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The end of the calendar year is a busy time for arts & cultural organizations – performing arts venues are typically producing, marketing, and selling tickets to popular shows like Holiday Pops and the Nutcracker, and museums are welcoming visitors looking for fun activities during their winter vacations. The high level of end-of-year activity also extends to the Development/Advancement departments, where holiday good cheer (and the desire to utilize end-of-year tax credits) drives up philanthropic giving. Most fundraising professionals would agree that December is truly the most wonderful time of the year!
As the end of 2021 approaches, Development departments are aiming to finish the year out strong. Last year was an anomaly in so many ways – while in-person attendance at arts & cultural venues suffered due to closings and social distancing restrictions, financial contributions to nonprofits actually increased in 2020. According to the Chronicle of Philanthropy, charitable donations increased by more than 10% in 2020 over 2019. The need to meaningfully connect with others, reductions in personal spending on entertainment and travel, and the desire to ensure beloved community organizations survived the shut-downs were major factors that drove giving in 2020.
Now that arts & cultural organizations are reopening and adjusting to new ways of business, they are seeking ways to keep the philanthropic momentum of 2020 going. Last month, the Adage team attended a panel discussion about year-end philanthropy hosted by Cuseum, to get a feel for what arts & cultural organizations have planned this holiday season. The program highlighted nonprofit organizations of various sizes, including the Nelson-Atkins Museum of Art in Kansas City, MO, and Oakland Zoo in California.
Here are a few highlights of what was presented by the panel:
All in all, it seems like arts & cultural organizations are closing out 2021 with optimism for a bright future. What we learned in 2020 was that there were many ways to reach people beyond seeing them in-person, which is especially key at year-end. Staying connected to our patrons ensures that their sense of personal engagement—as well as their financial support—will continue long into the future.
Adage is always here to talk through your digital giving strategies and capabilities. Reach out today!
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