBrown
Jay Auslander California Academy of Science
Jeri Boomgaarden East Bay Community Foundation
Elizabeth Minor Hearst Museum
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How are Millenials Different in Their Motivations for Giving? Based on 2009 study of donors in Bay Area
October 14, 2015
Rebecca Ratzkin, Senior Consultant
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WolfBrown
• General population studies of arts participation
• Impact assessment • Engagement research• Grant program evaluations• Misc. audience studies• Capacity building in research
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First, a little context
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Millenials are the largest living population
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Millenials are more diverse
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Millenials lead workforce numbers
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Resource: Pew Research Center
• http://www.pewresearch.org/fact-tank/2015/03/19/how-millennials-compare-with-their-grandparents/
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Demographic Profile of Five County Bay Area (2012 American Community
Survey)
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Now, onto the research…
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It’s Not About You… It’s About Them: A Research Report on What Motivates Bay Area Donors to Give
to the Arts and Artists
www.wolfbrown.com/donor
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Study Goals
• To understand the underlying motivations of the FFA donors
• To see if FFA donors are different than donors to other Bay Area arts institutions
• To identify typologies of donors based on their giving behaviors and attitudes about giving
• To develop tools that can help small groups and individual artists with fundraising
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Methodology
• Random sample of 500 donors from 17 Bay Area arts organizations, and 1,900 donors to the Fund For Artists program
• Two data collection efforts - Online survey: 17% response rate- Postal survey: 21% response rate
• Three analysis groups- FFA Donors (n=349)- Donors to Mid-Sized/Diverse/Contemporary Arts Groups
(n=485)- Donors to Large-Budget Arts Groups (n=2,200)
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Limitations of the data
• Results represent a good representation of a cross-section of Bay Area donors, but cannot be used to generalize about all donors in the Bay Area, or in other communities.
• As with any random sample, results are subject to margins of sampling error- For the random sample, error margins are +/- 3%.
• Millenials relatively unstable sample: n=135- Error margins are approximately +/-6% to 8.4%
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Young donors are likely to support the arts and social justice
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Young donors want to make a difference supporting new works
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Less interest in great works by nationally-renowned artists
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Five Value and Interest FactorsHUMANISM(82%)
LOCALISM(59%)
DISTINCTION
(61%)
BONDING(50%)
PROGRESSIVISM
(29%)
Support Individual Artists
Community-based Projects
Education
Small Group or Project
Significant local impact
Increase Accessibili
ty
Anti-Establishment
Cutting Edge Art
Social
Justice Diversi
ty
World-Renowned Artists
Greatest Works of All Time
Organizational Sustainability
Alleviate Suffering
Repay Society
Cultural Heritage
Strengthen Family
Relationships
Social Networking
Spirituality
Civic Duty
Individualism
Support New Work
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Young adults connect to local, personal and progressive values
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Personal connection is key
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Younger donors are driven by personal values
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Strategy Implications
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Get to know your donors
• Develop more effective and fulfilling relationships where “making the ask” becomes part of a larger conversation
• No need for expensive research• Set aside time to sit down for a structured
conversation- Ask about interests, passions, and connection to the art- How much do they want to be involved?- What kind of impact do they want to make?- What kind of connection and/or evidence do they need to
feel fulfilled?
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Diagnose your programming
• Look at the values that might connect to target segments
• For example: You are creating a project about an immigrant’s experience in her adopted country - What are the value systems around women’s and
immigration issues?- How would this speak to your target donors focusing
on these values?
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Learn to Tailor Development Approaches
• Use differentiation of values to help create unique development strategies that connect values to events, content and giving
• For example: Raising funds for a new commission by a local artist who is nationally renowned in his field- One strategy is to focus on the project’s new and
contemporary attributes…- …or to highlight support for a local artist - …or emphasize artist’s national reputation if donors more
interested in bringing well-known artists to local community
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Understand Desired Level of Involvement
• Develop targeted communications strategies based on desired levels of communication and involvement - Use first transaction as opportunity to gather
informatio (e.g., “Check here if you’d like to be kept apprised of how your gift is being used.”)
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In summary…
• Message about values, and less about the specific details of the project
• Make connections to value systems outside of the arts, when appropriate
• Prioritize personal connections and how you can improve them
• Follow-through on involvement opportunities and accountability
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Thank you!
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Four Connection Points(based on in-depth interviews)
Value connecti
on to subject
matter or issue
Connecti
on to
Culture or
Community
Personal Relations
hip to Artist, Staff or Board
Passion for Art
Form or Medium
Jay Auslander, JDDirector of Gift Planning
California Academy of Sciences
Gift Acceptance to Divestment…- The Policy creates the Gift Acceptance Committee.
- Because acceptance involves a legal obligation to use for the specified purposes, authority is delegated to the E.D., C.D.O., Chairperson of the Board, and senior members of the Academy’s management team
- Might still require submission to the board.
- Our Gift Acceptance policy is an effort to define the breadth of gift types we can accept.
- pledges in writing and fulfilled within 5 years
- tangible personal property is subject to Collections Management Policy (as well as issues around whether it can be used in pursuit of the Academy’s exempt function)
- closely held securities and when these are ok
- policies and procedures around gifts of real estate, bargain sales, remainder interests, life insurance, etc.
- Life income gift considerations
- Named and endowed fund guidelines
- And Gifts of Oil, Gas and Mineral interests.
Giving Days Jeri Boomgaarden
October 14, 2015
Success Factors• Establish goals and objectives• Leadership buy-in• In person nonprofit outreach• Intention and expectation of fun and
success
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Results
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2014 2015
Total Donations $200,669.00 $649,000.00
Total Nonprofits 138 360
Total Donations 864 4,019
Prize Pool $13,000 $100,000
Challenges
• Organizational engagement• Prize Sponsorships• Comprehension of event by nonprofits
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Lessons Learned
• Establish Goals and a Project Plan • Engage with nonprofits early and often• Ask your community to spread the word
including media, businesses, political offices
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The Doctor Will See You Now:Crowdfunding at the Hearst Museum of Anthropology
Elizabeth MinorDevelopment Associate
Cultural Connections - October 14th, 2015
Museum Crowdfunding
Email Marketing
Social Media Marketing
Social Media Metrics
Events and Content Updates
Perks
Multiplier Effect and New/Unique Donors
Many thanks to our presenters and Children’s Creativity Museum for
making this program a success!
Please complete the Program Evaluation
before you leave.
Drop them in the box near the refreshments.
We look forward to your feedback!
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