Marriages made in heaven

Art Business News, August, 2005 by Heather Adcock, Margaret Carson

It is common to see art galleries and charity fundraisers engaged in "matrimony." This coupling is only natural as the worlds of fine art and charitable causes overlap in many ways.

Fine art represents the good things in life, while charitable causes are all about doing good. High-profile professionals support art galleries because the galleries carry the prestigious images that high-profile professionals want most. These same wealthy professionals often support charitable causes because they recognize the importance of giving back to their communities.

So it's only natural for galleries and charities to come together. People rave about charity fundraisers held with art galleries that present the works of well-known artists. The events are popular and generally successful. Everyone leaves with a smile, except, perhaps, those who are outbid.

Further, partnering with local charities can help protect galleries from economic uncertainty as such fundraisers help to build customer loyalty and community support of the gallery.

Building Goodwill

At the Mirkovich Art Gallery, located in a prestigious Houston neighborhood, charity fundraisers are frequently orchestrated by Donna Mirkovich, owner and director of the gallery. "An attractive art gallery space provides a ready-made venue for charity fund-raising events;' says Mirkovich, who has more than 15 years of experience in the art gallery business.

Her advice to other gallery directors and owners is to "create a charity client-customer list of people who donate and invest regularly in good causes. Choose reputable charities, country club members, and create an entertaining event that might include a lively band, dancers or a jazz quartet. And serve [tasty] finger foods."

Mirkovich continues, "Conduct live and silent auctions, and make sure that the live auction does not exceed more than five to six pieces (people like to show off and outbid each other). Local restaurants will donate food--if you include them in the invitation--and distribute the invitations. Pick days that other big events are not happening. Make friends with local hotel concierges as they will distribute invitations for a tip of $20, or less."

Holding a charity event at a gallery saves the cost of renting hotel ballroom space and allows a much greater share of the proceeds to go to the local charity. The $1,500 to $7,000 rental cost of a hotel private events room can put quite a dent in the proceeds--generally $5,000 to $100,000--from a charity fundraising event.

Neighboring businesses that value the added publicity from the charity event are good sources for donated items to help expand the gift items for a silent auction. And local restaurant and caterer donations can help to offer more choices to invited guests sampling the buffet and hors d'oeuvres tables. Be sure to include in your printed publicity the list of all businesses that have offered donations to the charity fundraising event. Of course, these items are in addition to art items donated by the gallery and its artists.

A well-attended charity event brings new potential clients to your neighboring businesses, too. Your guests will be pleased to know that more of their donation dollars will go directly to the charity of their choice rather than to defray overhead expenses ... all because of the largesse of items valued in the hundreds and thousands of dollars that are donated by you and local businesses.

Expanding Events Calendar

Cities of all sizes have charitable activities scheduled year-round. Your typical art gallery has its regular occasions for openings; when a new show is being hung; when gallery anniversaries occur; and when holiday shows are scheduled. Becoming associated with charities whose aims are well-aligned with yours as a gallery owner, will offer you expanded opportunities to host such events.

Be sure to partner with charities that tug at your personal heart strings as your commitment to these organizations will be stronger. Seek out charitable causes that hold the IRS 501 (c) 3 status that allows for income tax deductions. And make sure the public knows about your involvement in these charitable affairs.

The Mirkovich Gallery has partnered with the Houston Rodeo Scholarship Fund for students in agriculture-related fields for several years. The Houston Livestock and Rodeo fundraising activities, overall, have raised more than $6 million dollars for scholarships, given to more than 15,000 youth since 1942. Last year the gallery started working with the American Cancer Society Cancer Research Fund to help raise money for this worthy cause.

Mikovich also has partnered with Dunbar Galleries, of Houston, to help host charitable events, including a recent fundraising for MDS Foundation Research. Galleries should strive to publicize their charity events as widely as possible to maximize attendance. Partnering with another gallery is a very good way to help accomplish this.

Both before and after the fact, be sure to write and send press releases about the charity event and your involvement to the local daily and weekly newspapers. These announcements are usually free, and if you send an eye-catching photograph along with your press release, you may gain even better news coverage.