Preliminary Data from ABA Donor Survey

Arts Donors’ Fundraising Experiences and Behavioral Analytics

What are arts donors' main drivers behind giving to your arts organization? How confident are they about their giving and how do benefits impact donation decisions? We present preliminary research from ABA's Donor Survey, fielded Feb-Mar 2021, and completed by 5000+ arts donors from cross-genre and global arts organizations. Full findings will be shared at our virtual member summit, Redefining the Donor Value Proposition (May 24-27, 2021).

• Our cluster analysis on 11 reasons why donors give to your arts organizations resulted in 3 distinct donor types: (1) benefit-driven donors, (2) art lover donors, and (3) community donors.

• Over 70% of donors are confident that they are giving the "right amount" to your arts organization while 35% of donors think they could give more. There is potential to show donors that your organization is in more need and encourage donors to increase their giving.

• Donors are especially understanding of the pandemic's effect on benefits. If benefits cannot be offered in the 2021/22 season due to COVID-19, the majority of donors will either not change their donation or even increase their donation.