The Future of Patronage: A qualitative analysis on the motivation of young donors and patron circles in the digital age

Abstract

This research examines the motivation of young donors to contribute to patron circles and assesses the possibility of patron circles for digital platforms. The research is based on the notion of cultural capital by Pierre Bourdieu and the eight mechanisms of giving by René Bekkers and Pamala Wiepking. From the literature it is clear that young patrons are a group of serious potential, yet they are somewhat overlooked in both academic debate and in the strategy of cultural organisations. Whilst the concept of a patron circle is nothing new, it is surprising that there is no research regarding patron circles in the context of online platforms. Especially as this could lead to significant opportunities. The study was executed using the crowdfunding platform voordekunst as a case, and users of this platform as respondents. Information was gathered through online questionnaires. Of all the concepts the awareness of need, solicitation and values proved to be the most important for respondents. Results indicate that there was no significant difference between those categorised as young and those categorised as old. Analysis showed that respondents reacted positively to the possibility of digital platforms for patron circles. Conditions are that the provision of information is sufficient, the organisation of offline events and the members of the patron circle have a say in the (type of) projects eligible for funds.