cultural connections october 2015 program - financial stability
TRANSCRIPT
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Planning for Financial Sustainability
October 14, 2015
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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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3©WolfBrown 2015
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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5©WolfBrown 2015
First, a little context
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Millenials are the largest living population
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7©WolfBrown 2015
Millenials are more diverse
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8©WolfBrown 2015
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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16©WolfBrown 2015
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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22©WolfBrown 2015
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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
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Jay Auslander, JDDirector of Gift Planning
California Academy of Sciences
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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.
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Giving Days Jeri Boomgaarden
October 14, 2015
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Success Factors• Establish goals and objectives• Leadership buy-in• In person nonprofit outreach• Intention and expectation of fun and
success
40
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Results
41
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
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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
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Museum Crowdfunding
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Email Marketing
Social Media Marketing
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Social Media Metrics
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Events and Content Updates
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Perks
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Multiplier Effect and New/Unique Donors
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Many thanks to our presenters and Children’s Creativity Museum for
making this program a success!
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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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Stay in touch!
facebook.com/CulturalConnections
LinkedIn.com/pub/CulturalConnections
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