Change

In my earlier posting, I mentioned that I wanted to change the way museums raise money. Unfortunately many arts organizations are still using this process:

1) Make a list of funders that sponsored similar exhibitions or themes at other museums in the past. For example, one organization went after all of the companies that were sponsoring the Olympics in Italy because their exhibition was going to be in Italy at the same time. I get the logic, but once you realize what it costs to activate for the Olympics, you quickly realize that companies don’t have the resources to change their focus to an exhibition in the neighboring city.

2) Create glossy bound pitchbooks that consist of 40+ pages of images and information about the curators and a list of benefits at the end (company name in the catalogue, company logo on the invitations).

3) Blindly mail these pitchbooks to the assumed contact, usually the corporate philanthropic person.

4) Wait to hear back from the contacts without a strategy to follow up.

5) Report to the CEO that the exhibition will not be funded but you did sent the pitchbook to over 50 contacts.

6) Quickly move on to the next exhibition that will occur in the next three months and use the same five steps above.

It is so obvious that this model doesn’t work. I strongly believe that the days of writing a multi-page appeal for support from a corporation is over. Here's why:

1) Decisions to enter into sponsorships rarely come from philanthropic arms these days. In fact, corporate philanthropic departments are sizing down by second.

2) It is not economically viable for organizations to put together and mail glossy bound pitchbooks that consist of 40+ pages of images and information about curators.

3) People just don't have the time to read long documents.

4) Sponsorships are directly related to marketing and business objectives.

5) Proposals should rarely be sent unless you have had a conversation with your prospect and an invitation to create a mutually beneficial sponsorship together.

6) Companies are demanding more innovation around sponsorships and that calls for conversations and inclusion of other business units.

So, before you send out that next pitchbook, look at your success rate. If it isn't working, think about taking a new approach.