Artistic Generosity During 2014, the last year for which numbers are available, total charitable giving in the US was $456.73 billion. The “arts,” as defined by the Atlas of Giving, received 5% of those total gifts, or $20.30 billion, which was $1.82 billion more than 2013. Arts & culture receive funding from multiple sources. Private giving totaled $16.66 billion for 2013; corporate arts sponsorships totaled $927 million for 2014; and federal, state and local governments appropriated a total of $1.33 billion during FY2015. The US performing arts sector, which consists of approximately 8,500 organizations with total annual revenue of $15 billion, derives 45% of their revenues from admissions, 25% from contract fees and 15% from private contributions.

Homegrown Arts According to the latest data available from Americans for the Arts, there were 5,000 local arts agencies (LAAs) in the US during 2012, with 75% private non-profit organizations and the other 25% agencies of city or county governments. Local government arts funding decreased three consecutive years during the recession, but then increased for four consecutive years, culminating in an estimated total of $840 million during 2015. Of all LAAs, 96% collaborate or partner with public or community agencies and 72% are responsible for arts education programs and activities – placing artists in schools, offering teacher training and promoting arts education.

It’s Time to Fill Empty Seats According to the latest General Social Survey (2012) from the National Endowment of the Arts, 53.6% of US adults attended at least one art exhibit or live music, theater or dance performance during the previous 12 months. Their primary motivation was to socialize with family and friends, at 72.9%; followed by seeing an exhibit or performance at this particular location, 65.8%; gaining knowledge or learning something new, 64.1%; and experiencing high-quality art, 63.2%. Another 13.3% of US adults indicated they were interested in an exhibit or performance, but didn’t attend. Most of them wanted to attend a performing arts event, at 63.4%; an art exhibit, 6.4%; and both, 30.1%.

Creating for a Living According to January 2015 data from Americans for the Arts, there were 702,771 arts- related businesses employing 2.91 million people: museums; performing arts; visual arts; film, radio and television; design and publishing; and arts schools and services. New York, California, Washington, Hawaii and the District of Columbia were the top 5 states with arts-related businesses that were 4.9% or more of all 2015 businesses. Mississippi, Arkansas, West Virginia, North and South Dakota were the bottom 5 states with arts-related businesses that were 2.6% or less of all 2015 businesses.

A Responsibility to the Communities Where Businesses Thrive Not surprising, business contribution to the arts suffered during the recession, with a 14% decrease in total arts giving from 2007 through 2009. For the period 2010–2012, however, total arts giving from businesses increased 18%. Among the sources of those contributions, advertising budget was first, at 45%; followed by marketing/sponsorship budget, 44%; annual contributions budget, 32%; executive budget, 16%; and human resources budget, 12%. Of all business arts contributors, 32% provided free or discounted tickets to arts events as their top participatory program, 26% promoted volunteer opportunities, 22% offered employee release time for volunteer services and 17% promoted board service.

Government Giving For the 20 years previous to 2015, public funding for the arts increased 26%; however, when adjusted for inflation, it actually decreased 15% during that period. According to the National Assembly of State Arts Agencies (NASAA), agencies received a total of $349 million from legislative appropriations during FY2016. During 2014, state arts agencies received $38.1 million from the federal government, an additional $307 million in appropriations from state governments, $350 million of local in-kind support and $2.7 billion from local and private sources.

Advertising Strategies Performing arts centers and events can promote a discounted ticket for patrons who bring one or more guests and both make a qualifying donation. Propose to local SMBs that they can support arts & culture with part of their advertising budget just as large corporations do and receive exposure through that support and with a vigorous public relations campaign. Propose that a local arts & culture group partner with a family entertainment business, promoting a combo ticket to events (or a family day pass) at both locations with the goal of attracting more mainstream audiences to what may be considered “high-brow” events.

New Media Strategies Social media users are more likely to patronize businesses that support local non-profits, such as arts & culture organizations, and actively post content and information about them on the business’ social media pages. Businesses can promote a coupon, discount or other incentive on their social media pages to motivate consumers to make a contribution, become a member or volunteer for local arts & culture organizations that those businesses support. Businesses can invite local performers and artists to appear at their businesses to highlight their talents and contribution to the community, provide a matching contribution for contributions from customers and promote and share the event on social media.