Reference to the arts throughout the report includes museums and heritage, visual and performing arts and other combined artforms. The definition therefore encompasses the whole of the non-commercial cultural sector – where possible, we also provide a breakdown of the analyses below according to artform. The analysis illustrates that individual giving makes a substantial contribution to those organisations that rely on it. However, there is still more that can be done for those organisations to attract higher levels of individual giving, and even more for the sector which currently doesn’t engage with individuals on a philanthropic remit.
Based on the current trends and how and why they are changing, the findings suggest that growth will come from those already interested in and engaged with the arts. A call to collective action and responsibility to support the sector will help the arts capitalise on their existing and powerful networks, which will prove crucial for the future.
Collaboration within the sector will be instrumental in mobilising support, but what must also be recognised is how different markets can respond to different campaigns, whilst reflecting on their propensity and ability to give. Friends schemes, giving circles (a growing trend in the US) and crowd funding (a growing trend online) neatly feed into this need for network building1 , community engagement, localism and the Big Society. Interesting data : Only 2% of philanthropically active individuals contribute to the arts.