Arts Alive San Antonio

By JASMINA WELLINGHOFF, Editor —

The majority of arts organizations operate as nonprofits and, as such, depend on a combination of income sources to carry out their missions. Ticket sales, grants, and donations large and small, all play a role. But at present, when theaters, concert halls, galleries and museums are all closed to prevent the spread of COVID-19, there are no ticket sales and it’s harder to solicit donations when you can’t show the prospective donor your product, be it a play, concert or exhibit. Smaller nonprofits are especially vulnerable as ticket sales may be their main source of revenue.

So, we decided to consult Jim Eskin, one of San Antonio’s best-known fundraising pros to get his thoughts on the matter. After spending more than three decades in fundraising, public affairs and communication for various entities, including Our Lady of the Lake University and the Alamo Colleges Foundation, he and his wife Andrea, decided to launch Eskin Fundraising Training, LLC, in 2018 to train and help all nonprofits. Since then, they have conducted more than 100 workshops on a range of nonprofit-related topics.

First, he would like you to know that 68 percent of funds donated to nonprofits across the U.S. comes from generous individuals, not from governmental or foundation grants. That is a rather astonishing fact that has held true for 50 years, said Eskin.

He advises nonprofits to follow the strategy of the Four Rs: Rapid, Relevance, Relationship and Resilience. The first speaks for itself, meaning, act quickly. The second, Relevance, is more challenging. In the current situation, it would mean formulating how the mission of your organization can help with the response to COVID-19.

But the really important one for most arts organizations may be Relationships.

“Turn to your best donors, call them right away, and say something like, ‘We could not have imagined a challenge like the one we are facing now. We are asking for your help and input.’ Then ask for a specific gift, advises Eskin. “It’s not a good time to seek new donors.” (Asking face to face is the most effective way, with a 75% success rate.)

The fourth R is also rather self-explanatory. Be creative and adept at stretching you nickels & dimes.

An important aspect of asking people for support is to keep in mind the donor’s interests and goals. This is emphasized by one of the industry leaders, Amy Varga, quoted in Eskin’s newsletter, Stratagems. “Donors do not give to you because of your mission. They give to you because of theirs,” she says, and Eskin seconds.

Since the “sheltering in place” rule has banned group gatherings, Eskin Fundraising has moved its training workshops online with a new series taking place throughout April. The list is below.

-April 8, 4-5:30 p.m. Communicating During a Crisis. With Lionel Sosa, legendary pioneer in the worlds of PR, advertising and branding, as well as the adviser to three U.S. presidents and Fortune 500 companies.

-April 15, 4-5:30 p.m. Competing in the New Grant Environment, with Arlene Siller, founder of Ascend Nonprofit and Business Solutions.

-April 22^nd, 4-5:30 p.m. Raising Money in Vastly Different and Trying Times, with Marv LeRoy, founder of the Institute for Philanthropic Excellence.

 To get invitations to webinars, which are free, sign up at https://visitor.r20.constantcontact.com/manage/optin?v=0013yYWxIr3lUE3aWsILLLbLYfRf8jnHI-L

For information about Eskin Fundraising go to www.eskinfundraisingtraining.com