On Thursday 22 October, artists and arts organisations across Australia will come together for AusArt Day – a national celebration of creativity and collective action to show our collective appreciation for those who bring creativity into our lives. 

The opportunity, however, extends well beyond the 12-hour campaign. 

A successful giving day is not simply about reaching a fundraising target. It is an opportunity to introduce your work to new people, deepen relationships with existing supporters and create a pipeline of future donors. For many artists and organisations, the people who discover you through AusArt Day could become supporters for years to come. 

So, as you prepare your campaign, think beyond 22 October. How will you turn a day of giving into a year of relationships? 

1. Look beyond the donation 

A donor is more than a transaction. 

Someone who gives $25 on AusArt Day has demonstrated something important: they care enough about your work to act. They may be a long-time audience member, a friend of an artist, a first-time supporter or someone who has only just discovered your work. 

Take the opportunity to learn a little more about who is engaging with your campaign. 

Where appropriate, capture useful information such as names, email addresses, interests and how someone came to support you. Pay attention to who is sharing your campaign, introducing others to your work or engaging with your content (they may be future advocates or donors even if they don't make a financial contribution on the day). 

The goal isn't to collect as much data as possible. It is to understand your community better so that you can build relationships with people in meaningful and respectful ways. 

2. Make your ‘thank you’ count 

Your ‘thank you’ is the beginning of the relationship – not the end of the campaign. 

A prompt, personal acknowledgement can make a significant difference. Don't simply send a receipt and move on. Tell supporters what their contribution means and why you are grateful that they chose to support your work. 

Where possible, make your thanks personal. A short video from an artist, a message from the creative team, a photograph from behind the scenes or a glimpse of what their support will make possible can create a stronger connection than a generic email. 

And don't stop after the first thank you. Keep supporters updated as your project progresses. Let them see the work they helped make possible. 

3. Give donors a reason to stay connected 

People are more likely to remain engaged when they understand the difference their support makes. 

Think about what you can share after AusArt Day that gives supporters a sense of being part of something. 

That might be an invitation to a rehearsal, an update from an artist, a first look at new work, an invitation to an event, a story about an audience member whose experience was transformed, or simply a photograph showing the work coming to life. 

These don't need to be elaborate donor communications. The most effective relationship-building can be simple, authentic and regular. 

Think of your supporters as people you want to bring closer to your creative practice, rather than a list of people you will approach when you need to raise money again. 

4. Identify your next conversation 

Not every donor needs the same thing from you. 

Some people may be happy to make a small annual donation. Others may have the capacity and interest to become regular donors, major supporters, sponsors, volunteers, advocates or champions for your work. 

AusArt Day can help you identify those different levels of engagement. 

After the campaign, look at your results and ask: Who are the people we should get to know better? 

Perhaps someone has increased their giving significantly. Perhaps a new donor has a strong connection to your artistic practice. Perhaps an existing supporter has introduced several friends. Or perhaps someone has offered to help beyond making a donation. 

These are signals worth following up with a personal conversation. 

Fundraising is ultimately about relationships, and relationships develop through genuine curiosity, listening and connection. 

5. Keep the conversation going 

The biggest mistake is to disappear after the campaign. 

Plan your follow-up before AusArt Day arrives. Consider what you want your supporters to hear from you in the first week, first month and first three months after the campaign. 

Your communications don't always need to ask for money. In fact, they shouldn't. 

Share your progress. Celebrate milestones. Invite people into your creative world. Acknowledge their role in making the work possible. Tell stories about artists, audiences and communities. 

Then, when the time is right to make another ask, you are speaking to someone with whom you have an established relationship – not starting from scratch. 

6. Measure more than money 

Of course, the amount raised matters. But it is only one measure of a successful AusArt Day campaign. 

Also look at the number of new donors you attracted, who engaged with your campaign, what channels worked, which stories resonated and which relationships you want to develop further. 

Creative Australia's AusArt Day reporting already encourages participants to consider the number and type of contributors, including new donors, as well as ongoing donor relationships. 

These insights can become valuable intelligence for your wider fundraising strategy. 

Make 22 October the beginning, not the end 

AusArt Day is designed to increase the visibility of arts philanthropy, engage new audiences and donor communities, and build fundraising capability across the sector. 

That means the real value of the day may not be fully visible on the day itself. 

A new donor today could become a regular donor next year. A regular donor could become a major supporter. A new audience member could become an advocate. A single introduction could open the door to an entirely new community of supporters. 

So, as you plan your 12-hour campaign, ask yourself one more question: What relationship do we want to begin on AusArt Day – and where could it take us over the next year? 

Because the most successful giving day isn't simply the one that raises the most money. It is the one that leaves you with more people who believe in your work, understand its value and want to be part of its future. 

By Gillian Mercer, Director Buisness Development and Partnerships.

Find more information on AusArt Day. 

Register here to take part on AusArt Day 2026.