Donor stewardship is a cornerstone of successful nonprofit fundraising. To bring you insights from the frontline, we reached out to three top arts fundraisers to find out what’s working right now…and what’s not.
Kristen Bigham, Director of Major and Planned Gifts, Joffrey Ballet
Kristen values personalized touches in donor stewardship. Her organization creates "post-production packets" for sponsors who can't attend events. These packets include photos and other memorabilia, which are thoughtfully designed to be practical and memorable. Kristen explained, "We actually made them into postcards. So, it's something people could use, put on the fridge, so they still feel like they were part of the production." Joffrey’s donors are flocking to in-person events, such as salons or luncheons, which have been filled to capacity. Since the pandemic they have seen a slight decline in subscription purchases, but a large increase in single ticket sales for performances. Fortunately they haven’t seen a drop off in donations – in fact both giving and ticket revenue are on the rise.
Bruce Hostetler, Artistic Director, Portland Revels
Bruce talked about the need for deeper engagement than they were seeing even a few years ago. “10 years ago, there was a sense that there were some things that you did for your donors. You gave them some perks, you let them get early tickets, and that that created enough specialness that they felt like they were involved in the organization. They were part of your mission, and that they could feel like they were doing something, and that they had a special connection. And it really feels like now it takes more personal attention.” Bruce often calls donors directly to connect with them and share updates on their mission and performances. He’s also had success with in-person events, such as a farewell party for their Music Director of 25 years.
Ishan Johnson, Deputy Chief Philanthropy Officer, Boston Lyric Opera
Ishan noted differences between his donor stewardship experience with the Art Institute of Chicago and Boston Lyric. One of the challenges he found in performing arts is the shorter runway for engagement around a performance versus a longer running art installation. At the Art Institute, Ishan described the bespoke reports for their donors, "I had never seen such beautiful reports and they were, of course, personalized." Ishan is bringing that same attention to detail to BLO, engaging donors by bringing the production to life. “Being able to continue to tell that story through renderings, rehearsals, and events that take place in the space to let everybody know this is a real thing. It's not just an idea anymore, it’s happening.” Like Kristen and Bruce, Ishan has had success with in-person events. “We do our very, very best to host as many people as we can. Everything from coffees, to walk-throughs, to visiting them at home.”
Key Takeaways:
- In-person events are back and a great way to engage donors
- Traditional “perks” that were subscription centered aren’t working as well now – donor stewardship needs to be highly personalized
- Stewardship can and should extend far beyond performances, to connect with supporters who may give generously, but attend infrequently or not at all.