Fostering Success in Fundraising captures the sentiments of those fundraising for the arts, with insight into the resources required to achieve fundraising success.
Despite the state of the economy, perceptions surrounding the need for private sector fundraising have continued to grow.
For example, the average rating for the importance of raising private sector support has increased from 6.6 out of 10 in Giving Attitude 1, to 7.1 in Giving Attitude 2 and 7.5 in the current study.
Encouragingly, improvements were also seen across the three other key metrics over the three Giving Attitude studies, with increases in ratings of: knowledge of how to seek support (4.8 out of 10 to 5.3 and then 5.8), experience in seeking support (4.2 out of 10 to 4.8 and then 5.0) and success at doing it (4.1 out of 10 in Giving Attitude 1 to 4.6 and then 4.8).
The pandemic had a significant impact on fundraising programs. 72% of organisations reported they had a fundraising program in place before the pandemic. Of these, 57% reported a negative impact of the pandemic, and 27% stated it had a major negative effect.
As found in Giving Attitude 2, directly approaching individuals for donations was the most common fundraising activity (84%) in GIving Attitude 2.5. It was also perceived as a successful fundraising activity.
In Giving Attitude 2.5, 1 in 5 organisations indicated they needed more dedicated fundraising skills and expertise. This is a decrease compared to Giving Attitude 2, which was 1 in 4 organisations.
44% of organisations reported an improved internal articulation of fundraising strategy, value proposition, case for support. Many organisations also stated they would have greater capacity to undertake their fundraising activities by having dedicated fundraising staff or volunteers (56% — increased by 26% since Giving Attitude 2), as well as more skilled and experienced staff and volunteers (62% — increased by 33% since Giving Attitude 2).
The industry shifted to digital platforms, such as online performances, virtual exhibitions, streaming services, social media and crowdfunding campaigns. The use of social media campaigns in fundraising increased significantly between Giving Attitude 1 and Giving Attitude 2.5: up from 49% in the first study to 64% in the second, and to 76% in the current study.
The industry reported low levels of board engagement in fundraising in Giving Attitude 2.5 with only 3% board participation in fundraising activities monthly, a 5% decrease from Giving Attitude 2. A high proportion of board members were not actively engaged in activities that raised private sector support.
Giving Attitude 2.5 found that in five years, the industry anticipates 38% of funding will come from earned income, 31% from government sources, and 25% from private sector support.
Giving Attitude 2.5 reports the growing use and importance of crowdfunding campaigns and declining use of traditional approaches (events, raffles, and collection boxes). While 47% of organisations engaged in crowdfunding activities, this activity had a perceived success rate of just 4 out of 10.
Organisations’ belief in their government funding capability remained strong overall. This is key, as the majority of organiastions perceived government funding as extremely important to their viability.
Giving Attitude 2.5 found that less than half of organisations surveyed felt they found success in fundraising from business sponsorships. This is similar to Giving Attitude 2, with a 5 out of 10 perceived success rating.
In Giving Attitude 2.5, the employment of dedicated fundraising staff grew by 1% compared to Giving Attitude 2 — 21% to 22%. However, when looking at Giving Attitude 1, 24% of organisations employed fundraising staff, higher than the last two surveys which were captured during COVID-19 disruptions.
Employing fundraising staff at FTE (average) went down to 1.3 compared to Giving Attitude 2 at 1.8. Spending on salaries for fundraising staff declined by $24.6 million during the COVID-19 pandemic.
12% reported that board members donated frequently, while 31% did so once a year and 33% have never donated.
Board engagement in fundraising was still an area for improvement compared to Giving Attitude 2, with a decline of 4% in boards directly approaching individuals for donations and 1% decline in boards actively seeking businesses sponsorships.
Explore the data from Giving Attitude 2.5 to compare across surveys, analyse trends, and share your insights using our interactive Giving Attitude dashboard.Explore data
Read a detailed presentation and analysis of the survey results by downloading the Giving Attitude 2.5 PDF Report.Download PDF Report