Strategic fundraising in the arts: the mistake of selling

This chapter focuses on three common mistakes and misconceptions in fundraising that hinder successful practices and positive performance by nonprofit arts organizations. We first rely on the latest data about fundraising performance of arts organizations in the US in order to challenge stereotypes about what drives success. We reflect on this evidence and we propose three principles that can be useful in avoiding mistakes and improving fundraising management in arts institutions. Cultivating and upgrading single ticket-buyers and subscribers on the basis of their values, inspiring and galvanizing donors, attracting talent, and investing in fundraising staff all represent guidelines that can be useful to maximize efficiency, effectiveness, and growth. These three drivers to success will be investigated through two mini-case studies, Teatro Franco Parenti in Milan and Dallas Black Dance Theatre in Dallas.