What Arts Supporters Can Do In This Moment Of Crisis. (And Why I Am Optimistic About the Future of Arts Funding)
We are definitely in some uncharted territory.
Over the past weeks, I have been focusing on two things: checking in with family, friends, colleagues on their health and safety, and working with members of the cultural sector - including philanthropists, institutional leaders and development directors. We have been focusing on what to do immediately, and how to best navigate this unprecedented moment.
I am relieved and happy to report that many cultural donors are doing what organizations would most hope for: asking institutions what they need. Trustees and major donors are confirming their passion for, confidence in, and allegiance to organizations. This is providing a sense of calm and optimism during this chaotic time.
This is a first step, and one that should be taken immediately. When we look to the near future, and subsequently the long-term, what can arts supporters do to help keep the sector alive?
The most helpful thing institutional donors can do right now - and what I encourage philanthropists to do immediately - is to indeed maintain and communicate their support for the organizations with which they are affiliated. Ask organizations what they most need right now.
Let’s get more specific. This crisis is coming at a time when many organizations host their large annual fundraisers. These events, which are in large part being cancelled or postponed without a new date, are usually the organization’s biggest fundraising opportunities (and crucial cultivation and marketing tools). For donors who have purchased a ticket or a table for these events: roll it over as an unrestricted gift to the institution. The same applies to any event fees for a canceled program: let the organization know they may use this as a donation. And most importantly, communicate that the organization can allocate your contribution towards any purpose they deem necessary during this crisis.
Now let’s think longer term. We saw donors step up during the Great Recession, especially for organizations delivering basic/essential needs. However, since that time, we've seen a trend of more money being donated, but by fewer people. This is hazardous for the arts sector, especially right now: the general public has not considered the arts a "must have", but a "nice to have."
In 2019, the Arts Funders Forum (AFF), a platform from M+D designed to increase private giving to arts and culture in the United States (of which I am the director), conducted a research study that uncovered that “cultural institutions are experiencing a crisis of relevance”. We see this reflected in the numbers, as giving to the arts has been decreasing: as total charitable giving rose from $410 billion in 2017 to $428 billion in 2018, total giving to the arts remained stagnant - at $20 billion.
Committed arts donors need to advocate for immediate arts funding in every way possible. Become spokespeople for the arts. Get companies, industries, friends and colleagues involved. Call on congress to include the arts in relief funding and the economic stimulus. This should be happening 365 days a year, every year, but is imperative to avert an industry crisis.
The same AFF study found that three out of four art funders surveyed said that “collaboration and partnerships” and "new funding vehicles" would have the most significant impact on increasing funding for the arts. Right now, philanthropists could establish new (or contribute to existing) innovative philanthropic models to create emergency funds for artists, organizations and advocacy groups that could inject the arts sector with much needed funding. VIA Art Fund and Angeles Art Fund are some examples.
I believe that this could be a turning point in cultural philanthropy. Why? Because during this time of isolation and uncertainty, the general public is turning to artists, creatives and makers. Music, entertainment and online exhibitions are streaming into homes like never before. Society is yearning for forms of expression, for meaning, for beauty, for a sense of normalcy, for release. From America to Italy, we are singing out of windows and playing music for each other. We are gathering virtually to watch films and have dance parties. This proves what some had deemed cliché: art’s power to heal and comfort, to inform and enlighten. This makes a case for art as a human necessity.
Right now, donors can support their favorite artists. We need to champion these creatives when galleries, concert halls, theaters, clubs and institutes are closed. This will ensure they can continue creating the things we all enjoy.
We are witnessing a renewed appreciation for the arts. This moment is creating a bigger audience for the cultural sector to engage. Perhaps what was once considered a sector experiencing a crisis of relevancy can experience a renaissance?
In moments of societal health and economic uncertainties, there is fear that philanthropy will decrease. But based on historic precedents, it may change, but it will not disappear (see the graph below). Perhaps the changes that we have seen coming will develop as the new standard for cultural support. Philanthropy is about generosity and kindness; people give because they want to help. See what is already happening: over 15 foundations have created the New York City NYC COVID-19 Response & Impact Fund to support New York City-based social services and arts and cultural organizations. This serves as a role model for individuals, who want to help in times of crisis. The cultural sector also needs individuals to help arts communities throughout the United States.
This is a time to remember the power of art and the power of giving. Let’s prepare. Let’s communicate. Let’s breathe. And let’s leverage our collective experiences and resources to lift all the boats.
