Art by Ken Goldman
Hospital art goes beyond mere decoration; it plays an essential role in creating a healing environment that enhances patient experiences and outcomes and boosts staff morale. Donors are often enthusiastic about contributing in ways that feel personal and enduring. Supporting artwork in healthcare settings is a meaningful way to express gratitude or honor a loved one. At Aesthetics, we work closely with hospital foundations to create custom fundraising strategies for art programs.
A Brief History of Arts Fundraising
Fundraising for the arts has a long history, dating back to the Renaissance. A notable example is Pope Julius II commissioning Michelangelo to paint the Sistine Chapel ceiling. While the Church officially funded the project, it was supported by wealth generated from common practices like the sale of indulgences, where people paid for absolution, with funds used for church construction and decoration.
There are numerous historical examples of arts fundraising in healthcare. In 1884, France gifted the Statue of Liberty to the United States, but the U.S. was responsible for building the pedestal. Using the New York World paper, a crowdfunding campaign yielded over $100,000, each contributing less than $1.00. Thanks to these donors, Lady Liberty has stood proudly on her pedestal since October 1886.
In the early 1900s, at St. Mary’s Hospital in London, wealthy local patrons were solicited to donate funds to buy artwork and build gardens to make the hospital look less industrial, more spiritual, and patient-supportive. After World War II, various auxiliary hospital groups raised funds for many hospitals, including the Veterans Administration. Fundraising has consistently played a crucial role in connecting people to arts in health endeavors.
Modern-Day Fundraising for Arts in Healthcare
In the 1980s and 1990s, the Society for the Arts in Healthcare significantly influenced fundraising by reporting on various funding models for visual and participatory arts programs nationwide. As a founding member of the Society for the Arts in Healthcare and co-founder of the National Organization for Arts in Health, Annette is proud to be part of the effort to develop various methodologies for funding arts programs in collaboration with hospital foundations.
When fundraising for visual arts programs, the artwork is divided into artworks displayed in public areas, commissioned artworks, and patient-oriented murals, prints, photographs, or less expensive originals. The average hospital places 80% of its artwork in patient areas and 20% in public areas. The cost of the public art can account for 30% to 50% of the art budget, depending on the facility.
Fundraising efforts, in many cases, cover the entire cost of the art program. Some facilities prefer to pay for the patient artwork and use the extra money fundraised to endow the future art program. The key is to develop an accurate art budget for the project and understand the costs of the planned program.
The approved budget can be template for future purchases and commissions, usually categorized into capital and fundraising budgets. In some cases, the entire project may be financed through the capital budget, with the foundation covering the expenses for original artwork to help manage costs.
The Aesthetics Approach to Fundraising
We begin our fundraising efforts by creating a detailed art budget for the new or remodeled facility. This includes public art components such as large-scale commissions, sculptures, murals, and patient side artwork, often consisting of prints and photographs. We also include fees for artists and art consultants and costs related to shipping, framing, installation, and taxes. This thorough budgeting ensures we effectively utilize donor contributions to achieve our client’s goals.
Aesthetics creates art program fundraising packages tailored to complement the capital fundraising program or the facility. Once artwork concepts are selected, we assist in developing customized materials for donors that include artist biographies, renderings, videos of the artists showcasing their creative process, and brochures highlighting giving opportunities. These packages simplify the process for foundations to approach potential donors by clearly illustrating how their contributions will make an impact.
We plan for artwork in donor recognition areas such as elevator lobbies, waiting rooms, or corridors, allowing supporters to be recognized directly alongside the pieces they helped fund. Foundations usually determine donation amounts based on the cost of the art, multiplying it by a factor of 1.5 to 5, depending on their donor community. This approach provides flexibility while helping cover fundraising expenses and build reserves for future art projects.
Engaging Employees & the Community
Patient area artwork is a wonderful, affordable way to include grateful patients and hospital employees in building the art program. It is common for caregivers to select artwork in their specific areas, and they often have the choice to include dedication plaques next to the pieces they sponsor. The artwork they choose is typically funded to commemorate various occasions, such as births, anniversaries, graduations, weddings, and more. The art is usually sponsored through a three-year payroll deduction program.
In addition to our main fundraising efforts, we host art auctions that allow patrons to acquire unique pieces and special events with artists to deepen donor connections. We also organize interactive campaigns tied to capital projects inviting community participation. These strategies raise essential funds while building a diverse community of supporters dedicated to enriching patient experiences and boosting pride in the community.
A Track Record of Success
Aesthetics has achieved remarkable success in developing tailored fundraising strategies for art programs. Over the past 20 years, we have helped clients raise more than $30 million in funding for these initiatives. One of our most recent accomplishments is the Signature Healing Arts Program at Scripps Health, where we are spearheading several incredible art projects in which we take great pride. Through our unwavering commitment to arts in health, we continue to inspire communities and transform healing environments, one project at a time.
