Cultural Giving: Successful donor development for arts and heritage organisations, the new book by Theresa Lloyd, author of Why Rich People Give and Founder Director of Philanthropy UK, is published in October 2006. It includes articles by Chris Carnie and Elizabeth Dixon.
Cultural Giving draws on her own expertise and experiences as well as those of leading development directors and consultants from a wide range of art forms, size of organisation and geographical spread. The book is also based on Theresa Lloyd’s profound understanding of the attitudes and aspirations of donors. It offers practical advice and ideas for improving fundraising from individual donors.
Cultural Giving uses a case study format to illustrate how the techniques described have worked for a range of different organisations, giving plenty of realistic models to follow. There are also vivid examples of how not to do it and specialist advice on a number of topics, including board development, data protection, research, tax and wealth screening.
Cultural Giving is particularly timely; the level of public funding of the arts is unlikely to increase materially, and there is every chance that funding levels will decline in the face of a general squeeze on government budgets and the pressure of the Olympics. Furthermore the future for corporate sponsorship is uncertain, although some companies are interested in wider support that combines elements of employee engagement and corporate responsibility.
So, as Vernon Ellis says in his foreword, what is needed most is a quantum leap in the ability of organisations to tap into the potential that is offered by the new wealth structure in the UK. While there a broad base of enthusiastic support for many cultural organisations, too many institutions are just not effective enough at initiating engagement and then translating a personal passion into higher level financial support.
Cultural Giving provides a clear and compelling guide to how to do that. The book is the first in the UK to focus on individual giving for the arts and heritage and is aimed as much at trustees and chief executives as the fundraising staff of cultural organisations, although many of the issues and solutions could be applied to charities across all sectors. The book examines topics in detail, but its main message is simple: put relationships with donors at the centre of your funding strategy, and treat them as full partners and investors in the delivery of your mission.
Vernon Ellis, Chairman of English National Opera and of Mission, Models, Money says
“There are many lessons in the book for all of us who care about the future of cultural organisations and want to secure the future for the artistic endeavours we love, whether as artists, managers, trustees or supporters.”
Theresa Lloyd has experience as a trustee of several organisations and in her consultancy role has first hand experience of the challenges faced by those needing to raise funds. She says:
“I have recognised for a long time that the arts needs a ‘how to’ guide to successful fundraising, particularly from individual donors. The key to encouraging philanthropy is to make the experience as enjoyable as possible, and to ensure that donors understand how their support makes a real difference. I hope that all those who need to raise money in the UK will welcome Cultural Giving. We have been fortunate to receive support from Arts and Business, the Institute of Fundraising, The Monument Trust and anonymous donors to write and publish Cultural Giving. The richness of the book lies in the range of contributors, including donors who told us of their experiences, good and bad, the experts who helped to write it and the many and various cultural organisations who shared their stories with us.”
Published by the Directory of Social Change, October 2006. Copies can be obtained, price £15, from their website. For a review copy please contact Claire Cohen on 020 7391 4873.
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