Truro Presentation 100210

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Truro Presentation 100210

  1. 1. Pennies to pounds A study into donor motivation Joanne South Research Manager 1
  2. 2. Individual giving in the regions 2008/09 £m A study into donor motivation 2
  3. 3. Individual giving by artform in the South West 28% Theatres 25% Museums 8% 5% 4% Festivals Visual art Music A study into donor motivation 3
  4. 4. Why is low and mid-level giving important to your organisation?
  5. 5. 90% of donations are at a low to mid-level
  6. 6. Committed audience members to donor Friends schemes and ticket purchasing increases a person’s willingness to donate ● 90% of donors interviewed went three times or more ● 75% of donors were trustees, volunteers, on mailing lists or a Friend ● 47% of the Friends said membership encouraged them to give ● Spending money on tickets did not affect willingness to give ● 12% increase in attendance across UK and artforms A study into donor motivation 7
  7. 7. What motivates someone to give to the arts? Artistic/cultural Philanthropic Incidental Social / social networking Institutional Personal / experiential Material
  8. 8. What motivates someone to give to your organisation? “...lots of people would not think to make a donation but would join a friends scheme -and hopefully they encourage longer-term or larger donations as people remain engaged rather than just one-off donations.” “It was our local theatre so I felt a local connection and it is also a theatre which has got a lot of potential and I wanted to help it develop.” “I think it is important that now that they have those two fantastic galleries that they keep those maintained.” A study into donor motivation 9
  9. 9. Mechanisms for giving Give people ways to give to you ● How, where and when will they give? ● Those who give small amounts regularly, donate more ● Prompts and direct requests To add a picture, select this shape, then click Add Pic on the toolbar A study into donor motivation 10
  10. 10. Recommendations ● A direct ask for something specific is the most effective approach ● Give people the opportunity to give to you ● Forming new and multiple relationships with your audiences ● Co-ordinated marketing approach ● A resource efficient fundraising strategy

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