Fundraising for Small Museums by Cilella Salvatore G.;Cilella Salvatore G. Jr.;

Author:Cilella, Salvatore G.;Cilella, Salvatore G., Jr.; [Cilella]
Language: eng
Format: epub
Publisher: Rowman & Littlefield Publishers, Incorporated
Published: 2011-08-15T00:00:00+00:00

General Operating Support

Right behind endowment, raising money for general operating support is the most difficult, but it is the lifeline of every nonprofit operating today. It must be addressed every year, every month, every day. General operating support is best raised with an annual fund, membership, and special events. All three will be discussed below. Suffice it to say that each of these has its own special characteristics and must be mastered with different skills and techniques. Special events can bring in much-needed operating cash if they are run efficiently. At the Atlanta History Center, the annual Swan Ball has been around for twenty-five years and has taken that long to build into a signature event that raises a half-million dollars net each year.

Sociologist Peter Frumkin, author of Strategic Giving, says that people operate under two “master theories of giving.” The first theory is “direct service to individuals and the other is change through advocacy and public education.” The difficult times we are experiencing in the beginning of the second decade of this century prompt donors to “gravitate toward direct service because they want something concrete from their giving.” From his description he would probably place museums in the second category—public education and advocacy. Direct service is “like buying bonds, and advocacy like growth stocks, and so in tough times donors rebalance their giving portfolios into safer investments.”9

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