Karen Brooks Hopkins is the President Emerita of Brooklyn Academy of Music (BAM), and the former 30+ year veteran leader and expert fundraiser of that organisation.

On a trip to Australia a while ago, Brooks Hopkins told the story of how every Monday morning Joe Melillo, long time professional partner in crime as Artistic Director of BAM, would spend Monday mornings at a desk opposite their philanthropy manager making telephone calls to donors.

For many years, Melillo was responsible for the artistic direction of theatre, dance, music, visual art, film, and more at the multi-venue arts centre. More than anyone else, a big part of his job was to articulate and expand upon BAM’s artistic vision.

Brooks Hopkins credits this action as a handy contributor to the success of BAM’s solicitation and stewardship of their various donor programs.  She says:

“I would bring Joe – as executive producer and artistic director, into the fundraising process when I thought he could add to the solicitation or if I knew the donor wanted more direct artistic contact. Artists are great as part of donor events…when their actual presence makes a difference.”

Hearing this story many years ago made me think long and hard about the importance of the artistic voice in the fundraising effort.

Arts fundraising is about storytelling, about creating compelling narratives and experiences. It’s important as arts fundraisers (and artists) to remember that the person best qualified to talk about and showcase their art is the person who made it – the artist. Or in the case of Melillo and BAM, the person who programmed or commissioned it – the Artistic Director.

This kind of conversation can deepen the arts experience for the supporter or donor, and highlights the essential role that artists have in raising money. Hearing from those close to the creation of a work, program or festival, enhances and personalises the experience, and is a powerful tool towards successful fundraising.

I asked a few artists, fundraisers and donors about the importance of creating a connection between potential supporters and their work. Many consider the act of giving as an important part of the arts experience and, reciprocally, the arts experience as an important part of giving.

Genevieve Lacey, a classical musician, festival director and serial collaborator across many artforms, puts it this way:

“As an artist, my experience is that donors love being close to the ideas and the making, developing a sense for how the protagonists think and work. Inviting donors into the creative process, welcoming them to witness the challenges, uncertainty, breakthroughs, and triumphs is a powerful way to develop real, ongoing relationships. Most people, once they know the stories and aspirations of the humans making the work, develop a much deeper connection to the art itself. They become champions, advocates, and allies in a real, long-term way. They become more comfortable with risk themselves, less proprietorial about their own aesthetic tastes and more open to new experiences, perspectives, and challenges.”

Recently, in a series of seminars hosted by Creative Australia, UK behavioural scientist Bernard Ross proposed a distinct hierarchy of who donors like to communicate with in relation to their support for arts organisations.

The hierarchy is pretty clear. In order of preference, it goes: Artist, Chair, CEO, Development Manager. Rather than this being disheartening for Arts Fundraisers we can use this hierarchy as a guide in how we might engage more deeply with our supporters.

Monica Curro is, among many other things, the Assistant Principal Second Violin of the Melbourne Symphony Orchestra, Artistic Director of the commissioning trio PLEXUS, and co-Artistic Director of the Port Fairy Spring Music Festival.

Curro affirms:

“Our donors seem to love the journey they come on with us – they get to see and hear things that wouldn’t have existed without their enlightened support, they trust us implicitly to choose artists, they get to meet the composers and performers, and they feel that they are directly contributing to the legacy of a body of work, and to the vibrancy of the broader artistic sector. And when you’ve been on that journey together, you form very deep and lasting bonds of friendship with these angels. It’s a whole new magnificent family.”

As humans we are hard wired to seek community. To be part of something. To be with our people and to seek experiences and situations that enhance our sense of belonging.

Often the thought of fundraising, for an independent artist, can be made easier if they think of fundraising not as a grab or pitch for money but as a way of deepening the arts experience and building a community around what they do. An invitation to join.

Many independent artists use the Australian Cultural Fund (ACF), Creative Australia’s online fundraising platform for Australian artists. When artists use the ACF to fundraise, 100% of donations go directly towards their creative projects, and donors receive a tax-deduction for their gift.

