Transforming Crowdfunding Backers into Lifelong Museum Supporters

Did you know that museum crowdfunding is more than just a way to raise funds? For many institutions, it’s the start of building meaningful, lasting connections with their audiences. It’s a tool that has helped many institutions generate essential revenue for projects ranging from restoring precious artworks to creating innovative exhibitions. But what if crowdfunding could be more than just a means to fundraise? What if it could be a catalyst for building enduring relationships with your audience and transforming one-time donors into loyal advocates?

This was the core message delivered by crowdfunding experts Maud Dik and Lisanne Brouwer from Voordekunst during the Museum Fundraising Summit. Representing the largest Dutch crowdfunding platform for the creative sector, Voordekunst has raised over €5 million annually and advised countless cultural institutions, including museums, on maximising their crowdfunding success. Here’s how museums can unlock the true potential of crowdfunding by taking the next step: crowdkeeping.

The Power of Crowdfunding Beyond Fundraising

Crowdfunding often starts as a response to financial need—a museum requires funds to restore an artefact, renovate a space, or acquire a new piece for its collection. However, Maud and Lisanne emphasise that crowdfunding is as much a promotional tool as it is a funding tool. For example, many museums have found that crowdfunding not only raises funds but also garners significant media attention, such as local newspapers covering their campaigns or social media posts going viral, which expands their audience reach.

“With crowdfunding, you’re not just asking for donations; you’re inviting people to become part of the process,” says Maud. Instead of only showcasing finished projects, museums can use crowdfunding to involve their audience in bringing a vision to life. This creates a deeper emotional connection and a sense of ownership among backers.

Introducing Crowdkeeping: Building Lasting Relationships

Crowdkeeping is the practice of nurturing relationships with backers long after a museum crowdfunding campaign has ended. According to Lisanne, “the job doesn’t stop when the campaign goal is met. That’s when the real opportunity begins.” Many museums miss out by failing to maintain connections with the hundreds of backers who support their campaigns.

The key to crowdkeeping lies in three fundamental steps:

1. Creating a Case for Support This is the story you tell your donors about why they should support your museum. It should evoke an emotional response and align with their values and interests.
2. Understanding Your Backers Use data from your crowdfunding campaign to research who your backers are and what motivates them. Analyse donation amounts, timing, and any messages they left with their contributions to gain insights.
3. Designing a Donor Journey Develop a structured communication plan to keep backers engaged. Share updates on the project they supported, invite them to events, introduce your team, and showcase the impact of their donations. Over time, this can encourage them to become regular donors or even museum ambassadors.

Case Study: Museum Crowdfunding Success at Museum Catharijneconvent

A standout example of crowdkeeping in action is the Museum Catharijneconvent in Utrecht. In 2021, they launched a crowdfunding campaign to restore an 18th-century Neapolitan nativity scene they had recently acquired. The campaign was a resounding success, raising €80,000 from 900 backers.

But the museum didn’t stop there. Recognising the potential of their new supporters, they implemented a thoughtful crowdkeeping strategy:

• Delivering Rewards: Backers received personalised certificates of adoption for nativity figurines and invitations to view the restored display at Christmas.
• Keeping Backers Engaged: Throughout the restoration process, the museum shared regular updates via photos and videos, making backers feel part of the journey.
• Launching a Follow-Up Campaign: Six months later, the museum invited backers to become “guardian angels” by signing up as structural donors. Using the nativity scene’s theme, they created a seamless narrative that resonated with their audience. The result? The museum gained 77 new friends who committed to ongoing support.

Why Crowdkeeping Matters

Crowdkeeping is about more than retaining donors; it’s about cultivating relationships that benefit both the museum and its supporters. Backers who feel valued and engaged are more likely to deepen their connection with the institution, attend events, and spread the word about its work.

To implement crowdkeeping effectively, museums need to:

• Invest time and resources in relationship management.
• Delegate responsibilities across a team, ensuring that communication, administration, and strategy are well-handled.
• Continuously share updates, milestones, and successes with their supporters.

Deepening Connection Through Museum Crowdfunding

Museum crowdfunding can be a powerful gateway to building a loyal community around your museum, fostering both financial support and long-lasting engagement. By embracing crowdkeeping, museums can transform one-time backers into lifelong advocates, ensuring not only financial support but also enduring relationships that enrich the institution’s future.

If your museum is considering a crowdfunding campaign or looking for ways to deepen connections with donors, take inspiration from the experts at Voordekunst and the success of Museum Catharijneconvent. With the right approach, crowdfunding can be much more than a fundraising tool—it can be a foundation for lasting engagement and support.

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Maud Dik & Lisanne Brouwer from Voordekunst spoke at the Museum Fundraising Summit 2023.