Perth Institute of Contemporary Arts
Young professionals connect with contemporary art through philanthropy.
When the Perth Institute of Contemporary Arts (PICA) engaged with Artsupport Australia in 2009 there was no philanthropic strategy in place. The Board agreed that a giving program needed to be simple and easily managed by a part-time Giving Manager with limited resources.
The ART 1000 donors program was developed after the team assessed the unique character of PICA’s audience and membership. After a few focus group discussions, it was decided to create a program that would appeal to the interests and needs of upwardly mobile young professionals.
'There was clearly an opportunity to embark on an art-connecting/art-collecting journey with this growing, wealthy and engaged target market,’ explains PICA Director, Amy Barrett-Lennard.
For a donation of $1,000 or more, the ART 100 program now connects art novices and enthusiasts with artists and their creative experience and encourages them to learn about the nuances of contemporary art. All events are ticketed and are separate from their philanthropic gift. The art experiences are based on current exhibitions or visiting artists to ensure the donations are directed to programs.
Launched in 2010, the innovative PICA Salon is the marquee annual event where donors are able to purchase selected works by artists who have exhibited at PICA. The Salon is limited to ART 1000 donors.
‘Through networking, referrals and providing a venue for young professionals PICA secured 40 ART 1000 donors in the first year,’ explains Philanthropy Manager, Jo Malone.
‘ART 1000 donors are currently being renewed and the pre-promotion of PICA Salon 2011 is well underway. The “money can’t buy” experience and educational benefits are highly valued and the future is positive for ART 1000,’ adds Jo.
All funds raised go towards bringing international artists to Perth, supporting emerging and established contemporary visual and performance artists and PICA’s schools education program, Spark_Lab.
Visit: www.pica.org.au
Published 2011
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