Today’s New York Times contains its annual special section on philanthropy — called “Giving” — and the most relevant article for Arts Journal readers happens to be by me. Headlined “Boston Museum Grows By Casting A Wide Net,” it’s about the fundraising activities of the Museum of Fine Arts, Boston — and, of course, Malcolm Rogers.
If you had said, nine years ago, that the MFA would raise as much in money and art for a new wing and endowment and other purposes as it has — more than $750 all-told — many people would have said “uh, uh. Not likely.” But the museum did it, and I do believe that Rogers is correct when he told me that the pitch he makes is never need, it’s vision:
I always say don’t go to people and say, “We really need your money because we have a leaky roof.” Go and say, “We want the very best roof in America because this is a very great institution.”
Rogers’s vision wasn’t just the new Art of the Americas wing that is officially opening on Nov. 20, but which will be showcased at a gala benefit on Saturday night. It included that, of course, but as Rogers told me:
My vision is to open the museum to as many people as possible, to give to as many opportunities for close encounters with art to as many people as possible.
That was the vision, broadly speaking, which led to a strategy and tactics, some of which are outlined in my article.
Rogers even built a special “great room” at his home for entertaining prospects.
A couple of other points:
- A vision doesn’t have to be a new building. It can be the best acquistion, the best education program, a new what-not. As long as it inspires belief in the institution — that’s the key.
- Rogers didn’t do it alone, of course — the development staff, led by Pat Jacoby, received high praise as well, and they did many things in this campaign that were new to the MFA.
- One key was approaching people with ties to Boston, or the MFA, who had moved away. A college town like Boston has many more such prospects than some other cities.
Even so, again (as I wrote here), I have to hand it to the MFA — it has made quite a turnaround in the last 15 years.
Photo Credit: Courtesy of The New York Times