Анализ фандрайзинговой деятельности учреждений искусства Великобритании в ХХI веке

So it is not only gaining people who are going to give you money but also gaining people who are going to promote you in the right places to the right people and raise your profile. It is all a part of fundraising. And also keeping them on board for a long time rather then just take once some amount of money and think that you are not going to see them again.

Q2.Are there laws in your country to support museum (art gallery) activities or fundraising for museums (art galleries)?

A.There are some laws that are designed for people giving gifts. One law called Gift Aid is a tax incentive. It is a bit complicated but I'll try to explain how it works. If I am a tax payer and I give some money to a charitable organization, this organization can claim from the government 20% of this sum.

Also in our country we have different tax rates (the lower pays 20% tax on income, the higher pays 40%). If you are in a high tax bracket you can also claim from the government 20% of the sum which you gave to an organization. For example if you gave 1000 pounds you receive back from the government 200 pounds, and the organization receives 200 ponds from the government in addition to your 1000 pounds.

There is also a legacy tax incentive. If you die and leave in your will a legacy, a gift to a charitable organization, you can reduce a tax burden on your estate.

Q2.1.Could you explain this in more detail?

A.Basically, in this country when you die any money which you want to pass to your family is taxed by the government, This is called the inheritance tax. If you leave money to a charity they are not taxed and it can also help to reduce tax on the rest of the money which you are leaving to the family.

So it is a little bit complicated. In terms of helping fundraisers those tax arrangements are very complicated. And actually they are not so helpful. There are incentives but they are not very straightforward.

Q2.2.What about payroll giving?

A.It is basically the same deal as with Gift Aid, but instead of you doing it and having to claim the money back it is just happens automatically before you have paid, so my employer pays me through the payroll. If I say I want to give money to a charity, then my employer takes it out of my pay before my tax goes to the government, and I automatically get the incentive back. So it is the same deal, but it is done without your participation and you don't have to worry about it, your employer is doing everything for you. It works slightly easier for the charity in terms of administration, because they don't have to claim money back from the government, they already receive extra amount directly from a taxpayer.

Q3.Is there a department in your organization with a responsibility for fundraising? How many people are in it? Are they professional fundraisers?

A.Yes, it is about 45 people who are exclusively working on fundraising.

Q4.What backgrounds does your stuff have? Are they artists, economists, etc.? If they have fundraising qualifications where did they receive them?

A.Very few of them are really professional fundraisers. They mostly come from a mixture of backgrounds. A lot of them have art history backgrounds, which is really helpful for fundraising, because they know very well what they are fundraising for. You can learn it, but still it is much more helpful for people who already have knowledge about the area which they fundraise for.

In the Royal Academy there are some artists like me. This is very helpful for doing fundraising from individuals, people really like it. For example some of the patrons here really like that I am an artist, they want to talk to me about that. But in the corporate fundraising, actually it is not so helpful, they don't care.

If we are talking about fundraising qualifications we should say that this really came in recent years. When I was entering the university, it was in 2004, there weren't any fundraising courses, maybe just a few. Now it is really considered to be much more professional, and there are a lot of courses around. It is probable that we will start seeing more younger people who have got those qualifications.

Q4.1.Could you please mention a couple of institutions which qualify fundraisers?

A.One of the most well-known it is Institute of Fundraising. They provide certificates which are recognized by all institutions like ours. Some universities give special qualifications in fundraising. I can't say exactly which ones, but I am sure that you could find some. By the way I have to say that on our team I don't know anyone who had fundraising qualification.

Q4.2.So when a newcomer joins your fundraising team, you teach him how to be best in this work?

A.Yes. We do training and share experiences with each other.

Q5.How much money does your organization attract annually and from which sources (government, trusts & funds, corporate support, individual support and separately through “friends of the museum” group)?

A.We raise in total around Ј16 million a year.

Around Ј10 mln. of that comes from Friends of the Royal Academy, i.e. from individual support. We have about 90 000 members, they pay about 100 pounds each, plus Gift Aid as well.

