Small and Midsize Company Focus Groups
Key Findings
During early September 2001, Shugoll Research, Bethesda, Maryland, organized
and conducted focus groups of representatives from small and midsize
businesses that made philanthropic business contributions, but not to
the arts. This was done to determine why these companies did not support
the arts and what might make them do so.
The key points from these discussions:
- Most had never been asked to support the arts.
- These companies do not know or understand why the arts need support.
- Most companies are not aware that the arts offer a range of educational and outreach programs in their communities.
- The arts are perceived as self-serving, of interest primarily to those who are financially comfortable or may have studied the arts.
- There is a perception that arts organizations are supported by wealthy individuals, foundations, the government and large corporations.
- There is a feeling that support from small companies is not desired, nor does it have any impact, compared to contributions from large companies.
- These companies give to health-related causes which "touch'' people and appeal to employees. The arts do not seem to be of interest to most employees.
These companies indicated that they might support the arts if:
- They knew more about the arts in their community, the educational and outreach programs offered by the arts, and the impact the arts have on K-12 education (improved academic performance and higher SAT scores). They were less motivated to support the arts based on the impact the arts have on economic vitality, tourism, creative thinking in the workplace, or being a factor in attracting and retaining employees.
- They were approached personally by a representative of an arts organization who would explain why support was needed and the effect of such support.
- They were asked to contribute to something of interest such as an arts education initiative or a project that reached underserved groups.
They were offered certain tangible benefits for their support such
as free or discounted tickets or volunteer opportunities for employees.
(They were less interested in recognition in a program or promotional
tie-ins.)