It's a Given: Tracking the importance of private giving and sponsorship to key organisations (2010)

8/3/2019 It's a Given: Tracking the importance of private giving and sponsorship to key organisations (2010)

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Its a given: Tracking the

importance of private giving

and sponsorship to

key organisations

November 2011


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Contents1 Background ................................................................................................. 4

2 Key findings ................................................................................................ 7

3 Research findings ..................................................................................... 10

4 Detailed findings ........................................................................................ 24

Total private sector income ....................................................................... 24

Total private sector income all key organisations ......................... 24

Total private sector income by states and territories .................... 26

Total private sector income by artform ......................................... 29

Total private sector income by company size ............................... 32

Corporate sponsorship income ................................................................... 35

Corporate sponsorship income all key organisations ................... 35

Corporate sponsorship income by states and territories............... 36

Corporate sponsorship income by artform ................................... 38

Corporate sponsorship income by company size ......................... 40

In-kind corporate sponsorship .................................................................... 42

In-kind corporate sponsorship all key organisations ..................... 42In-kind corporate sponsorship by states and territories ................ 43

In-kind corporate sponsorship by artform ..................................... 44

In-kind corporate sponsorship by company size .......................... 45

Number of corporate sponsorships ............................................................. 46

Number of corporate sponsorships all key organisations ............. 46

Number of corporate sponsorships by states and territories ........ 48

Number of corporate sponsorships by artform ............................. 50

Number of corporate sponsorships by company size ................... 52

Private giving ............................................................................................. 54

Private giving all key organisations .............................................. 54

Private giving by states and territories ......................................... 55

Private giving by artform .............................................................. 57

Private giving by company size .................................................... 59

Foundations and trusts ............................................................................... 61

Foundations and trusts all key organisations ............................... 61Foundations and trusts by states and territories ........................... 62


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Foundations and trusts by artform ............................................... 63

Foundations and trusts by company size ..................................... 64

Number of private givings ........................................................................... 65

Number of private givings all key organisations ........................... 65

Number of private givings by states and territories....................... 66

Number of private givings by artform ........................................... 68

Number of private givings by company size ................................. 70

Events and other fundraising activities ....................................................... 72

Events and other fundraising activities all key organisations ........ 72

5 Appendices ................................................................................................ 75

Appendix 1 Total private sector income all key organisations

(including MCA capital works fundraising campaign) ...................... 75

Appendix 2 Key organisations (included in the 2010 survey) ....... 77


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1 Background

Introduction

The Australia Council for the Arts has been monitoring the performance of the artssector in attracting private sector support in different ways for some time. Thepurpose of this report is to track and analyse levels of private sector income ofAustralia Council funded key organisations1 for the years 2008 to 2010. It adaptsthe survey of major performing arts companies conducted by AMPAG2, hencecomplementing that surveys findings as well as the private sector support surveyconducted by AbaF3.

132 key organisations that received triennial funding in 2010 have been included inthis years report. A list of the participating organisations can be found at Appendix1.

Specific areas of research include:

How much private sector income has been received by key organisationssince 2008?

What is the proportion of corporate sponsorship compared to other sourcesof private sector income?

Has the amount of corporate sponsorship received by key organisationschanged in comparison to private giving?

What proportion of total turnover is made up of private sector support?

How much corporate sponsorship has been received by key organisationssince 2008?

How much corporate sponsorship is received in the form of in-kind support?

How much private giving has been received by key organisations since2008?

How much private giving is received from foundations and trusts?

Has the number of sponsorships and donations increased or decreasedsince 2008?

How much is generated from fundraising events?

For each of the above focus questions, findings are presented initially by totalsector, followed by state and territories, artform and by company size. Details ofwhich data group each company belongs to can be found at Appendix 2.

1 A key organisation is an organisation that receives multi-year funding from an artform board. Key organisationsexclude companies designated as Major Performing Arts companies.2 The survey was conducted by Sue Procter for the Australia Council. She has adapted the survey that sheconducts on behalf of AMPAG (Australian Major Performing Arts Group www.ampag.com.au) with their support andco-operation.3Australia Business Arts Foundation www.abaf.org.au


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MethodologyThe report will be updated annually, applying a consistent approach to datacollection and analysis. Over time this will build a picture of the trends in privatesector support to these key organisations that can be used by the organisations andthe Council for strategic planning and evaluation.

