Target has a new philanthropy strategy, and it may not be good news for museums and performing arts centers. In recent years, the company, through “Target First Saturdays” or “First Fridays” or whatever the name, has provided free or reduced admissions at more than 120 museums and theaters on more than 2,200 days annually.
But this week, the company announced that it was redoubling its efforts to invest in education. It committed to donating $500 million by 2015, making its total commitment to education reach $1 billion. Much of the effort will focus on literacy, getting children to read by third grade. Here’s a link to the press release.
This shift represents a refocusing of the company’s 5%-for-philanthropy program — not additional dollars. That 5% of annual income is a pretty substantial amount.
Target did not spell out specifically what this means for its arts programs. And when I contacted the press department, I was told that the company didn’t have anything specific to say on the subject now.
What the press representative, Joshua Thomas, did say sounds somewhat ominous for museums: Target’s non-education gifts might, in the future, have to more of an education component. “We are aligning our support efforts” to reflect the priority on education, he said — the funded programs must link to education. That may mean that Target might support school trips but not the live music-cum-art events that have made Target First Saturdays at, say, the Brooklyn Museum, so popular.
As Brooklyn says on its website: “Please note that due to limited capacities, some Target First Saturday programs require tickets. Ticket lines often form 30 minutes before ticket distribution at the Visitor Center located in the Rubin Lobby.”
As I understand the grants, Target funds these arts programs annually, which explains why Thomas said there would be further news on the subject down the road.
Not all the Target museum free-access evenings are about art, and I’ve complained about that.
But if Target ends this program, I hope it gives its grantees plenty of time to find other funding. It’s indispensible for a lot of visitors who wouldn’t ordinarily attend museums. It would be a huge loss if someone, some entity, did not step in to replace Target. Here’s a sampling of what would be lost.