EVERYONE WANTS FUNDING… BUT WHERE DOES IT COME FROM?

Written By AWITA

Jessye Park, Deputy Director of Advancement & Alumni at the Royal College of Art, tackled the money taboo in the art world. We learnt how money actually flows and where opportunities come from. By understanding what funders really want, you can create stronger proposals and pitches (without wasting your time or theirs).

Members get exclusive access to the event recording and our full list of takeaways:

Catch up on the event recording here

Five Takeaways:

1. The Four Main Sources of Funding

  • Statutory funding (government)

    • Comes from central or local government departments.

    • Often supports core costs (e.g., salaries, utilities, operational expenses).

    • Applications require long lead times (12+ months).

    • Funders are often motivated by social policy outcomes (e.g., wellbeing, education, community impact) rather than purely artistic outputs.

  • Trusts and foundations

    • Private charitable organisations created by individuals, families, or groups (including embassies).

    • Usually restricted funding, tied to specific projects.

    • Motivations depend heavily on the interests of the trustees.

    • Require clear goals and measurable outcomes (e.g., number of participants reached).

    • Typical lead time: 12–18 months.

  • Individual giving

    • Donations from high-net-worth individuals (HNWIs).

    • Often unrestricted funding, allowing flexibility within the organisation’s mission.

    • Shorter lead time: around 3–6 months.

    • Motivations include philanthropy, but also networking, social recognition, and exclusive access.

    • Relationship management is crucial.

    • Major donors (HNWIs or ultra-HNWIs) may engage through peer networks, advisory roles, or development committees and typically require 1–5 years of cultivation.

  • Corporate partnerships

    • Usually restricted funding tied to sponsorship or partnerships.

    • Funded through corporate marketing budgets, so organisations must demonstrate clear return on investment (ROI).

    • Potential benefits include brand alignment, audience access, and staff engagement opportunities.

    • Typical lead time: 12–18 months.

2. Stewardship and Donor Engagement

  • Strong relationships and ongoing engagement are essential to successful fundraising. You can offer donors exclusive experiences and insider access, such as:

    • Curator-led tours

    • Private breakfasts or previews

    • Screenings and salons

    • Dinners with artists or board members

    • VIP passes and special access

  • Maintain regular communication and treat relationships strategically but personally.

  • Segment donor tiers carefully - avoid giving all benefits at the lowest level so higher tiers remain attractive.

3. Making a Strong Case for Funding

  • Tailor every proposal - there is no universal template.

  • Be bold, clear, and impactful when presenting your project.

  • Avoid jargon keep it accessible and interesting to non-art world professionals

  • Focus on clear outcomes, purpose, and impact.

4. Steps to Secure Funding

  • Leverage networks: think about attendees, supporters, partners, and internal contacts.

  • Plan far in advance, accounting for long funding lead times.

  • Ensure clear communication internally about the project so you all say the same party line.

  • Define tangible impact and measurable outcomes.

  • Understand the motivation of each potential funder.

  • Prepare a realistic budget and achievable project scope.

5. Fundraising Events

  • Start with a clear objective - without one, events can waste significant resources.

  • Consider who should be in the room:

    • Existing supporters

    • Potential donors

    • Advocates who can champion the organisation

    • Interesting people donors may want to meet

AWITA
Next

THE UNWRITTEN AGREEMENTS