What we learned from Washington DC Audience Atlas: Fundraising

The COVID-19 pandemic continues to have a huge financial impact on the arts and culture sector. 

From a loss of revenue due to prolonged closures to drops in memberships and donations, many organizations are facing significant shortfalls and have had to make difficult program and staffing decisions. 

Donations provide much-needed income at this time, but how can you get the most out of your fundraising campaigns? 

Here are two of the insights from our recent Audience Atlas DC area survey to help you better understand your audiences and what motivates people to donate. We'll be going into more detail on the data we collected as well as fundraising strategies at our free webinar on February 23. Register here.  

1. Support shows up in many ways

We don’t always consider a ticket purchase as a show of support but many in the market for culture do. 

31% of those in the market for culture in DC see purchasing an entry or performance ticket as a way to support organizations through the pandemic. This increases to 43% for those who had donated in the past. 

Acknowledging this kind of goodwill from your audiences and visitors will help build positive relationships that can be turned into further donations.

2. A key motivation is knowing how they will make a difference

There's a real desire to sustain organizations and the people who work there. 43% of people would donate to help an organization at risk of closure and 40% would donate to help keep artists and staff employed. 

This type of emergency funding messaging can bring in high donation numbers but it must be used sparingly to avoid losing trust with your supporters.

For more insights and data from our Washington, DC Audience Atlas to fuel your strategies, register for our February 23rd webinar here.


Lorna is a Senior Consultant and heads our USA team. She has extensive experience on both sides of...

Rhiannon joins the MHM team in our office in New York. As Consultant, she leads a wide range of...

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