Philanthropy Australia is a national peak body with a role to grow giving in Australia. Specifically we work with non-profit Associates to strengthen their relationship with the philanthropic sector.

Fiona Maxwell provides tips for arts organisations seeking to build relationships with the philanthropic sector...

Philanthropy Australia is a national peak body with a role to grow giving in Australia. Specifically we work with non-profit Associates to strengthen their relationship with the philanthropic sector.

So much of philanthropy, whether individual giving or applying to trusts and foundations is relationship based. Get to know your potential supporters, introduce them to the breadth and depth of your organisation, and take time to see if there’s a match. With grants that means phone calls and even face-to-face visits well in advance of deadlines. For individual giving, that includes key staff and board “cultivating” potential donors for sometimes up to 6 months before it’s the right time to make ‘the ask’. It doesn’t have to be about a specific staff member or big database – building relationships should be part of everyone’s role – board, administrative and artistic staff.

The arts punches above its weight in philanthropy – as can be seen in the statistics from Private Ancillary Funds. Similarly, arts organisations can tap into grants from linked cause areas – community, education, environment – when doing interdisciplinary projects, so lots of potential there.

The arts offers great opportunity for recognition of support (printed programs, website), entertainment (behind the scenes tours, studio visits) and close relationships (commissioning circles, meeting the artists). Donors want the ‘money can’t buy’ experiences and being close to the magic of making work. Similarly, saying thank you can be simple and personal – a signed show program, or small framed sketch – rather than free tickets or things that bite into the bottom line.

The other tip is more administrative – keep meticulous records in relation to donors. Who’s been contacted, who’s been asked, double checking logos and receipts. Your best relationships are renewing your existing ones, but that can be embarrassing if they haven’t heard from you in a year.

In a small organisation with limited resources, it’s a challenge developing a philanthropy program and more still to keep it going. You’re best to pick one area and focus on doing it well – ie. Major gifts, trusts and foundations, or corporate partnerships – rather than a scatter-gun approach to everything. Similarly, as mentioned before, if fundraising is everybody’s role, it’s much easier. Involve the whole team in identifying supporters (artists often have great networks, but sometimes not the confidence to ask), building relationships (donors would much rather hear from artists and project workers than administrators!), and saying thank you (get the board signing thank you notes before each board meeting).

It’s often the little guys who punch above their weight. I was very impressed with Umbrella Studios in Townsville who recently sent out an End of Financial Year Appeal. Great wording talking about their impact on the community in the last year, how your gift makes a difference and an easy ‘Click Here’ and it’s done. They also customised it for past donors, so makes you feel like they know you.

Fiona Maxwell is the Queensland Manager for Philanthropy Australia. She was previously Queensland Manager for Artsupport Australia, advising cultural organisations in fundraising, and prior to that was Executive Director of the Next Wave Festival. Fiona is a founding committee member of Women & Change, Queensland’s Women’s Giving Circle.