Arts and culture fail to make it into the top 10 causes supported by Quebecers in philanthropy. The sector finds itself in 11e position, well behind religion and international aid, one step away from sports. This is what the ninth Study on Trends in Philanthropy in Quebec reveals. While many artists are denouncing these weeks the lack of funding from the various arts councils, can this study help to think of other avenues of income? Small data portrait of the situation.
Cultural philanthropy in Quebec is “in development,” diplomatically indicates HEC honorary professor Wendy Reid, a specialist to whom The duty asked for a mini-inventory. “It’s coming, it’s evolving…”
In this regard, Quebec is lagging behind English Canada — particularly its neighbor Ontario.
“It’s not just because of the cultural difference,” explains M.me Reid. Philanthropy professionals play a big role in its development, which is often underestimated; and they didn’t exist here until very recently…” Mme Reid, in fact, gave the first philanthropy course at the HEC in Montreal… in 2014. “In culture, here, it’s really quite new. »
“Within this sector, Quebecers contribute equally to theater, music and museums, while they give very little to dance,” we learn by looking at the Study on trends in philanthropy in Quebec, ordered from Léger by the Épisode firm. The exercise, which has been going on for 10 years, has been looking at arts and culture for only three years.
What jumps out at you? The different donation practices towards the arts carried out by companies (small, medium or large), which have integrated the sector into their habits, and those of individual donors, who seem to shun it.
If the arts do not appear “at the top of the list of sectors favored by SMEs with 25 employees or more, however, 32% of them gave it their support in 2023”, we can read. “A proportion of 20% of them have allocated amounts exceeding $1,000 to this sector in 2023, with an average annual total contribution of $2,152.”
As for large companies, 28% of them support the arts. An increase of 8% compared to 2020, notes the study.
Corporate donors have a greater interest in music and museums. Some 82% of them donated less than $249,000 during the year, while 9% exceeded $1 million. In 2023, the sector represented nearly 15% of the donation portfolio of the companies that supported it.
I have already given, I have my ticket
It is on the side of individual donors that we see the lack of reflex to support the arts. For what ? The study indicates that “70% of all Quebec respondents say they have not been contacted […]a percentage similar to that of 2020. Obviously, without solicitation, donations are certainly becoming rarer, especially in the current, very competitive context.
“We observe that the percentage of respondents who give to culture does not really vary,” sums up Amélie L’Heureux, senior advisor and director of studies at Épisode. “It remains around 5% to 6%. But we see that these donors have a better understanding of why they give to culture. We think this is one of the “positive” effects of the pandemic. »
Example: several respondents feel like they have already “given” to the arts by purchasing show tickets or cultural products. 23% thought so in the most recent study. “Good news,” we read, “this consideration has seen a significant drop since 2020, when it was invoked at 31%. »
It is mature respondents (79 and over) who give more to arts and culture, directing 8% of their donations there. Then, generational leap: the X form the second group most sensitive to this category, to which they grant 6% of their charity.
First, the subscribers
For meme Happy as for Mme Reid, the first gesture of cultural organizations that wish to develop philanthropy is to turn to subscribers. “These are the spectators who already have a very strong attachment to a particular cultural broadcaster,” says M.me The happy one.
She also notes that several donors seem more interested in contributing in addition to accessibility and education in the arts. “I believe that it is the notion of impact that is at stake here; the donor seeks an impact, easier to feel on a group – the next artistic generation, newcomers, disadvantaged young people who do not have access to the arts…”
Wendy Reid doesn’t entirely agree with this view. “The basis of commitment to cultural philanthropy is passion for the arts,” believes the retired professor. “People who become donors, big or small, are motivated by this passion, and by the desire to be involved in an organization they love. »
“It is true that it is good, for a cultural organization, to have a philanthropy professional with whom to work with us, because it is a very technical field,” continues M.me Reid. “But philanthropy involves absolutely everyone in an artistic company. It’s not like marketing, which can be entrusted to one person. It takes commitment from artistic directors, artists, communications people, the entire team, to involve donors within the vision and creation itself. It requires a lot of humanity,” concludes the specialist.