As corporate giving for the arts turns a corner post-recession, arts organizations like ours, the National Corporate Theatre Fund (NCTF), view the development with cautious optimism. Every three years, Business Committee for the Arts (BCA), part of Americans for the Arts, publishes a survey of corporate support for the arts. The report – a fascinating quick read, conducted by theatre patron and research guru Mark Shugoll, reports the first positive trends in corporate support for the arts in six years, although giving is still below pre-recession levels.
This year, the survey goes deep into why companies do and do not support the arts, and what could make them give more, or get engaged in the first place. Two observations stand out to me as ah-ha moments: Arts organizations have lost contact with the CEO’s who drive these decisions, and the arts community is not sufficiently connecting and communicating its education and social engagement activity to broader community engagement and development.
A recent experience underscores my first key observation in the report – that only 10 percent of companies surveyed make supporting the arts a top priority in their contributions. While this is higher than three years ago, when it was only 2 percent (I wonder what accounts for the change), this was a bracing reminder of where we are on the corporate priority list. To celebrate the founding of several regional theatres 50 years ago, an NCTF board member connected us to a media consultant to craft profiles of CEOs in various communities talking about why regional theatres are key to their philanthropy and partnership policies. Our consultants found that media outlets wanted proven research, or at least anecdotal experiences, of employee creativity, engagement, business objectives realized through theatre, and so on. Read the rest of this entry »