‘Editor & Publisher’: Arts Giving

Press coverage of arts philanthropy too often “gets caught up in a numbers game, focusing on how much money was donated, and the timing of payment, at the cost of a sound grounding in the cultural and social benefits of the gift,” writes the philanthropist and technology financier Alberto Vilar in Editor & Publisher magazine (January 6).

Mr. Vilar, who attracted attention last year when he fell behind on pledges to several arts groups, says the press “missed the forest for the trees, as it focused principally on one issue, delayed or rescheduled payments, which were quite obviously caused by the recession and the bear market.” He added: “Even in the best of times, donors count on the receiving institution not to divulge financial terms such as payment schedules. It must always be remembered that the entire structure of philanthropy in America depends on this compact of privacy.”

Mr. Vilar says he is frustrated by some of the criticisms that journalists make of his giving. Too many reporters, he writes, assume that donors who want to have their name on a building are engaged in “nothing more than ego trips.” He says that “overlooks the fact that arts fund-raising campaigns have only one currency to trade: naming recognition.”

Mr. Vilar also offers suggestions to arts organizations seeking money. Among them:

• “Large gifts should be tailor-made to suit the financial needs of donors.”
• “Institutions should target major projects for specific donor recognition and vice versa. An example is education. A lot of people want to have a part in developing tomorrow’s young talent.”
• “Arts organizations need to treat donors as long-term clients. The worst thing would be to cut back on fund-raising activities and donor support.”

The magazine’s subscribers can obtain the article at http://www.editorandpublisher.com.