The Chronicle of Philanthropy recently reported that arts groups are focusing a larger portion of their resources on internet marketing. Many of the museums, symphonies and operas we evaluate are using online tools such as blogs, Facebook, and Twitter to spread the word about their organizations. Still other charities take this one step further, for example the Museum of Fine Arts, Boston, which offers online tours of parts of its collection. And the Brooklyn Museum has developed 1stfans, a socially networked museum membership designed to appeal to a less traditional membership audience. An even more unusual initiative is the Wikipedia Loves Art contest, a scavenger hunt and photography contest coordinated by the Brooklyn Museum.
In a time when traditional marketing activities are too expensive, and contributions are down significantly, we should applaud these charities for their innovation and use of available resources. Perhaps you’ll consider rewarding one of these organizations with a donation, or if you’re an arts lover, use our site to find another highly rated arts charity to support.