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PDFOpen Access (License Unspecified), Open Access
Thesis
Generation X as donors to the arts
Master of Science (M.S.), Drexel University
2012
DOI:
https://doi.org/10.17918/etd-6245
Abstract
Overwhelming evidence has shown that younger Americans give substantially less than their parents and grandparents. The data speaks for itself, but the motivations and reasoning behind the data are still debated. What arts organizations are doing about it is also of critical concern. Members of the Generation X cohort tend to be independent, motivated, innovative and mobile (in terms of employment, living, et cetera), and value the work-life balance. There are correlations between these attributes and the giving behaviors of Generation X adults, particularly the attribute of being mobile, which often equates to donors and potential donors being less loyal to organizations because they move from one place to another (physically) and also move between interests, causes and organizations. Arts organizations know they need to connect with these donors on a different level than they have in the past. Young donor programs, like those at the four Boston-based arts organizations studied in this research, that have resources focused on learning about potential donors, as well as not just attaining donors but retaining them, tend to be the most successful in engaging Generation X as arts supporters.
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Details
- Title
- Generation X as donors to the arts
- Creators
- Martha Robinson - DU
- Contributors
- Julie Goodman (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 6245; 991014632844604721