1. Pennies to pounds
A study into donor motivation
Joanne South
Research Manager
1

2. Individual giving in the regions
2008/09
£m
A study into donor motivation 2

3. Individual giving by artform in the
South West
28% Theatres 25%
Museums
8% 5% 4%
Festivals Visual art Music
A study into donor motivation 3

4. Why is low and mid-level giving
important to your organisation?

5. 90% of donations are at
a low to mid-level

6. Committed audience members to
donor
Friends schemes and ticket purchasing
increases a person’s willingness to donate
● 90% of donors interviewed went three times or more
● 75% of donors were trustees, volunteers, on mailing
lists or a Friend
● 47% of the Friends said membership encouraged
them to give
● Spending money on tickets did not affect willingness to
give
● 12% increase in attendance across UK and artforms
A study into donor motivation 7

7. What motivates someone to give to
the arts?
Artistic/cultural
Philanthropic
Incidental
Social / social networking
Institutional
Personal / experiential
Material

8. What motivates someone to give to
your organisation?
“...lots of people would not think to make a donation but
would join a friends scheme -and hopefully they
encourage longer-term or larger donations as people
remain engaged rather than just one-off donations.”
“It was our local theatre so I felt a local connection and it
is also a theatre which has got a lot of potential and I
wanted to help it develop.”
“I think it is important that now that they have those two
fantastic galleries that they keep those maintained.”
A study into donor motivation 9

9. Mechanisms for giving
Give people ways to give to you
● How, where and when will they give?
● Those who give small amounts regularly, donate more
● Prompts and direct requests
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A study into donor motivation 10

10. Recommendations
● A direct ask for something specific is the most
effective approach
● Give people the opportunity to give to you
● Forming new and multiple relationships with your
audiences
● Co-ordinated marketing approach
● A resource efficient fundraising strategy