Classical Music Fundraising from the Next Generation

Abstract

It's a commonly-held belief that classical music is on the decline in America. As audiences and donors continue to age, classical music organizations risk losing support in the coming years. In order to attract new, young donors, these organizations must adapt their fundraising strategies in order to more effectively grow their base of support. The purpose of this study is to analyze the strategies that nonprofit classical music organizations in America use to fundraise from young donors and to develop an understanding as to how these organizations can more successfully cultivate and engage this group.