arts & business council

MetLife National Arts Forums Series

Arts & Business Council of Chicago
Chicago, Illinois

Assuring Your Future: Reaching and Engaging Individual Donors
07/26/2005

Panelists:

• Edith Falk, President, Campbell & Company
• Dorlisa Martin, Director of Major Planned Giving, The Goodman Theatre
• Dorothy Osborn Walton, President, Board of Directors, Chicago Opera Theatre

According to the research from Giving USA Foundation’s most recent “2005 Giving USA Report,” individual philanthropy is the single largest source of income for nonprofits in the United States, making up 83.6 percent (including bequests) of all contributions for a total of $207.7 billion. However, even with the steady increase in dollars donated by individuals in the United States, giving to the arts is shrinking as a percentage of that total. To counteract this trend, Edith Falk challenged those in the room to dedicate their efforts to increasing their share of total individual giving. While she acknowledged that many smaller organizations in Chicago find it difficult to engage in individual donor programs due to lack of staff and time, individual contributions play a key role in an organization’s long-term financial stability. “Foundations change their guidelines.  Corporations are acquired [and disappear], but individual donors—unless you do something that really annoys them—will continue to support you,” stated Ms. Falk. 

Dorlisa Martin outlined specific steps to engage and cultivate individual donors, explaining the need to thoroughly research donors before making solicitations (e.g., prepare bio), research donor’s desire for access (i.e., unique opportunities, meet the artists, special VIP treatment, carefully choose the appropriate person to make the ask, be specific about what and how much you are asking for. 

Ms. Martin explained that new, “entrepreneurial” donors have different expectations than more traditional “philanthropic” donors, and that this new generation wants to be part of the process and feel involved, to help solve problems, to have fun, and most of all to know that they are making a difference.

Dorothy Walton further reinforced the point made by Ms. Falk that nearly all arts organizations, no matter how small, have an untapped pool of resources in their audience and can count on their individual donors year-in and year-out. “Individual relationships can be fruitful even when national trends are gloomy,” stated Ms. Walton, “as long as you engage a group of committed followers to support your work.”