Case Study: Hard Questions for Arts Organizations Facing Funding Challenges

Sectors: Museums and Performing Arts Organizations

Challenge: How can we increase our membership, donor base and fundraising sources?

Key Success Questions:

1. Has the Board approved a 3 year Strategic Plan?

• What are your top 3 priorities?
• Are we combining artistic “hits” with artistic “risks” that reflect our innovation and excellence?

2. Does the Executive and Advisory Boards reflect our top 3 priorities?

• Do they understand their roles and responsibilities?

3. What is the 3 year Marketing Plan that supports the Strategic Plan, mission and vision?

• Do we have specific resources to execute the plan (funding, talent, time)?

4. Who are your competitors or rivals?

• Who’s raising more money and is getting more visibility? Why?

5. How are we differentiated from your competitors in terms of programs, brand and reputation?

• For example, if my family and I have only one day, how will we spend our money and time? Why?
• What is our unique positioning in terms of our community and our field? Let’s name 3-5 clear differentiators.
•  Let’s be realistic: how can we partner and cross-market for joint success?
• How do we attract new funders, media, and partners?

6. Why do our patrons and donors support us?

• Who our are most loyal supporters?
• Why do they continue to support us?
• Who should be our new supporters?
• Let’s segment them.

7. How have we celebrated success with our staff, volunteers and patrons?

Bottom Line: Fundraising challenges are a symptom of strategic marketing, positioning and communications. Let’s get the competitive positioning right to succeed in fundraising.