FULL TRANSCRIPT OF THE PODCAST

It's time we discussed a trap many arts organizations fall into — obsessing over other people's money. 

We've all been in those Board meetings or had those conversations where someone drops a big name or points out a high-net-worth individual with the phrase, 'Wouldn’t it be great if we could just get them to give?' But let me tell you something you already know — chasing people who may have deep pockets but no real interest in the arts is not the answer. It distracts us from real, meaningful opportunities and pulls us away from building lasting relationships with people who actually want them.

Today, I’ll give you five reasons why this obsession isn't productive. Then, we'll flip it around and look at why we should focus on the people already passionate about what we do.

Five Reasons Why Obsessing About Other People’s Money Isn’t Productive

1. It’s exhausting. You end up running in circles, attending events, sending countless emails, and bending over backward to get the attention of people who may not even know your organization exists — or worse, don’t care about the arts. That’s a lot of energy you could be putting somewhere more fruitful. Think about all the creative, mission-driven work you could be doing instead. And let’s be honest, it starts to feel like desperation, not strategy. We don’t want to be seen as an organization that’s just chasing dollars at all costs.

2. It takes your focus off your mission. When you’re zeroed in on just the dollar signs, you forget why you’re fundraising in the first place — to keep the arts alive, to bring beauty into people’s lives, and to support artists. This obsession pulls your attention away from that core mission, and guess what? Donors can tell when you’re more interested in their checkbooks than their love of your work. And when they feel that, they’re far less likely to give in a meaningful way, even if they do have an interest in the arts. People want to feel valued, not pursued just for their wealth.

3. It alienates your current supporters. You’ve got people who are passionate about your mission, attending your performances, and even giving at modest levels. But if all they ever hear from you is about that one wealthy person you’re chasing? They start to feel like their contributions don’t matter. These people could be your future major donors, the ones who, over time, give more as they see the impact of their support. But if they feel overlooked now, you risk losing them entirely.

4. It’s a waste of time. Statistically speaking, cold outreach to high-net-worth individuals outside of your current donor base has a very low success rate. And yet, many organizations chase these unicorns, hoping for a magical windfall, while neglecting the donors who are right in front of them, ready to give. Time is one of our most valuable resources in fundraising, and we need to spend it wisely. Every hour you spend chasing someone who doesn’t care about your mission is an hour you could have spent deepening a relationship with someone who does.

5. Finally, it ignores the power of genuine relationships. Philanthropy is personal. It’s about connections, trust, and shared values. If you’re only focused on the money, you lose sight of that. People give because they feel a connection — not because they were pressured or schmoozed. And once that genuine connection is built, not only will they give, but they’ll also bring others into the fold. It’s the ripple effect that comes from truly understanding and valuing your supporters as partners in your mission, not just as potential dollar signs.

So, if chasing after the wrong people isn’t working, what should we be doing instead?

It’s time to shift our focus to those who already know us, who care about our mission, and who want to give. Let’s talk about why cultivating relationships with these patrons is where the magic really happens.

Think of it this way: instead of chasing a mirage in the distance, you could be tending to the garden right in front of you. With the right care, that garden will grow stronger, fruitful, and sustainable.

Let’s Focus on Five Reasons to Cultivate Relationships with Interested Patrons

RSC routinely coaches that before someone makes a gift, they have to know you, like you, and trust you. Again, they have to know, like, and trust you and your organization. The bigger the gift, the more important this becomes, and that’s why cultivating and stewarding relationships becomes so important in arts philanthropy. So, let’s look at some of the reasons why your focus should be on donors who already have a fondness for your organization:

1. They’re already on Board. These patrons know you. They love your performances, your exhibitions, your mission. You don’t have to convince them why the arts matter — they already believe in it. Your job? Help them understand how their support can make a tangible difference. And don’t just tell them about the big picture — show them the details through storytelling. People give for one of three reasons: what it does for your organization, what it does for the community, or what it does for them personally. Building authentic donor relationships helps you find out which of those three inspires them the most and helps you lean into what’s most important to them.

2. They’re more likely to give more over time. Cultivating a relationship with someone who’s already engaged means you’re building trust. And trust leads to long-term giving. It’s not about a one-time, big check — it’s about ongoing support that grows over time as they become more invested in your success. When people feel connected and when they see the impact of their gifts, they’re more likely to give again — and often, they’ll give more as their connection deepens.

3. They’re your biggest advocates. People who are already passionate about what you do are more likely to spread the word. They’ll tell their friends, invite their networks to events, and maybe even bring in new donors. These patrons are walking ambassadors for your organization, and that’s priceless because the arts thrive on having a broadening fan base. Word of mouth is one of the most powerful tools we have, and when someone already loves what you do, their enthusiasm is infectious. 

4. They give because they care. Big or small, when someone gives to your organization because they believe in what you do and who you are, that’s a genuine connection. It’s not transactional. They’re not just throwing money at a cause; the arts are personally engaging, and they’re investing in something they truly want to see succeed. And that kind of investment is far more sustainable. You’re not just getting their money; you’re getting a chance to deepen a patron relationship, which bolsters your arts organization in immeasurable ways.

5. They’re part of your community. Some people call it “tribe”. Whatever you call it, don’t underestimate its importance. These people are part of your artistic family. By nurturing these relationships, you’re not just securing funds; you’re building a network of emotionally invested supporters in your success. That’s the foundation for long-term sustainability. Building an arts community is what drives understanding, investment, and true affection for your organization.

At the end of the day, fundraising is about building authentic relationships. It’s about finding people who share your passion, not just those with deep pockets. When we stop obsessing about other people’s money and start focusing on the people who either believe in us or have the true potential to be part of our community, that’s where we find real success.

If you remember just one thing, make it this: keep building those connections, keep sharing your passion, and continue to dedicate yourself to building relationships with prospects and donors who love the arts. You’ve got an incredible community behind you, and they’re eager to be a deeper part of your arts organization’s story.