Learning from the American Fundraising Model: A European Perspective March 2014 | Page 23

age them to become museum friends or patrons.
Ultimately, she argues, individuals are a more
sustainable source of funding. “Once they
have a passion, they have it for life,” she says.
“Whereas companies are subject to strategy
and management changes.”

“What I learned from the seminar is that if you
want to get money, you have to invest money,”
she says. “This is hard for people to swallow
here.” Cultural norms, such as a ɕ