The Fine Art of Fundraising

When it comes to fundraising, arts organizations can entice donors with vibrant images and bold designs. But when times are tough, and donors must choose their causes more carefully, those visual appeals often aren’t compelling enough to win out over the gut-wrenching images of starving children and war-torn villages on an international-aid organization’s direct-mail pieces.

To overcome the innate challenges involved in raising funds for the arts, the development staff at NYC’s Lincoln Center “leaves no stone unturned,” according to Tamar Podell, vice president of planning and development at the venerable institution.

“Through creative special events, flexible sponsorship agreements, dynamic direct-mail pitches, corporate solicitations and compelling face-to-face meetings … we aggressively work to convert the wonderful audience experience into increased annual operating support,” Podell says.

“[And] customer service is paramount for us; if donors have a bad customer-service experience, we face an uphill battle to renew,” she adds.

Lincoln Center’s development strategies cut a wide swath, since the broadness of its programming leaves it without a “typical” donor.

“Our donor profile for the 400 programs we present each year runs the gamut,” Podell says. “Aggressive audience-development initiatives designed to reach the boroughs and beyond are beginning to bring [in] newcomers.”

The center also looks to its Young Patrons Society — active, culturally aware 20- to 40-year-olds — as a training ground for the next generation of donors and taps into cultural program exchanges as well.

“This summer, we have cultivated support connected to Indonesia because we are presenting I La Galigo, Robert Wilson’s retelling of an Indonesian creation myth,” Podell says.

Listen in as she discusses other aspects of development at the Lincoln Center:

Special challenges
“Often, donating to the arts is not the first or even second priority within a donor’s portfolio of giving. Historically, donors give first to schools, hospitals and other similar organizations before the arts. Consequently, we need to be very competitive and present energetic, compelling reasons to encourage their support.

“By exposing donors to the outstanding art we regularly present, we try and demonstrate in a more personal way how essential the arts are to the fabric of our lives.

“In identifying a number of ways to demonstrate how the arts provide a spiritual release, a haven in a tough world, as well as inspire, console and bring a community together to foster social change, it resonates with a donor.

Unique selling points
“Unique to the performing arts, our stages come to life virtually every night of the week. We are able to expose audiences to artists on a continuing basis. Donors can actually see and experience their investment; they can participate directly in the use of their support. They can witness how an artist directly impacts an audience or a classroom. We also can arrange for them to meet an artist of their choice.

“Arts organizations have the ability to tie together a social experience with an artistic one. For example, we hold Green Room dinners to gather donors and prospects who hear firsthand about the art form they will see in performance a few hours later. We also inform our donors about our programmatic offerings ahead of the general public so they have earlier access to the best seats in the house. Because there are restaurants and parking facilities associated with Lincoln Center, we offer amenities benefits that add to the experience. For our corporate sponsors, we offer wonderful venues for entertaining.

Finding new donors
“We’ve been trying to diversify our base of support by looking at relatively untapped business segments. For example, in the corporate community, we are building a relationship with the hedge-fund industry, in the hopes of creating something ongoing. We also are exploring the pharmaceutical and fashion industries. Our Taste of Summer at Lincoln Center links into the food industry by showcasing major New York chefs in connection with our summer programs.”