Philanthropic Fundraising and Sponsorship: The Arts Marketing Perspective on Financing Cultural Projects Based in the North American Context

Abstract The Anglo-Saxon and North American tradition in fundraising the arts follows a specific way of doing things in light of a sponsorship market for cultural projects. It borrows from the latter the government support model, from the middle one structure of arts councils, and from the former the solicitation of donations or sponsorships. The model that describes the donor journey includes the following elements: motivations and preferences, moderating effects, trust and commitment, loyalty, and incentives to donate or re-donate. The sponsorship segment involves a business relationship where both partners must find their benefit. The cultural companies must choose a sponsor congruent with the artistic mission of the company. For its part, the sponsor benefits from a niche vehicle that will contribute to its brand image rather than to the generation of sales. The chapter ends with examples of financing outside the regular framework.