10 Steps to a Successful Exhibit Program
As a fundraiser, you understand the importance of leveraging every budget dollar to produce tangible benefits. Art exhibits are a proven, cost-effective method of doing just that. They attract new and repeat visitors; generate press coverage; produce word-of-mouth buzz; and present an excellent occasion to reach out to donors, patrons and the community at large.
Here are 10 steps to a successful exhibit program.
1. Form a team
“It’s good to gather a group of people who will be supportive of the project,” says Stefanie Ryan of the Massachusetts General Hospital. “It’s a lot of work for one person, and you really need a committee to help select the art, hang the shows and maybe come across an interesting artist in their travels. It’s a very unique committee to be part of.”
It’s very helpful to have at least one member with some background in visual art, adds Howard Brough of the Salt Lake City Public Library.
2. State your mission
To succeed in the long run, exhibit programs must have a clear purpose and goal. A formal mission statement can articulate these and serve as reference point to keep things on track when decisions have to be made or new ideas are presented.
3. Start small
Choose one modest-sized space to work with, and do a trial exhibit, perhaps with an artist or artists you’re acquainted with, before soliciting submissions. Once up and running, set a manageable exhibit schedule.
4. Solicit like a pro
“The more professional you can make the interaction with the artists, the more professional material you will get,” Brough advises. This means being organized, having paperwork ready and communicating well.
5. Schedule around your team
Reviewing incoming submissions is a very enjoyable process, but it takes time and a clear mind. Some organizations review submissions at a monthly lunch meeting; others have one large review session for each exhibit. Ask your colleagues and make it easy on them.
6. Choose cool stuff
Remember that art should draw a person to it, and make him want to look, Ryan says.
7. Have your papers in order
Making a collection of standard documents is an essential step. A standard news release form is useful for promotional activity. You also need acceptance and rejection letters, and a standard contract including provisions for drop-off and pickup of works, who will pay for insurance, and other logistical matters.
8. Plan for the unexpected
“When issues come up, like who pays for insurance of the art, or how you deal with public reactions, you’ll be ready if you have policies and procedures in place,” Brough says. “It doesn’t mean things won’t come out of the blue, but at least you won’t look like you’re making things up as you go.”
This is especially important for publicly funded organizations, which may need to publish the procedures and criteria they use for selection of works. Review by your organization’s legal advisor might be in order.
9. Seek feedback
“We put comment cards out, especially around our fifth anniversary, to judge how we were being received and what kinds of work people liked,” Ryan says. “We had thought abstract art might not do as well as others, but it came in not far behind representational painting and photography.”
10. Engage with supporters
Don't be bashful during the exhibits. Use this time to engage with your supporters and donors, collect contact information and even ask if the setting is right. It's a great opportunity to do some face-to-face fundraising without setting up an actual face-to-face solicitation meeting.
Bonus tip: Equip yourself
Many institutions find that a picture-hanging system like the Gallery System extremely useful — the wall-mounted system allows quick hanging and easy adjustment of a wide variety of art, and requires no custodial assistance for nails or wall repairs. A few small hand tools (pliers, wire cutters, screwdrivers) are also useful, as is a spool of picture wire.
Peter N. Dunn is a writer and marketing consultant in the Boston area, specializing in
the academic and nonprofit sectors.
