Building a Donor Base in a Small Town

The arts can be essential to fostering well-being and driving local economies in smaller communities. However, the reality is that most of the contributed revenue in the arts sector is concentrated in organizations with annual budgets exceeding $5 million in larger markets. This leaves smaller entities, particularly those in communities with populations under 100,000, struggling to compete for limited resources.

One of the most glaring disparities in arts funding lies in the distribution of private and family foundation contributions, corporate giving, and local government funding. These sources of support are crucial, yet they are typically concentrated in larger, urban areas, leaving smaller communities at a disadvantage. Without access to these funding streams, small-town arts organizations often rely heavily on a narrow base of charitable giving—primarily from “angel” donors. While these sources can provide a temporary lifeline, they can also create a precarious financial situation. Overreliance on a few large gifts or a single donor can lead to instability, especially when these contributions are not part of a broader, more diversified fundraising strategy.

In smaller communities, where large corporations are scarce and philanthropic priorities often lean toward human and social services, arts organizations must navigate a challenging landscape. The sustainability of these organizations depends on their ability to cultivate a culture of widespread community support, ensuring that no single source of funding becomes a crutch. By diversifying their revenue streams and engaging a broader base of donors, small community arts organizations can build a more resilient foundation, securing their place as essential pillars of local culture and economy.

A Lesson from a Very Special Donor Wall

The Sitka Fine Arts Camp (SFAC) in Alaska stands as a remarkable testament to the power of community-wide participation in supporting the arts, exemplified by the transformation of the historic Sheldon Jackson College campus. In 2011, when SFAC was gifted the abandoned and deteriorating Sheldon Jackson College campus, they faced the monumental task of renovation. Over the next four years, the Sitka community rallied around the camp, contributing over 45,000 volunteer hours as well as significant funds to begin the restoration process. There was no single “angel” donor or corporate gift, but rather a critical mass of the community collectively bringing the campus to life.

Sitka Fine Arts Camp’s donor wall reflects this extraordinary level of community involvement, with each name representing a personal commitment to the camp’s mission. SFAC ensured that each donor and volunteer's name was displayed in the same size, regardless of the size of the gift or hours volunteered. The story of Sitka Fine Arts Camp highlights the importance of community-wide buy-in and a diversified donor base.

1. The Message is Key

Before diving into the various tactics that can be employed to fundraise, it's essential to address a fundamental component of fundraising: the message.

Any message needs to be crafted for the specific community it appeals to. However, some fundamentals can help:

- Avoid generalizations or vagueness. Be as specific as possible about what the funding is supporting—whether it's particular programs, facility needs, or short-term initiatives that provide clear value to the community and the donor.

- Generate a specific value proposition for the organization and/or the activity. This value proposition should speak to a wide audience and highlight not just the cultural value but also the economic, educational, and broader community impact the work will have.

- Be earnest and authentic in conveying who you are, who the community is, and the relationship between the two. Drawing a clear line between the artistic work and the community is critical in building value.

- Create professional materials for your message that exude strategy and organization. This can be more easily achieved with AI technologies in design and copy.

2. Direct Asks

Fundraising is strengthened by relationships, and people in small communities often know each other. This is a significant advantage of living in a small town. If they don't know each other directly, they are likely just one degree of separation away. Whenever possible, meet with people in person when fundraising. This applies to both individuals and business owners.

3. Snail Mail Campaigns

People in smaller communities tend to check, scan, and read what arrives in their mailbox. Direct mail campaigns, when done well, can be effective—particularly when the envelopes are hand-addressed and the letters are signed. A bonus is when a board member or executive leader adds a personal note directly addressing the recipient. Fundraising is driven by relationships, and people most often support those they trust and know. Seeing a direct handwritten message from a trusted source has power.

Now, how do you get a mailing list? If you don’t have an existing list, one can be purchased. A quick Google search will yield several options. There are various criteria for determining who is included in the list, but this approach can be somewhat scattershot. A better option is to "borrow" an existing list or set of lists. Working with other civic organizations, churches, or local government entities can sometimes result in a mailing list being provided directly to a mail house as a one time act of goodwill or in exchange for future collaborations, services, or marketing resources. Any donations you do receive in the campaign are the start of your own mailing list. 

4. Email Campaigns

While less personal than a direct mail campaign, email campaigns can be an effective follow-up instrument. The same individuals who receive a direct mail piece can be prompted to give when they receive a follow-up email. When possible, send both. Sometimes you may not have a physical address for someone, and email may be the only path or vice versa. If an email is your only form of communication, it is worth utilizing. Just work to personalize the emails in similar ways that you would with a direct mail piece. 

5. Social Media Crowdsourcing

This form of fundraising is further from the most effective means of fundraising—an in-person ask. Social media fundraising is more of a dice roll, but it can still be a secondary component of a fully realized fundraising campaign. The various online platforms perform better through different approaches (which are constantly changing), but the shorter and sharper your messaging can be, the better. "Short" in the sense that the "what" and the "why" are delivered with brevity, understanding how interactions on social media operate. “Sharp” in the sense that the messaging is strong and is accompanied by evocative imagery or video. 

6. Volunteerism/Calls to Action

In small communities, volunteerism is invaluable. It may not always translate into direct dollars, but it is a foundation by which to build strong community commitment, cultivate potential donors, and demonstrate value. The Sitka example is a fantastic illustration of this. Involving people directly in projects and programs builds knowledge, momentum, and a deep appreciation for who you are and what you do. If you struggle to build a donor base initially, work to find calls to action for volunteerism. This can be a tremendous firestarter for the future of your fundraising. 

Conclusion

Building a donor base in a small town is a unique challenge that requires a strategic and multifaceted approach. By crafting a compelling and authentic message, leveraging the strength of personal relationships, and diversifying fundraising methods, small community arts organizations can not only survive but thrive. The key lies in fostering a broad base of support that reflects the community's shared investment in its cultural vitality. Through persistent efforts, small-town arts organizations can create lasting connections and secure their future as vital contributors to the local economy and well-being.