Individual giving to arts has more than doubled in the last eight years, but still has great growth potential, according to a new report.

Low and medium-level donations by individuals to arts organisations has increased by 128 per cent since 2000-1, according to a study conducted by City University London for Arts & Business.

The report, titled ‘Local Pride - Individual giving to the arts in England’ found that most donors who gave up to £1,000 a year to an organisation had visited that organisation’s venue around three times a year.

Donations of this size, classed as low to medium, accounted for 90 per cent of donations to all cultural organisations.

If the rest of the English adult population who attend arts events at least three times a year (the government estimates this is 60 per cent of all adults) could be encouraged to donate £10 a year, the report authors suggest an extra £360m could be donated to arts  organisations.

Arts & Business claims the figure could be attainable, as 40 per cent of those who do give to arts organisations have done so as a result of being asked.

“There is huge potential for motivating audience members to increase their support for the organisation from direct involvement in their work, eg. volunteering, through to giving,” the report contended.

Colin Tweedy, chief executive of Arts & Business, said that arts organisations are increasingly dependent on individual giving. “It is not only the rich that can financially support and protect the arts, it is also the local audience,” he said.

Gift aid underused

But while individual income had increased, gift aid was only claimed by 68 per cent of arts organisations surveyed by the researchers.

Picture courtesy of the V&A Museum.