A three-phased approach has been developed to meet the requirements of thisstudy:

1. Annual report analysis: The 20082010 audited accounts of the 132reviewed organisations were used to capture key financial informationrelating to private sector income. The audited accounts were also used toestablish each companys turnover4 and net assets.

2. Company feedback: The financial information from phase one was enteredinto a template and forwarded to all participating companies with a requestto review and confirm. In addition, participating companies were requestedto provide information on the costsof raising corporate sponsorship and

private giving as well as provide indication of the numberof sponsorshipsand donations they had received since 2008.

3. Data analysis and report preparation: Sixty eight companies (52 percent)provided phase two feedback. This information, along with the informationcompiled in phase one has been used as the basis for the following report.

Financial information

Each company has provided an explanation for any financial information containedin this report that deviates materially5 from results presented in their annual reports.Three main types of derivation have been noted:

1. The Museum of Contemporary Art (MCA) has run a very successful andhighly publicised capital works campaign, raising funds for the constructionof a new wing to its gallery. The level of success of this campaign is of suchmagnitude that it has materially affected all results. Consequently, the capitalworks campaign of the MCA have been excludedfrom the figures presentedin the report. Total sector results including the capital works campaign of theMCA has been presented at Appendix 1.

2. Fourteen companies reported that they do not include in-kind income intheir annual report results but have included in-kind data in this report.

3. Ten companies apply different classification criterion in their annual report.For example, fundraising events are reported in gross rather than net terms

and donation income is not separately disclosed, but included as part ofother revenue.

Key terminology

Private sector income means total corporate sponsorship, private givingand net fundraising income. It does not include income received fromticket/box office sales.

Private giving means revenue from a private source and includes donationincome as well as donations or grants received from foundations and trusts.

4 Total income5 Materiality has been set at 10 percent


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Corporate sponsorship relates to both cash and in-kind support paid to anorganisation in return for advertising/naming rights.

Fundraising events includes fundraising dinners, raffles, auctions etc.

Large companies are those with a turnover greater than $2m in 2010.

Medium companies reported turnover between $800k and $2m in 2010.

Small companies generated less than $800k in turnover in 2010.

Literature companies include those funded by the Literature Board andthose companies that have a primary publishing function for exampleArtlink and Eyeline Publishing Ltd.

Cross-artform companies are those who incorporate multiple artforms aspart of their primary function. For example, The Performance Space deliversan artistic program that incorporates visual arts, dance and theatre.


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2 Key findings

The key findings of this report are as follows:

The audited financial statements of the 132 key organisations were used as

the basis for the financial information.

Of these 132 companies, 68 provided additional information relating to the

number of sponsorships and donations received.

The 132 key organisations received $60.7m in private sector income in 2010

of which $35.8m related to a one-off capital works fundraising campaign of

the Museum of Contemporary Art. Total private sector income in 2010

(excluding the MCA capital works campaign)was $24.9m.

There has been a modest increase in private sector income as a

percentage of turnover. In 2010, private sector income made up 15

percent of total turnover6 of key organisations. In 2009, private sector made

up 12 percent of total turnover.

The distribution of private sector income was not even across key

organisations. The top 10 private sector income generators make up 67

per cent of total revenue earned. Eighteen companies (14 percent) of 132

companies examined reported receiving no private sector at all in 2010.

The $13.6m received as corporate sponsorship in 2010 made up 55

percentof total private sector income almost double 2009 levels.

Much of the reported increase in corporate sponsorship was due to a $4.2m

increase in in-kind support. In 2010, cash sponsorship increased $2.4m

on 2009 levels.

Private giving has remained steady, while corporate sponsorship has

increased. In 2010, $10.7m was received as donations and/or foundation

and trust support up 2.3 percent on 2009.

Only three years of data have been examined in this inaugural report,making long-term trends difficult to accurately determine. Many of thereported fluctuations are due to a spike in earnings of single companies.Whether these spikes are part of the normal cycle of private sectorgiving/sponsorship for the sector or aberrant cannot be determined at thispoint. Some of the data spikes include:

6 Total income


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- $1.6m increase in private sector support for South Australiancompanies is due to the inclusion of substantial in-kind support of asingle company.

