Attitudes Toward Arts Groups Shift, With Implications for Fundraising, Report Says

Title: Culture Track ’17

Organization: Culture Track and Kelton Global

Summary: The definition of a cultural organization has shifted, revealing potential implications for fundraising by arts and cultural nonprofits, according to a study that looked at the changing behaviors of audiences and donors. For example, more than one-third of those who visited an art museum did not consider the experience cultural, and more than 50 percent of theatergoers had the same response, according to the report. Respondents were more likely to regard a street fair or dining experience as a cultural event, as opposed to a performance of opera or ballet.

The study, conducted by CultureTrack, found that people still value traditional cultural organizations and want to support them but are less likely to do so through memberships. The recent results compare with findings from 2014, the last time the study was conducted, which also included data from 2011.

The report was compiled by Culture Track, which provides research, workshops, and other services to cultural groups, and Kelton Global, a consultant on research and strategy. The findings are based on responses from 4,035 individuals who had participated in at least one cultural activity in the past year.

Among the findings:

• 41 percent of those surveyed said they planned to donate to a cultural organization in 2017, compared with 33 percent in 2011.
• Only 22 percent said they had a membership in a visual-arts organization today, compared with 26 percent in 2011. Twenty-one percent held subscriptions to a performing-arts group in 2017, down slightly from 23 percent in 2011.
• Respondents indicated that they were motivated to give to a cultural organization if they believed in its mission (63 percent), wanted to support their town or city (54 percent), or thought the group’s work would have positive effects on their community or the world (51 percent in both cases).
• Younger people were more likely to support all nonprofits and causes: 20 percent of millennials said they donated to charity, compared with 18 percent of boomers, 17 percent of Generation Xers, and 12 percent of those in older generations

Correction: A previous version of this article said that the results compared with findings from 2011 instead of 2014. Also, it said younger people were more likely to support cultural groups; it should have said all groups and causes.