ABSTRACT

Faced with the cutbacks in public funding and the changes taking place in the governance and funding models in the cultural sector, museums must rise to the challenge of devising and implementing strategies to obtain resources from a range of sources and thus reduce public sector dependence. Based on a sample of museums from various countries which use private funding, the present work examines different signals that can impact on private fundraising from donors and sponsors: social signals (reputation and social performance) and financial signals (accountability and fundable projects). The results reveal that whereas donors are concerned with all kinds of social and financial signals, sponsors are mainly attracted by reputation and fundable projects. The study also draws a distinction between small and large museums. While the former should offer private funders flexibility in funding, the latter need to evidence social achievements as well as financial features to attract funders.

摘要

面对公共资金的削减以及文化部门治理和筹资模式发生的变化，博物馆必须迎接挑战，制定和实施战略，从各种来源获取资源，从而减少对公共部门的依赖。基于来自使用私人资金的不同国家的博物馆样本，目前的工作研究了可能影响来自捐助者和赞助商的私人筹款的不同信号：社会信号（声誉和社会绩效）和财务信号（问责制和可资助项目）。结果表明，捐助者关注各种社会和财务信号，而赞助商主要被声誉和可资助的项目所吸引。该研究还区分了小型博物馆和大型博物馆。