Another category are Patrons. This is like a higher level membership for Friends and starts at Ј1,500 a year. The main benefits are private access to the galleries and the opportunity to meet many of the famous artists that pass through our doors. Patrons provide about Ј1mln. per year.

We also get money from individuals through Legacies, but it varies massively from year to year. In some years we could have Ј2.5 mln. but in other years we only could get Ј300 000.

Corporations give us about 3.6 million pounds through corporate members and corporate sponsorship for exhibitions. For example,for big exhibitions you could raise between Ј500 000 and Ј1 mln. potentially, but we have only two through the year. That's why there aren't many opportunities to raise money through the exhibitions.

Also, we have all types of different institutions which join us, from auction houses like Christies and Sotheby's through big financial institutions. All of them are listed on our website.

Q5.1.What about trusts and foundations?

A.We have got a lot of money from trusts and foundations for capital projects (capital means construction). It is much more effective to ask them for money on such projects then for the on-going projects.

Q5.2You get from this source of funding approximately Ј2 mln. per year, am I right?

A.It depends what we are talking about, because for our annual revenue it is probably from Ј1 mln. to Ј2 mln, but for specific building projects it could be Ј20 mln. or Ј30 mln. This doesn't happen regularly, it is just for one of the specific building project. So you can't get a lot of money from them unless it is a big donation for building a new gallery, whatever.

Q6.Did you raise more money this year in comparison with the previous ? If yes, what was the reason for success? If no, which factors in your opinion prevented you from doing this?

A.I am very pleased to say: yes, we did. The reason is that we get much better in fundraising. We are becoming more professional and are making more money from our regular givers. For example if you give me Ј100 as Friend we are becoming better at encouraging you to buy a peace of art from the summer exhibition, from which we get a 30% commission. Also we have a better data system which helps us understand who is coming to our organization.

We became better in our research too. Now we look more closely at who of our friends could be our patrons giving more money. We look at the patrons who own different organizations and see if that organizations could be interested in collaborating with us.

In the past few years Royal Academy spend a lot of time working on its brand, increasing the brand awareness. It is not the fundraising department's responsibility, but it has a huge affect on fundraising, because the more well known you are the easier it is to fundraise.

Another factor is UK's economy, which in recent years became much better. People are more willing to give money, because they earn more. The same thing stands for corporations. It is kind of obvious but still it does affect our fundraising activities.

Q6.1.Could you please tell me what extra amount of money you had raised this year?

A.I think we raised extra Ј1.5 mln. this year in comparison with previous.

Q7.Do you use new fundraising tools, such as crowdfunding ? Is it an effective method of raising money for your organization?

A.We do not. We tried one thing that was like crowdfunding. We had an architecture exhibition last year that was called “sensing spaces”. All installations were built specifically for this show. The idea was to sell off all those pieces after the show. It was partially successful, we earned some money, but not so much.

Q7.1.What is crowdfunding for you?

A.Crowd funding would be when before the start of a project you ask for little money from many people for making it.

Q7.2.Does crowdfunding mean using special Internet platforms for raising money?

A.Yes, it is. In UK I have not seen any major institution doing it. But in Royal Academy we are going to try it for one of our capital campaigns (building project).

Q7.3.Do you think it could be a useful tool for raising money?

A.It is definitely useful. I will tell you that now a lot of fundraisers are aware of it, but no one quite figured out yet how to make it useful for institutions like Royal Academy, because it is quite new and it is a different way of fundraising.

I think a lot of people are not in a rush to use it because they have in the back of their minds a bad side of crowd funding. It is a PR risk. In case the project doesn't get funded everybody will know about it. And this is bad influence on public relations. If something doesn't get funded you don't want people to know about this, because it looks bad and then people don't give you any money. That is the risk with crowd funding: it is very public. So you have to be very confident in your project.

Maybe you will find the institutions which have already done projects with a help of crowdfunding. I am interested to see if the institutions have done it successfully in the past couple of years. But if they haven't I am sure they will attempt it because it is definitely understood as a future way of fundraising.

Q7.4.I have heard that National Gallery tried to use it. Is this true?