Artist and former fundraiser with Arena Theatre company, David Gagliardi, who regularly uses the Australian Cultural Fund to support his practice, reflects:

“Supporters often become advocates for the work, sharing it with others and helping to create a larger network of like-minded individuals. This sense of community can enrich the overall experience of engaging with the work, as it becomes not just a solitary pursuit but a shared journey among a community of supporters.  

As an independent artist deeply invested in long-term projects and innovation, I believe that the act of supporting a work or project can deepen one’s experience of it in several ways.”

It is clear. It’s people that give. People give to people. They give money, time, and resources to the things and people they are connected to. Human connection is so vital because donors want to feel connected to others, to be part of something outside of themselves and to share in success. When people love the art, the experience, the thing, or the person – it can be difficult to stop them giving!

It is crucial as fundraisers in the arts, whether as an artist or arts fundraiser, that we understand what we are asking our supporters to join – what is the experience, the community, the feeling, the story – we are asking people to become part of when we ask them to give. Often people give as an expression of their desire to be part of something.

There is little doubt that great arts experiences enhance fundraising. However, there is a further dimension to this idea. That donating enhances great arts experiences.

There is a sensory exchange when we experience art, just as there is a sensory experience when we give. It triggers the good chemicals in our brain – dopamine, serotonin, and oxytocin, it enhances our sense of identity and self and often we feel we are making a difference. Moreover, we are part of something bigger than ourselves; we feel expansive; we are joining something that gives our lives meaning and purpose.

Nikki Hamdorf, Development Director at JamFactory Contemporary Craft & Design in Adelaide, passionately believes in the place of artists for fundraising:

“Fundraising for me is not just about the dollars, it’s about community, it’s about sharing in something that you’re passionate about.

Artists and designers are integral to the fundraising program…it’s important for them and for the people who want to be involved in JamFactory… to feel like they know them…and they experience relationship building…our artists are at the forefront of our fundraising campaigns, they meet with supporters over a glass of wine and a meal, and our artists are encouraged to ask their supporters about them… Letting artists tell their story – who they are, why they do what they do – in a way that differentiates them from others and brings their unique talents and passions to life and is a gift to give back to supporters.“

Dr Terry Wu is a long-time supporter of the arts; Chair of ACCA (the Australian Centre of Contemporary Art); Board Member of ACMI (Australian Centre for the Moving Image); and Science Gallery International (Dublin); and serves as one of Creative Australia’s Venice Biennale Ambassadors.

In Terry’s words:

“Hearing from the Artistic Director is hugely important as it assists in philanthropy for purpose. Understanding the purpose and impact of an artwork or commission and how it connects with an audience and in turn enhances an artist’s career means that the philanthropic gesture is a targeted one. 

A gift is most important when it is most needed.”

So, what are some simple yet important things we might keep in mind when seeking to enhance the donor experience to build a deeper connection with an artist or organisation?

• Whether you are an artist seeking support or an arts fundraising professional, arrange to meet supporters – in real life, face to face, both formally or informally – and get to know them and consult with them on their interests, and philanthropic ambitions for Australian creativity. Everyone’s got a story to tell.
• Regularly meeting with supporters also allows artists to develop confidence and comfort with fundraising and promoting themselves to people who can have an impact on their careers.
• Can you articulate in a powerful, lucid, concise, and poetic way the mission that someone is joining when they give to you?
• An uncomplicated way to consider what you might be giving to potential supporters is, think of the story they might tell their friends about the experience they have had with your group or project. Imagine what they might say at their next dinner party about their involvement with you.
• Building the giving experience into the artistic experience. How does the pre-show function or donor event relate to the actual arts experience…can we connect them more through artists’ presence at the function or another clever creative or thematic connection?
• Keep genuine and authentic engagement at the heart of your fundraising activities…you will not hoodwink anyone into giving you money!
• ‘Artists learning from donors and donors learning from artists’ should be at the core of your fundraising activities

Steven Richardson
State Manager Development and Partnerships (VIC/TAS)