Interview WITh DAVID INNS
Introducing David Inns
I’m David Inns, Chief Executive of the International Arts Festival Trust, which presents the biannual Arts Festival, the Lexus Song Quest, and the Wellington Jazz Festival.
We earn our income from a variety of sources: from box office which is 40%; from government sources, which includes central government through Creative New Zealand, City Council and foreign government which makes up 20%; leaving the balance of 40% which we need to cover from donations and sponsorship. So, therefore, donations are crucial to our operation.
Attracting donors
We attract donors through having a trusted, well respected product. We recruit through our “friends” scheme. Currently we have about 2,500 friends who, while they might not donate to the festival, form a pool where by we can go out into the market and attract donors. We have a special friends scheme through which friends can upgrade to a $2,000 package, of which $1,500 is a straight donation and the balance of that money goes towards a season ticket, which is real return and therefore not claimable as a donation. And we attract them through some advertising, and also through direct mail and email.
Signal success
I think we need to let our donors know about our successes: those that happen outside the season, like awards that our suppliers or the festival wins. In a financial sense, we also need to let them know what part of their donation is actually tax deductable. In the case of the festival, we get a donation of $7,500 from our individual patrons, of which $2,000 is actually of direct benefit to them in terms of tickets they get to events, so therefore the donation claim ability is only on the $5,500 amount.
Keep in contact
Personal contact is one of the crucial things we drive for. In terms of our senior patrons in the $7,500 bracket, there is direct contact regularly from the Chair and the CEO, and a direct contact for them back to us. We are always there for them to call directly. We employ a staff member to look after that group and donors at lower levels to ensure there is always a point of contact.
What money can’t buy
Our donors get a whole range of benefits that money can’t buy, like backstage tours, meeting the artists, special functions and functions on stage. An important way to look after the donors is keeping in regular and constant contact through newsletters, our e-newsletter network, and personal letters from the Chair, and we often keep them informed by phone if there is some major change. We keep them informed of how the festival has run through our annual report that goes to the corporate patrons, sponsors, other patrons and to such places as embassies and government departments. The report gives a complete breakdown of how the festival has gone and what our targets and goals are for the future.
Positive changes
The changes to the tax regulations will be very positive. They will hopefully encourage patrons to increase their donation level. Leverage it up at no additional cost to them. I think it also sends a very positive message that donations have been recognised by central government as a core part of the philanthropic area and especially the arts area. So, I think all round it is going to encourage a donation platform that is far better then we have had in the past.