is there an art to philanthropy?

On Wednesday 6th April in Nottingham, Cultivate will host " Please Give Generously - The art of philanthropy" at which speakers, presenters and delegates will investigate what we actually mean by the word philanthropy, what we need to understand about the motivations for philanthropic giving, and what skills we will need if the arts are to successfully achieve substantial philanthropic gifts, from single large gifts to small gifts from numerous givers.

Working with a team of graduates and chief executives from arts organisations, supported by an expert in philanthropic giving both in the UK and the USA, we have researched and investigated a wide range of models; but the question always comes back - do we in the arts win hearts and minds? This, we have come to believe, is fundamental in what motivates philanthropy. How many of the public, let alone our audiences, attendees, visitors, know that most arts organisations are charities, and if they did would they know why? Would this change their attitude to giving to the arts? Perhaps we have done ourselves an injustice by banging on about cuts in government funding to the extent that people see us no differently from any other public service?  The truth is that the arts has always relied on an economic mix of public and private funding as well as earned income. When any one of these diminishes arts organisations are at risk.

Recently there have been many comparisons, both good and bad, drawn with American models of philanthropy. At a meeting about philanthropy with Steve Briganti, President and CEO of The Statue of Liberty - Ellis Island Foundation, he stated that he thinks the fundamental difference between the UK and USA regarding philanthropy was that America was built on the principle of communities sharing and supporting one another in the New World in protest to the British hierarchal system of class.  Steve believes that fundamental cultural differences between the UK and America mean that the American model cannot simply be adapted to meet British needs. He even admits, that with the shift in the demographics of America, that something as iconic as the Statue of Liberty and Ellis Island will have difficulty in getting philanthropic gifts as new generations lose more and more immediacy with the emotions tied to their history and significance. Steve is working on new ideas and developments for the sites to keep on winning hearts and minds in order to sustain the substantial philanthropic gifts he needs to maintain and develop the sites.

How can we ensure that we engage with our public enough that they no longer question the worth of the arts, and understand that without their generosity, whether small or large, arts organisations will not survive? Is it only the responsibility of board members, as in the American model, to "give, get or get off", or is it the responsibility of all of us who work in the arts, and passionately believe in their value to society, to learn how to share that passion better and win the hearts and minds of everyone, not just those that support us anyway?

Vanessa Rawlings-Jackson, Chief Executive, Cultivate