Although this study focused on the San Francisco Bay Region,
its findings are probably applicable nationwide.
- Values shape people's charitable giving - Connecting to the values and interests of potential donors is essential to success in any fundraising effort and raising money for artists’ projects is no different.
- Donors to artists and small arts organizations differ from donors to larger arts institutions - in values as well as in their profiles
- Donors to artists’ projects are moved to give by four connection points - a personal relationship with the artist; a passion for the artform; an emotional or intellectual interest in the subject
matter of the artwork; and an involvement with the culture or community touched by the project.
Connecting with the donor on more than one of these points increases the likelihood of giving.