A.Yes, but it happened by accident, because this painting was sold and leaving the country, so they needed to raise money very fast for buying the painting. They don't use it regularly. Also that would be called more traditionally a call for public appeal. Crowdfunding is a slightly different thing because of those websites, like kickstarter. But it is really interesting, up to date, to the minute point, which is how the fundraiser thinks about it, and they are thinking now how to use this new kind of platform.

Q7.5.Do you think in the future it could compete with traditional methods of raising money?

A.The thing which is really different about it is that it is public. It is like this is how much money we need, this is how much money we have raised. And you can see it every minute, every day you can have a look on the fundraising process. So it really is a good instrument of testing what people think about the project. It is like you get judged how good is this project all the time. I think this is what people, institutions especially, are scared of because they don't want to be judged all the time.

We, I mean institutions, give an appeal update, we are telling you how we are doing maybe once every six months, and we choose which information we give you, we control it.

I think this fundraising tool will be successful when somebody figures out how to do it really effectively for institutions. I am not sure that it will take over, but surely it will be a part of the process and it will be a useful tool.

Q7.6.Some big institutions say that they don't use it, because you can't raise a lot of money with a help of this. What do you think about it?

A.I disagree. You can raise with a help of crowdfunding millions of pounds. The reason they don't use it is that they just don't know how to use it.

Q8.Which of your projects had the best fundraising results? In your opinion, what were the reasons for their success?

A.The best one was the David Hockney exhibition in 2012. The reason was that the project was really popular. It was not complicated, and what we did was just sell it effectively. Also we have example of a successful capital project. That was successful because we had really good backing from The Heritage Lottery Foundation. If you can get a donor which is really well known, they endorse your project and it becomes a very good encouragement for other donors.

Q9.What is the downside of fundraising, if any?

A.If your organization doesn't have a clear policy about what the donors receive in return what they can do and what they cannot, it could result in too much influence of the donor on your project. This is generally very negative for charities.

Q10.What should be done by the Government to make fundraising in your and similar organizations more effective?

A.If they made that tax scheme more like in United States that would be helpful. In the U.S. it is a very simple and incentive-based tax scheme, so people get a lot of money. Instead of having Gift Aid, all money is received from the donor. We have some donors from the U.S., who told us about it and said that they would be encouraged to give more if the tax incentives in UK were better.

Q11.Is there something to be done by your organization for more effective fundraising?

A.I think we already are doing a lot. We are working harder to take care of the current donors, we are making them more happy to be giving to us. But surely still there is something to be improved. For example we have opened this Keepers' House, but it is not so effective. It was a good benefit to offer but unfortunately we didn't manage it very well. So this is what we are going to improve in the near future.

Q12.What future do you see for fundraising as an area of professional activity?

A. I think it will grew in status and much more people will going this work.

Приложение 8

QUESTIONNAIRE

Institution/Organization: National Portrait Gallery, London, UK

Respondent: (Naomi Conway) (Head of Development)

Date completed: (20.01.15)

Question 1What is fundraising for you?

AnswerFundraising is raising income from individuals, companies, trusts & foundations and fundraising events in aid of the Gallery. We raise approximately Ј5 million per annum for the Gallery in this way.

Q2.Are there laws in your country to support museum (art gallery) activities or fundraising for museums (art galleries)?

A.There are no laws as such. The government provides some funds to support cultural organisations. We receive a government grant of c. Ј7m per annum to support our core running costs. We are established through an Act of Parliament so exist as an entity supported/protected through law.

Q3.Is there a department in your organization with a responsibility for fundraising? How many people are in it? Are they professional fundraisers?

A.Yes - the Development Department. It consists of twelve members of staff. They are all professional fundraisers with experience ranging from 2 years to 30+ years.

Q4.How much money does your organization attract annually and through which sources (government, patrons, charitable funds, corporate support or the institution itself, e.g. through “friends of the museum” group)?

A.We attract annually between Ј11 mln. and Ј12.5 mln. from the following sources:

· Government Ј7 mln.

· MembershipЈ0.5 mln.