- The reported $1.7m drop in private sector support for Victoriancompanies is due to one Victorian company running a substantial

fundraising campaign in 2008 to purchase a building.- The recent surge in West Australian corporate sponsorship earnings

is due to one company gaining very substantial corporatesponsorship support from a major mining company.

Noting that the underlying data may be affected by aberrant results of single

companies, some possible trends that are emerging from the data include:

- WA companies are reporting the strongest growth in corporatesponsorship. They are however less successful in securing privategiving.

- NSW companies receive the highest level of private giving at anaverage of $183k per company however have not been able tosubstantially lift earnings from this source since 2008.

- Private giving has declined for Victorian companies. Corporatesponsorship has remained at a low and static level.

- Companies from the Northern Territory receive the highest proportionof private giving from foundation and trusts (as opposed to individualdonations).

- Visual arts companies dominate the results with the 40 participating

companies making up $14.9m or 60 percent of the sector earnings.- Dance, theatre and literature companies report significantly lower

levels of private sector income compared to music, visual arts and, toa lesser extent, cross-artform companies.

- Music companies reported the lowest proportion of private givingfrom foundations and trusts. Seventy nine percent of private giving isreceived from individual donations for this artform.

Sixty eight companies provided data on the number of sponsorships/private

givings secured:

- The number of sponsorship secured by the 68 key organisations hassteadily increased since 2008. In 2010, these 68 companies reportedsecuring 524 sponsorships.

- Despite the low level of corporate sponsorship income ($0.8m),Victorian companies reported the highest number of corporatesponsorships (150). Queensland also reported a relatively highnumber of sponsorships (127) to a low level of income ($0.5m). Theirresults contrast with NSW companies who reported raising $4.9mwith 145 sponsorships.

- The number of donations/private givings reported by the 68

companies increased by 515 on 2009 level. In 2010, these 68companies reported securing 2,677 donations/private givings.


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- Music and theatre companies both reported relatively high numbersof donations/private givings (967 and 703 respectively) and relativelylow income levels ($1.2m and $1.1m). These results contrast with thevisual arts companies who reported raising $4.2m with 658 privategivings.


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3 Research findings

Key organisations received $60.7m in private sector income in 2010 an increaseof $42.2m or 228.1 percent on 2009 levels and $41.3m or 212.8 percent on 2008levels.

The very substantial increase in 2010 is due to the capital works fundraisingcampaign of the Museum of Contemporary Art. As the intention of this survey is totrack long-term trends in private sector earnings, the MCAs substantial one-offcapital works fundraising campaign has been excluded from the research findingspresented below.

Excluding the capital works fundraising campaign of the MCA, key organisations

received $24.9m in private sector income in 2010 an increase of $6.9m or 38.1percent on 2009 levels and $5.9m or 31.4 percent on 2008 levels.

Exhibit A: Total private sector income key organisations: 20082010

$18.9 $18.0

$24.9

0

5

10

15

20

25

30

2008 2009 2010

$m


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In 2010, private sector income made up 15.4 percent of the total turnover7 of keyorganisations the highest ratio over the review period.

Exhibit B: Ratio of private sector income to turnover key organisations: 20082010

Of the total $24.9m reported in 2010, $13.6m (55 percent) was received in the formof corporate sponsorship, $10.7m (43 percent) was from private giving and a netamount of $0.6m (2 percent) was raised from fundraising events.

Exhibit C: Sources of revenue key organisations: 2010

Key organisations reported an increase of $6.6m or 94.1 percent in corporatesponsorship earnings in 2010. This increase was not universal across all companies.Forty nine of the 132 examined organisations reported a $7.3m increase in earningsin 2010, 48 reported no change and 35 companies (26.5 percent) collectivelyreported earning $0.7m less in 2010 compared to 2009.

7 Turnover is total income. An increase in the proportion of private sector income to turnover implies two things:(1) an increased success rate in securing private sector income(2) an increased reliance on private sector income to meet operational needs.

