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The other week I went along to an AMA Network event.
It was good. Though I don't work directly in arts marketing, I thought Sarah Gee's talk on how marketing and development teams could and should work together, pooling resources and wisdom, was fascinating. (And worded/explained much more entertainingly than that.)
It was so interesting that I've been meaning to write it up – but have consistently failed to find the time to do so properly, so on the off-chance there are any nuggets of wisdom discernible from my notes (made after-the-fact, tut-tut) here they are:
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Arts orgs having to become more business-like in terms of 'customer retention'. No resting on laurels and becoming complacent because funding appears year after year; those days are over.
It's important to involve people from the organisation as a whole – and to be more open. And open to change.
Don't be shy about the fact the org is a charity. Nothing to be ashamed of! If people were more aware, they may be more inclined to give.
Don't concentrate on one route only. Crossover is vital e.g. capital appeals can help people understand an arts org. is a charity. [For example Hippo Stage Appeal which launched in the Prospectus we designed, aimed at key stakeholders and funders is now also a public-facing campaign.]
Being clear to audiences/donors about the organisation as a whole, not just individual projects. (A good point was made about the possibility of people becoming fatigued being frequently asked to fund individual 'projects' - that time/those resources should also be spent on long-term gains; building relationships with people who may eventually prove to be 'high value givers' or who bequeath a legacy.
Inform people about the organisation as a whole, as well as individual projects.
Interesting fact re. legacy-giving and inheritance tax – many people give away anything over the inheritance tax threshold as they don't appreciate being taxed for it again. Remember though – the 'baby boomers' may be the final legacy-givers as the rest of us may not have any money to bequeath!
My favourite line: "Treat people as people".
This is something the arts is very well-placed to do, particularly compared with corporates as so many people have and/or build emotional attachments with the arts; attachments which are much deeper and mean more to them than 'for profit' brands. Marketing plus development = the perfect range of skills to benefit organisations.
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By the way, the diagram heading up this post is based on a slide from Sarah's presentation but I can't for the life of me remember who this marketing/fundraising cycle should be credited to. If you know, please pop a note in the comments and I'll update the post accordingly. Ta.
UPDATE:
Thanks to Chris Unitt for reminding me that the marketing/fundraising cycle graphic concept is by Michael Kaiser. Chris has also handily pointed me towards a slideshare presentation about it: The Cycle.