· Corporations Ј1.5 mln.

· IndividualsЈ0.75 mln. - Ј1mln.

· TrustsЈ1 mln. - Ј2 mln.

· Gallery hireЈ0.3 mln.

Q5.Do you use new tool of fundraising such as crowdfunding? Is it an effective method of raising money for your organization?

A.We do not engage in crowdfunding (online fundraising appeals) as it is not appropriate for us. Crowdfunding works best for small-scale locally based initiatives, not for projects run by national established institutions. Crowdfunding is also traditionally for raising fairly small amounts of money while we need to focus on raising larger amounts. We do enable people to donate online, and we do occasionally run public campaigns that enable many people to donate at a low level (online or via posted or on-site donations).

Q6.Which of your projects had the best fundraising results? In your opinion, what were the reasons for their success?

A.Campaign to save the Van Dyck self portrait (2014) - we raised Ј10m from both the public, a range of high level individual donors and the Heritage Lottery Fund. This was successful because the cause was urgent and very specific, so many members of the public wanted to support it. It was also a campaign run in partnership with the Art Fund (www. Artfund.org) and their ability to promote the campaign nationwide was a huge boost to the campaign.

Q7.What is the downside of fundraising, if any?

A.It takes a lot of time, specialist knowledge and strategic oversight - so you need to have good staff and try and keep them onboard for a long time. The timescales are slow (you can work on a project and only get the money for the project many years later).

Q8.What should be done by the Government to make fundraising in your and similar organizations more effective?

A.I don't think government can do much. The only thing they could do is increase core funding to our organisations (rather than reducing it as they currently are) so that we could afford to employ more fundraisers, which would in turn increase our ability to raise money.

Q9.If there is something to be done by your organization for more effective fundraising?

A.Investing in more fundraising staff and resources. The main thing an organisation can do to support fundraising is to offer leadership support from the very top of the organisation to assist fundraisers in their work. This comes from the Director (or equivalent senior staff) offering their time to fundraising events; attending key fundraising meetings; assisting with fundraising strategy and participating in fundraising themselves (ie being a fundraiser as part of their job too).

Q10.What future do you see for fundraising as an area of professional activity?

A.Fundraising is becoming more of an acknowledged `profession'. Fundraising networks and training are now better than they were ten years ago. I hope that fundraising will grow in status and that it will attract bright young people to become fundraisers - it is very enjoyable a

Приложение 9

QUESTIONNAIRE

Institution/Organization: The Wallace Collection, London, UK

Respondent: (Sarah Harmer) (Head of Fundraising)

Date completed: (13.03.15)

Question 1 What is fundraising for you?

Answer Raising money for Wallace Collection

Q2.Are there laws in your country to support museum (art gallery) activities or fundraising for museums (art galleries)?

A. Yes, we are a national museum and as such we receive monetary support from the Government. However, with the recent drive for austerity, this support has gone down and we are having to rely more heavily on raising funds through internal sources - corporate events in the galleries, our shop and restaurant, and of course, fundraising.

Q3. Is there a department in your organization with a responsibility for fundraising? How many people are in it? Are they professional fundraisers?

Yes, we have a fundraising department - there are three of us in the department and we are all professional fundraisers.

Q4.Which backgrounds your stuff have (they are artists, economists etc)? If they have fundraising qualifications where they received it?

A.My background is in higher education fundraising - I worked at Cambridge University for 8 years. One of my colleagues comes from the Royal School of Music where she was a fundraiser and my other colleague has a background in marketing, as well as experience at the Army Museum in London.

Q5.How much money does your organization attract annually and through which sources (government, trusts & funds, corporate support, individual support and separately through “friends of the museum” group)?

A. About Ј5M - of that about:

45% comes from the government.

30% comes from our internal departments: corporate events, picture licensing, the restaurant and the shop.

25% comes from our fundraising. (of that, about 50% comes from individual support, 30% from Trusts and Foundations, and the rest from our Friends and Benefactors Schemes).

Q6.Did you raise more amount of money in comparison with previous year? If yes, what was the reason for successes? If no, which factors in your opinion prevented you from doing this?

