Arts, Culture, and Humanities

The Arts, Culture, and Humanities include cultural organizations such as museums, zoos, public gardens, and aquariums in addition to performing arts organizations like symphonies, operas, ballets, and theaters, as well as foundations that support the arts. These are the places that inspire life-long learning and discovery of what makes us human.  
Larger arts and cultural organizations have a broader, often national, fundraising footprint. Smaller organizations draw on the local or regional community for their support. Both types of organizations were severely impacted by COVID-19, having to shut their doors and pivot to virtual experiences. 

Online Giving & Sustainer Trends

  • In a year of limited in-person visits and events, sustainer revenue (9.7%) grew at a slower rate than the industry average (17.9%).
  • Online revenue growth (5.2%) was near the bottom of the industry average (14.2%).
  • Arts and Cultural organizations continue to struggle in converting their constituents into donors (5.7%) compared with the industry (12.2%)

Email Engagement Trends

  • Arts and Cultural organizations succeeded in driving the highest number of email clicks (1.85%) compared with the industry median of 1.30%.
  • There was growth in the overall number of emails sent (15.2%) but a decrease in fundraising emails (-5.3%).
  • Even in a year where there were limited in-person visits and events, Arts and Cultural organizations managed to exceed (7.8%) the industry median for email growth (6.9%).

In late 2019, we launched a Welcome Series in Blackbaud Luminate Online to share more about the mission and programs of the Museum. To date, the series—which uses Blackbaud partner Omatic Software as the integration solution between Altru and Luminate—has been comprised of nine messages, with a 22.4% open rate. This work laid the foundation for future communications with visitors returning during the Museum’s COVID-19 reopening.

Which of these trends will continue?

Blackbaud experts identify the 2020 trends likely to continue into 2022 and suggest ideas and tactics to make the most of online fundraising.