Generational Shifts
A significant difference between the older and newer generations is that young donors do not as readily understand the benefits of donating. Many younger patrons have tighter budgets, having come to the workplace with student loans and considerable monetary pressures. Organizations need to nurture these younger people to create a sense of community and connection.

Younger donors have also grown up with free access to information and culture, via the internet. Though this makes them more likely to donate online and subscribe to email newsletters, it also creates a reluctance to give money to general fundraising campaigns.

Tangible Benefits
Anil Patel, Director and Co-Founder of the Framework Foundation, an organization that advocates volunteerism through creative initiatives, suggested that giving doesn’t have to be an “either-or” choice. Donating time rather than money is a worthwhile compromise. For every $1 spent in traditional fundraising campaigns, only $2 is generated. For every $1 spent on volunteerism efforts, $7 in benefits is generated. By encouraging what Samir Khan of D-Code, a strategic marketing firm, calls the “participatory instinct,” both the donor and organization benefit.

Sue Edworthy, Director of Marketing and Development at Theatre Passe Muraille, recommended linking donors to the purchase of real items, like a single pair of ballet shoes, for a $50 donation. “Operations is never sexy – specifics work.” Similarly, Mina Cicconi, Development Coordinator at The Power Plant, suggested working with this generation’s “relationship with consumption.” The Power Plant promotes continual involvement with regular events and talks (such as those at the Rivoli) and offers the potential of unique experiences for its members.

Creative Connections
Samir pointed out that the younger generation actually donates at a percentage rate equivalent to its own portion of the population: 25%. It is not that young people are reluctant but the number of organizations has grown and competition for dollars is high. To be effective, he said, “Don’t discount relationships outside the arts community.”

Philip Hartwick, Business Manager at Theatre Passe Muraille also spoke about the need and difficulty of collaborating with other organizations. Pooling resources between theatre groups has so far been unsuccessful. Long term planning is hard when it takes time and organizations have immediate concerns.

The audience reflected this need for collaboration and access to information. Finding out what has worked for like-minded arts groups is elusive yet priceless information. A warm thank you to the Fringe, panel members, our moderator, and all who turned out for coming together to bridge this gap!