15.4%

12.2%

13.6%

0% 5% 10% 15% 20% 25%

2010

2009

2008

2%

43% 55%

Even ts(net) Private giving Sp on sorship


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Exhibit D: Corporate sponsorship key organisations: 20082010

Private giving has remained steady, while corporate sponsorship has increased. In2010, key organisations received $10.7m an increase of $0.2m or 2.3 percent on2009 levels and a fall of $0.4m or 3.2 percent on 2008 levels. Fifty one of the 132examined organisations collectively reported a $2.9m increase. Twenty threecompanies reported no change and 58 companies (43.9 percent) reported a $2.7mdecrease in private income in 2010 compared to 2009.

Exhibit E: Private giving key organisations: 20082010

$7.5 $7.0

$13.6

0

2

4

6

8

10

12

14

16

2008 2009 2010

$m

$11.1$10.5 $10.7

-1.0

1.0

3.0

5.0

7.0

9.0

11.0

13.0

15.0

2008 2009 2010

$m


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Analysis by states and territories

The following table provides a summary of total private sector income in 2010 bystates and territories:

Exhibit F: Total private sector income

by states and territories: 2010

Australian Capital Territory

Total private sector income in 2010 for the six companies from the AustralianCapital Territory was $0.5m an increase of $76k compared to 2009 results and$481k on 2008 results. The reported jump in earnings in 2009 was due to theresults of one company. As this company dominates the results of both 2009 and2010, no additional analysis is provided.

New South Wales

Total private sector income in 2010 for the 34 New South Wales companies was$11.5m an increase of $2.7m compared to 2009 results and $1.8m on 2008results. This reported increase was not universal across all NSW companies.

Fifteen companies or 44 percent reported receiving $4.6m more from private sectorincome in 2010 compared to 2009. Of these 15 companies, two companies madeup more than 80 percent of the result. Similarly, of the 17 companies who receivedless from private sector income in 2010, one company made up more than 65percent of the decrease.

NSW companies received $5m in corporate sponsorship income in 2010 morethan double the 2009 result and up 28.4 percent on 2008 levels. This increase wasdominated by the results of three companies. These companies reported acombined increase in corporate sponsorship of $2.7m with $2.3m relating to anincrease in in-kind support. The remaining 31 companies reported a collectivedecrease of just $8k in 2010 compared to 2009.

NSW companies reported the highest level of private giving of the sector at $6.2mor an average of $183k per company. The distribution of earnings however was noteven across these companies. Only five of the 34 companies examined reported

ACT(6) NSW(34) NT(9) QLD(18) SA(19) TAS(5) VIC(29) WA(12)

Corporate sponsorships $0.4 $5.0 $0.4 $0.6 $2.4 $0.1 $1.0 $3.7

Fundraising events $0.0 $0.3 $- $0.1 $0.0 $0.0 $0.1 $0.0

Private giving $0.1 $6.2 $0.7 $0.7 $0.8 $0.1 $1.6 $0.5

$m


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earning more than the $183k average. While NSW companies reported only amodest $51k increase on 2009 results, the 2010 result may have been partiallyaffected by regular donors of the MCA diverting support to the capital worksfundraising campaign. It is important to note that the result is also partially affectedby the two-year cyclical operations of another company that resides in NSW.

Northern Territory

Total private sector income in 2010 for the nine Northern Territory companies was$1m an increase of $204k compared to 2009 and $742k on 2008 results. Whilethis result is partially affected by two companies providing no 2008 data (driving thejump in earnings in 2009), five other companies have reported increases in privatesector support in 2010 compared to 2008.

Five companies reported receiving $362k in corporate sponsorship income in 2010,an increase of $121k on 2009 levels.

NT companies reported $673k in private giving in 2010 or an average of $74.8k

per company. This was the second highest reported average for the sector

8

(refexhibit G). NT companies additionally reported that 94.1 percent of private givingwas received from foundations and trusts more than any other group of the sector.

Queensland

Total private sector income in 2010 for the 18 Queensland companies was $1.4m an increase of $250k compared to 2009 and $264k on 2008 results. Queenslandcompanies have reported receiving an average of just $77k per company in privatesector income the second lowest result (behind Tasmania) of the other states andterritories.

Queensland companies have reported securing $641k in corporate sponsorship

income in 2010, up $130k on 2009 and $49k on 2008 results. The 2009 result isprimarily due to the result of a single organisation attracting significant sponsorshipincome for the first time. The underlying data shows considerable movementbetween the other 17 companies, suggesting that a set number of sponsors maymigrate from one company to another. More investigation into which corporatesponsors provide support to each of the Queensland companies is required toproperly interpret this possible trend.