А. Yes - I think this is just part of the rising awareness that cultural institutions need private support to keep going and a deeper relationship with our donors. The longer you have a professional fundraising team in place, the more successful they will be.

Q7. Do you use new tool of fundraising such as crowd funding? Is it effective method of raising money in your organization?

A. We don't use these methods - we tried them and found them to be unsuccessful for us right now. The Wallace Collection doesn't have the same number of visitors or name recognition as some of the big galleries who can use these tools effectively.

Q8. Which of your projects had the best fundraising results? In your opinion, what were the reasons for their success?

A. Our room refurbishments are always very successful in terms of fundraising outcomes, as are our conservation projects. I think these are so successful because our donors can see concrete outcomes and know exactly how their donation was spent.

Q9. What is the downside of fundraising, if any?

A. No downside that I know of!

Q10. What should be done by the Government to make fundraising in your and similar organizations more effective?

A. They should promote charitable giving by making it more tax efficient. The reason that philanthropy is so huge in the USA is because there are many many tax efficient ways for donors to give. This encourages them to support charities and think about making donations. In the UK, the tax breaks are relatively small and don't do much to encourage philanthropy.

Q11. If there is something to be done by your organization for more effective fundraising?

A. There is always more to be done. With such a small team, we are constantly having to reorganize our priorities and time-management is an issue.

Q12. What future do you see for fundraising as an area of professional activity?

A. I think in the UK at least fundraising will be become more and more important. The country is growing ever more divided in terms of the rich and the poor and as that happens, charities will rely more on the rich to support them.

Приложение 10

QUESTIONNAIRE

Institution/Organization: MK Gallery, London, UK

Respondent: (Clare Wood) (Head of Development)

Date completed: (25.02.15)

Q1.What is fundraising for you?

A. Raising funds for charitable purposes from public or private sources.

Q2.Are there laws in your country to support museum (art gallery) activities or fundraising for museums (art galleries)?

A. There are voluntary codes of practice. Please see Institute of Directors for further information (http://www.institute-of-fundraising.org.uk/guidance/code-of-fundraising-practice/)

Q3.Is there a department in your organization with a responsibility for fundraising? How many people are in it? Are they professional fundraisers?

A. Yes. There is one person. Yes, they are a professional fundraiser.

Q4.Which backgrounds your staff have (they are artists, economists etc)? If they have fundraising qualifications where they received it?

A. Commercial / fundraising background via work experience, rather than formal qualification.

Q5.How much money does your organization attract annually and through which sources (government, trusts & funds, corporate support, individual support and separately through “friends of the museum” group)?

A. Please see MK Gallery's financial report and accounts available from the Charity Commission website (http://apps.charitycommission.gov.uk/Showcharity/RegisterOfCharities/DocumentList.aspx?RegisteredCharityNumber=1059678&SubsidiaryNumber=0&DocType=AccountList)

Q6.Did you raise more amount of money in comparison with previous year? If yes, what was the reason for successes? If no, which factors in your opinion prevented you from doing this?

A. Yes, due to fundraising for a capital expansion of the Gallery building.

Q7.Do you use new tool of fundraising such as crowd funding ? Is it effective method of raising money in your organization?

A. We have not yet used crowdfunding, but are considering it for future fundraising.

Q8.Which of your projects had the best fundraising results? In your opinion, what were the reasons for their success?

A. Trust and foundation fundraising for capital expansion of MK Gallery.

Q9.What is the downside of fundraising, if any?

A. None

Q10.What should be done by the Government to make fundraising in your and similar organizations more effective?

A. British government should be more supportive of charities generally, particularly with regard to lobbying. They should also put less emphasis on private philanthropy when there is no established tradition of it in the UK.

Q11. If there is something to be done by your organization for more effective fundraising?

A. We could raise more income with a larger fundraising team, but this is unlikely to be achievable in the immediate term.

Q12.What future do you see for fundraising as an area of professional activity?

A. It will increase, as further statutory funding cuts come into place.

Размещено на Allbest.ru

...