Millennials and Gen Z (ages 18–45) are the audiences, visitors, donors, and leaders who will decide the future of arts and culture. Yet many organizations still don’t know what draws them in or keeps them coming back. ABA’s new study looks at what motivates the Next Generation, what interests them, and how they engage with culture. It then sets out practical strategies, with case studies, for reaching “The New Balance.”
Millennials and Gen Z (ages 18–45) are the audiences, visitors, donors, and leaders who will decide the future of arts and culture. Yet many organizations still don’t know what draws them in or keeps them coming back. ABA’s new study looks at what motivates the Next Generation, what interests them, and how they engage with culture. It then sets out practical strategies, with case studies, for reaching “The New Balance.”
In response to the decline in public funding for arts and culture worldwide and the accompanying increase in private fundraising efforts, ABA conducted a Major Research study to understand new approaches and best practices towards strengthening major giving efforts and deepening major donor relationships.
Our study reveals insights and strategies around team optimization, board engagement, data-driven prospecting, impact-led conversations, and donor cultivation events to help development leaders attract new donors and enhance relationships with existing ones.
Whether it’s planned giving, international tours or impact reporting, this research will help your organization build out a major giving strategy that brings in committed donors for the long-term.
