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Diane Ragsdale on what the arts do and why

Waiting for a new business model for the arts.

"The air is full of our cries." (He listens.) "But habit is a great deadener."

What do nonprofit arts people mean when they say ‘the business model is broken’? I’ve heard this phrased decried ad nauseum in the US for at least the past three years. It was a working hypothesis before the economic downturn; now it seems to be a statement of fact. So what model are we talking about? The American ‘nonprofit’ model for the arts? A particular ‘business’ model used by individual organizations? A Stanford business school professor once gave me the following definition: a model is a representation of your beliefs about causality. Perhaps more interesting questions would be, what beliefs about causality underpin our ‘model’, and are they still valid?

Last year, in his post, One business model to rule them all, Andrew Taylor referenced a comment Clara Miller of Nonprofit Finance Fund made at an Americans for the Arts conference in 2010. She said, “There is one business model: reliable revenue that meets or exceeds expenses. Any questions?” I was at that session. A lot of people chuckled when she made the comment.

And then I remember thinking: So, which revenue sources are reliable at a nonprofit arts organization? Government arts programs across the country seem to go into duck and cover mode on a regular basis; corporations are often skittish—lavish one year and austere the next; foundations are overly cautious and generally dole out funds one year at a time, being careful to avoid enabling ‘dependency’; fewer and fewer people want to commit to buying a season’s worth of tickets up front; single ticket buyers are notoriously unpredictable; and individual donors are as varied as … well, individuals: some are dependable and loyal but many are fickle and elusive.

It seems like most arts organizations start each year with very little of their income committed and spend much of the year on pins and needles waiting to see if they will hit their revenue targets. Are we operating under a delusion that there is such thing as ‘reliable revenue that meets or exceeds expenses’ in the arts? And if so, is there a corresponding faulty belief that underpins our business model? For instance, that the arts are valued by our society?

Is this what we mean by ‘the model is broken’? Or is it something else? I would love to hear reflections on the ‘broken model’. What’s broken? How do we fix it?

Desolate Tree image from by lolloj licensed by Shutterstock.com. Quote from Waiting for Godot by Samuel Beckett.

overstocked arts pond: fish too big & fish too many

My dad used to keep a goldfish pond in our back yard. Without some form of population control, goldfish ponds can become overstocked, a situtation in which the fish become sick, or even die, from lack of oxygen and competitive stress. 

The Kresge Foundation and Grantmakers in the Arts have recently spearheaded a funder-led initiative,“The National Capitalization Project,” aimed at addressing chronic undercapitalization of the arts sector. The report suggests we have an overstocked arts pond: “At a time of flattening demand there is increasing supply … in terms of both the sheer number of organizations and the supply of product. Neither the audiences nor the public or philanthropic sector can support this level of oversupply. Taken together, this situation is pushing organizations into hyper-competition.” 

But how, realistically, can we address this ‘fish too many’ problem when, according to the Urban Institute, from 2003-2008 (on average) a new non-profit arts organization was created at a rate of one every three hours? It’s reasonable to suggest, as Sarah Lutman has in her blog on this report, that foundations should ‘just say no’. Unfortunately, foundations throw so few pellets in the pond, relatively speaking, I’m not sure that this would have much effect? Besides, it’s the nature of the US system that when one funder closes a door, another often opens a window.

We appear to have neither the mechanism nor the will to effectively downsize the sector and thus we have created a rivalrous environment. And how have arts groups responded? Well, many have grown their institutions, making ever-increasing investments in marketing, development, high profile leaders, and buildings in order to be winners in the desperate fight for prestige, press, audiences, trustees, and donors.

Where did they find the money to grow, you ask? Well, when you look at the balance sheets of organizations it’s clear that many of them didn’t; but that did not stop them from growing their operations anyway. They now have what we call ‘structural deficits’ and many of them have incurred debt or raided their endowments to keep their organizations afloat. So we have not only a ‘fish too many’ problem, in our overstocked pond, we also have a ‘fish too big’ problem.  

Why are organizations permitted to incur deficits year upon year? Who is held accountable when an arts group builds a space it cannot afford or launches a major initiative it cannot sustain? Who looks out for whether other nonprofits in town suffer when one organization becomes overgrown? And who takes repsponsibility for making sure debts related to year-upon-year deficits and unsuccessful capital campaigns are paid off?

The sad reality is that the lack of ‘ownership’ in the nonprofit system too often seems to result in a lack of ‘accountability’. It’s too easy for funders to ‘phase out’ support on programs or organizations they encouraged into existence; trustees who voted to build a new space to cycle off the board when the bonds, loans, and increased operating expenses must be paid; leaders that have driven an organization into the ground to exit stage left leaving a successor to clean up the mess; and everyone to turn their backs on small and midsized organizations that are often the ones left starving in this fish feeding frenzy.

I applaud the funders that have worked on this capitalization initiative for considering ways that they might change their own practices in order to strengthen the financial health of individual arts institutions.Unfortunately, I think their efforts may have minimal impact if these ‘fish too big’ and ‘fish too many’ problems cannot be systemically addressed. BTW, in response to my funder jargon post, more than a few people suggested ‘capitalization’ as the funder word for 2011–no doubt because of this initiative.

Photo of fish feeding frenzy by Tito Wong, licensed from Shutterstock.com.

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Recent Comments

  • Andrew Taylor on On a Strategy of Indeterminacy: Or, the Value of Creating Pathways to the Unforeseen: “Love this line of thinking, Diane! Although I also wonder about the many small, safe-to-fail ways you could explore randomness…” Feb 21, 22:54
  • Rick Heath on On a Strategy of Indeterminacy: Or, the Value of Creating Pathways to the Unforeseen: “Thanks Dianne Compelled and confused! (Not for the first time, and not entirely because of your words, but somewhat because…” Feb 5, 07:20
  • Diane Ragsdale on On a Strategy of Indeterminacy: Or, the Value of Creating Pathways to the Unforeseen: “Hi Ella! Thanks so much for taking the time to read and engage with the post. Thank you for reminding…” Feb 2, 18:19
  • Diane Ragsdale on On a Strategy of Indeterminacy: Or, the Value of Creating Pathways to the Unforeseen: “Caroline! Thanks so much for reading and sharing reflections. I am compelled by your idea to have an entire college…” Feb 2, 18:18
  • Diane Ragsdale on On a Strategy of Indeterminacy: Or, the Value of Creating Pathways to the Unforeseen: “Margaret, Thank you for taking the time to read and comment and for the warm wishes for my recovery. I…” Feb 2, 16:57

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A Few Things I’ve Written

"Surviving the Culture Change", "The Excellence Barrier", "Holding Up the Arts: Can We Sustain What We've Creatived? Should We?" and "Living in the Struggle: Our Long Tug of War in the Arts" are a few keynote addresses I've given in the US and abroad on the larger changes in the cultural environment and ways arts organizations may need to adapt in order to survive and thrive in the coming years.

If you want a quicker read, then you may want to skip the speeches and opt for the article, "Recreating Fine Arts Institutions," which was published in the November 2009 Stanford Social Innovation Review.

Here is a recent essay commissioned by the Royal Society for the Encouragement of the Arts for the 2011 State of the Arts Conference in London, "Rethinking Cultural Philanthropy".

In 2012 I documented a meeting among commercial theater producers and nonprofit theater directors to discuss partnerships between the two sectors in the development of new theatrical work, which is published by HowlRound. You can get a copy of this report, "In the Intersection," on the HowlRound Website. Finally, last year I also had essays published in Doug Borwick's book, Building Communities Not Audiences and Theatre Bay Area's book (edited by Clay Lord), Counting New Beans.

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