As a small art gallery owner, you may believe that generosity in business is only for big corporations.  It can actually be part of a brand strategy and help your gallery resonate better with potential buyers.  It’s a way to show that you have shared values and can help reduce barriers of intimidation.

In this article, let’s look at how you can infuse generosity into your art gallery brand and become known for it among your staff, artists, clients, and community.

In today’s interconnected world, scandals that test our trust in brands are more visible than ever.  Tensions and anxiety are prevalent in our communities, making showing generosity towards one another crucial.  Your gallery brand has a unique chance to incorporate generosity into your business model, which is truly exciting!  Once mistrust takes root in the minds of art buyers, it becomes easy for them to be turned off by all art galleries.  Buyers crave genuine brands that demonstrate a real commitment to those they do business with and social causes.

Brand generosity presents an opportunity to overcome this negative perception within the industry and for your gallery to stand out from competitors.  This approach can significantly influence a purchasing decision.

Developing a generous brand offers numerous benefits for your gallery and collectors.

Benefits for your gallery’s clients:

The power of generosity cannot be underestimated in the art world.  By embodying this virtue, your gallery can forge stronger connections, expand its reach, and engage in meaningful conversations that resonate with your gallery’s client base.

• Provides a buying experience that exceeds expectations by demonstrating a compelling value proposition for doing business with your gallery.
• Feels rewarding to purchase art that supports a cause, especially if the gallery donates a portion of its proceeds.
• Buying from the gallery more easily aligns with their personal values.
• The collector’s image of themselves as being generous is enhanced as they get to positively impact the art community through their association with your gallery.

Benefits for the gallery brand:

Embracing a culture of generosity allows you to actively contribute to the growth and development of the artistic community at large.  You become an integral part of the creative ecosystem by supporting emerging artists, organizing charitable events, or collaborating with local organizations.  This involvement enhances your gallery’s reputation and fosters a sense of collective purpose and shared success.  But the benefits to your brand don’t end there.

• Strengthens the bond between the gallery, collectors, and community: By engaging in charitable efforts, the gallery can foster a stronger connection with its collectors and the local community.  This helps build trust and loyalty among these groups.
• Enhances the gallery’s reputation: When a gallery actively participates in philanthropic activities, it enhances its reputation as a socially responsible organization.  This can attract more attention and respect from both art enthusiasts and the general public.
• Fosters a sense of community-based shared values: By aligning with charitable causes, the gallery can create a sense of community among individuals who share similar values.  This can lead to deeper connections and collaborations within the art world.
• Brings financial and personal rewards: Engaging in philanthropy can bring financial benefits to the gallery through increased exposure and potential partnerships.  Additionally, it can provide emotional satisfaction to the gallery owners and employees by positively impacting society.
• Creates opportunities for PR: Generosity initiatives offer opportunities for the gallery to gain media coverage and generate positive publicity.
  Expands the network of potential art buyers: Through involvement in charitable efforts and increased brand awareness, the gallery can reach a wider audience, including individuals who may not have been previously interested in art.
• Boosts employee morale through involvement in charitable efforts: When gallery employees are involved in these activities, it can boost their morale and job satisfaction.  Contributing to a greater cause gives them a sense of purpose and fulfillment.
• Provides an opportunity to share more diverse messaging across your marketing channels: Engaging in acts of generosity allows the gallery to communicate a broader range of messages throughout its marketing channels.  It provides an avenue to showcase the gallery’s values, mission, and commitment to social responsibility.

Applying Generosity as a Gallery Brand Strategy

Generosity begins with listening.  Take the time to hear what artists and art lovers have to say to better understand their needs and desires.  Listening shows that you value their perspective.  Their feedback will guide you in selecting how you might express generosity as an element of your gallery’s brand strategy.

Here are a few ideas to consider when implementing generosity as part of your brand strategy.  To maximize the impact, consider adopting multiple ways to support your chosen cause throughout the year.

• Become known for supporting a charitable organization through one or more of the following actions.
• Host an annual fundraiser.
• Serve on local charity boards.
• Sell event tickets to support your contributions
• Promote the cause within your network to raise awareness in the community
• Donate a percentage of every artwork sale
• Offer your gallery space for events and meetings related to the cause
• Encourage gallery staff to volunteer their time
• Be more socially responsible, co-donating to causes that your clients also care about
• Make changes to the way the gallery operates to be more environmentally sustainable.
• Establish a gallery random acts of kindness program
• Support your artists, clients, staff, and community by sharing their accomplishments on social media and in your newsletter when appropriate.

This list can go on and on.

Your ongoing contributions will give your gallery an incredible story to share, attracting new gallery advocates, enhancing your reputation, and ultimately increasing profitability.  These personalized gestures of generosity foster brand loyalty and a culture of collaboration among your staff. Encourage the exchange of ideas and expertise.  When your team feels valued, they contribute passionately to the gallery’s success.

To the Point

If there’s one valuable lesson we have gleaned from the unprecedented challenges of the 2020 pandemic, it is the undeniable importance of our community’s resilience and mutual support.  This realization holds true for both our personal well-being and professional accomplishments.

Your gallery’s patrons are increasingly inclined to lend their support to galleries that actively practice generosity.  The act of giving not only brings about a sense of fulfillment but also satisfies our innate need for connection and compassion.  By embodying a spirit of generosity, your gallery can unlock new opportunities to expand its presence within the community and foster meaningful dialogues centered around your core values.

This genuine display of generosity serves as a catalyst for building lasting relationships with art enthusiasts and buyers.  It establishes a foundation of trust and goodwill, positioning your gallery as a beacon of positivity and empathy.

Let your acts of kindness drive your gallery’s growth and impact within the community.  This can lead to exciting opportunities, referrals, and increased sales.

 

Are you already involved in supporting a worthy cause?  I would love to hear about your cause and how your gallery got involved.  Post a comment and brag a little.  One Gallery Fuel client recently opened a new gallery in New York where her business model centers on supporting humanitarian causes.  Very exciting. 

 

 

Did this article add fuel to your gallery business?