Towards A More Sustainable Arts Funding Future

by Melissa Cowley Wolf and Sean McManus

The Arts Funders Forum believes this is a consequential moment in the trajectory of cultural philanthropy. This is the time to collectively remake the model into one that is more sustainable and better engages next generation donors. It is these donors that are yearning to redefine our system, and it can be remade in their image. The rising generations of donors were already asking for new models for giving; this pandemic is accelerating our way there.

This crisis is exposing several weaknesses in the sector - redundancy in organizations, too few rising generation donors in the system, and a lack of a safety net from the private sector.

Here are four ways that both arts funders and the overall sector could ensure that the cultural ecosystem emerges from this crisis stronger, more resilient and more sustainable. 

1. New Partnerships, Collaborations and Funding Vehicles

The AFF research study uncovered that three out of four art funders believe that “collaboration and partnerships” and “new funding vehicles” will have the most significant impact on increasing funding for the arts. As we watch current models and organizations suffer perhaps irreversible damage, this is the moment to diversify our funding streams with input from all sides of the sector. Established and rising generation donors could follow the lead of organizations such as VIA Art Fund, establishing innovative philanthropic models that engage a wider audience, include direct investment into artist and organizational initiatives, and allow donors to better influence impact. 

2. Technology

AFF research shows that the cultural sector is searching for ways to better use technology to connect communities to culture, connect institutions to resources, and measure outcomes and impact. Now, with people isolated and inside, the cultural sector is relying exclusively on technology for 100% of its programming. We are seeing operas and ballets streaming into homes and museum collections from around the world now available to a wider audience with lower barriers to entry. This is creating an entirely new population to whom artists and organizations can make their case for support. 

Technology can also provide much needed immediate funding response. Digital storytelling, featuring donors and innovative ways of giving, can be highlighted to convert these new audiences into donors, engaging an entirely new sector of the public.

3. Social Justice

The emerging class of donors views cultural philanthropy through the lens of social justice, according to the AFF survey. Donors have the ability to more equitably shape the funding and arts landscapes of cities across the country. Saving the local economies and “thinking locally” has never seemed more relevant.

4. Sector Relevancy

Art funders and cultural leaders alike said that the arts do a subpar job of expressing the sector's value to society, per the AFF research study. Art and culture is considered a “nice to have” not a “must have”. Right now, we are seeing a demand for the arts like never before: individually and collectively, societies around the globe are expressing themselves through art, yearning for creative expression, using the arts to heal, and understand this complicated moment. Committed arts donors and entities alike should leverage this shift in attitude, becoming spokespeople for the arts. Out of this moment, we may find the most captive audience the arts have had in this century. 

Photo credit: The British Psychological Society