Lessons From The Arts: Fundraising Strategies Every Nonprofit Should Use

Created By: John Philligin
December 17, 2024

As the year comes to an end, I’ve been reflecting on my first few months at Orr Group and the experiences that brought me here. My background in the arts, both as a classical musician and a fundraiser, has deeply influenced my perspective on philanthropy. Working with organizations across various sectors has been a privilege, but my early experiences in the arts continue to resonate strongly. During graduate school, I quickly realized how challenging it is for arts organizations to secure funding, especially in a competitive landscape where many nonprofits address urgent, immediate needs. Despite these hurdles, the creativity and resilience I’ve seen in the arts have provided valuable lessons applicable across all sectors.

Despite often being underfunded, arts organizations have developed unique and effective approaches to donor engagement, community building, and maintaining a vibrant, relevant presence. As organizations plan for the new year, lessons from the arts offer valuable insights to strengthen donor relationships, build community, and stay adaptable. The following strategies provide practical inspiration that nonprofits across all sectors can apply.

1. Cultivating Donor Relationships: Consistent Engagement and Community Building

What Arts Organizations Do Well:
Arts organizations excel at creating a strong sense of community among their donors. They offer carefully curated experiences tailored to different donor segments, such as opening night celebrations, gallery tours, behind-the-scenes previews, and exclusive interactions with artists. These events help donors connect with the organization beyond the typical interactions with a gift officer or CEO, fostering deeper relationships with artists, fellow donors, and staff. Additionally, these opportunities are offered frequently enough that fundraising staff are almost guaranteed to interact face-to-face with a majority of their portfolio multiple times throughout the year outside of a solicitation meeting.

💡What Your Organization Can Do:

• Create Regular Engagement Opportunities: Like arts organizations, develop a calendar of events or activities—such as virtual Q&A sessions, private tours, or informal mixers—that provide regular opportunities for donor engagement. This approach helps maintain interest and involvement without requiring significant resources.
• Segment and Personalize Donor Engagement: Arts organizations tailor events to appeal to different donor interests. Similarly, your nonprofit should identify specific donor interests and create targeted engagement opportunities. Focused discussions or events with relevant subject matter experts can create more meaningful connections.
• Cultivate a Welcoming Community: Arts organizations foster connections among donors with shared interests, creating a vibrant community. Your nonprofit can replicate this by encouraging donors to bring friends and colleagues to events, enhancing their sense of belonging and expanding your network.

2. Visionary Planning: Keeping Your Organization’s Eyes on the Future

What Arts Organizations Do Well:
Arts organizations constantly evolve their programming, offering dynamic new experiences like concerts, premieres, and exhibitions. This approach keeps them vibrant and engaging, giving donors a sense of anticipation for what’s next. By continually adapting their offerings, they stay relevant and appealing to their supporters.

💡What Your Organization Can Do:

• Communicate a Forward-Looking Vision: Like arts organizations that share plans for upcoming seasons and projects, regularly update your donors on future initiatives, even if plans may change. Transparency builds trust and excitement, helping to secure support for new initiatives.
• Keep Your Case for Support Dynamic: Arts organizations frequently revise their messaging to stay current. Your nonprofit should do the same by regularly evaluating how your messaging resonates with donors and aligns with the current landscape.
• Involve Donors in Planning: Arts organizations often share behind-the-scenes insights with donors, enhancing their involvement. Similarly, your organization should involve donors in strategic planning by sharing challenges, providing budget insights, and discussing what resonates beyond your internal team.

3. Segmenting Funding Opportunities: Appealing to a Variety of Funders

What Arts Organizations Do Well:
Arts organizations often face challenges in justifying their importance compared to issues like healthcare or food insecurity. However, they creatively appeal to a wide range of donor interests. For example, while ballet may not appeal to everyone, it offers entry points for different interests: fashion enthusiasts can underwrite costumes, music lovers can support orchestral musicians, community-focused donors can fund free ballet classes, and business-minded individuals can learn about the economics of running a ballet company.

💡What Your Organization Can Do:

• Diversify Funding Appeals to Match Donor Interests: Just as arts organizations offer varied opportunities for support, your nonprofit can identify different aspects of its mission that resonate with diverse donor interests. For example, a healthcare nonprofit could create opportunities related to patient care, medical research, or community health education.
• Create Multiple Entry Points for Donor Engagement: Arts organizations provide various ways for donors to get involved beyond general donations. Similarly, your organization should offer sponsorships, volunteer opportunities, or exclusive experiences that align with donor passions and preferences.

Fundraising shouldn’t be limited by a specific mission or sector—every organization brings unique value and perspective to the philanthropic landscape. By embracing the innovative strategies of arts organizations, nonprofits can strengthen donor engagement, pursue visionary planning, and diversify funding approaches. As you look ahead to the new year, consider how these strategies can be adapted to advance your organization’s mission and goals.

Orr Group specializes in developing fundraising strategies that are as unique and innovative as they are actionable and achievable. Get in touch to learn how we can help you develop the right strategy for your organization.

John Philligin is a Director at Orr Group. With over 15 years of experience, John has a proven track record of developing highly tailored cultivation and stewardship opportunities, designing and implementing new fundraising initiatives, managing high-performing fundraising events, and increasing support from individuals, foundations, and corporations.