8 NSW companies reported the highest average


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Exhibit G: Average private giving by states and territories: 20082010

In addition to the amount of total corporate sponsorship income received, the nineQueensland companies that provided data relating to the number of corporatesponsorships also revealed interesting results. These companies reported that 127corporate sponsorships were secured to raise just $0.5m in income. In contrast, theNSW companies9 reported securing 145 corporate sponsorships to raise $4.9m.The data therefore indicates that Queensland key organisations have to workextremely hard to attract relatively small amounts of corporate sponsorship income.

Queensland companies reported receiving $677k in private giving in 2010 up $57kon 2009 results and $152k on 2008. This reported increase was relativelywidespread with only four of the 18 companies reporting receiving less from privategiving in 2010 compared to 2008.

South Australia

Total private sector income in 2010 for the 19 South Australian companies was$3.2m up a substantial $1.6m on both 2008 and 2009 results. This result was dueto an increase in in-kind sponsorship of a single company10.

SA companies have reported receiving $825k in private giving in 2010 up $146k

on 2009 and $223k on 2008 results. This increase was not widespread and wasdriven primarily by the results of a single organisation. Of the remaining 18companies, nine companies reported a $17k decrease in earnings, sevencompanies reported a collective $46k increase and two companies reported nochange.

Tasmania

The five Tasmanian companies generated $182k in private sector income in 2010the lowest of the sector. This result was $69k up on 2009 results, but $21k less thanamounts received in 2008.

9 20 NSW companies provided data on the number of corporate sponsorships secured.10 The magnitude of this in-kind sponsorship is of such scale that it has impacted on the overall corporatesponsorship amount results of SA. No separate analysis is therefore provided.

$-

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

2008 2009 2010

$'000

ACT

NSW

NT

QLD

SA

TAS

VIC

WA


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Corporate sponsorship income in 2010 for Tasmanian companies was $102k upjust $8k from 2008. This increase was due to a single company reporting earningsfrom this source for the first time. Three of the five companies reported earning lessfrom corporate sponsorship in 2010 compared to 2008.

Private giving appears to have stagnated in Tasmania. In 2008 three companies

reported receiving $109k. In 2010, only two companies received a collective $62ka fall of 43.1 percent.

Victoria

Total private sector income in 2010 for the 29 Victorian companies was $2.7m adecrease of $26k compared to 2009 results and a substantial decline of $1.7m on2008 results. The reported decrease from 2008 was primarily due to private givingresults of a single organisation11. However it is important to note that the relativelymodest decrease ($26k) in 2009 masks a more turbulent outcome present in theunderlying data. Of the 29 companies, 16 companies collectively reported adecrease of $679k in private sector support in 2010 compared to 2009. Only 11

companies secured more private sector support over the same period.

Victorian companies are, in general, struggling to generate significant corporatesponsorship income. Only 17 of the 29 companies received corporate sponsorshipincome in 2010. Of these 17 companies, 10 reported earning less than $25k.Despite these relatively low numbers, Victorian companies12 reported securing themost number of corporate sponsorships of the sector at 150. While the number ofsponsorships secured was relatively high, this did not translate to high levels ofincome. These companies reported generating just $821k in 2010 contrastingsharply with the NSW result13.

Exhibit H: Number of corporate sponsorships compared to income received

bystates & territories: 2010

11 This company ran a substantial one-off fundraising campaign to purchase a building in 2008.12 15 of the 17 companies receiving corporate sponsorship income provided information relating to the number ofsponsorships. Total corporate sponsorship income for Victorian companies in 2010 was $979k.13 The 20 NSW companies that provided data on the number of corporate sponsorships reported securing 145sponsorships and generating $4.9m.

$4.9

$0.5 $0.6

$0.8

145

16

127

60

11

150

15

0

20

40

60

80

100

120

140

160

0

1

2

3

4

5

6

NSW (20) NT (3) QLD (9) SA (12) TAS (3) VIC (17) WA (3)

Tota

l#ofsponsorships

Totalsponsorship$m


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A similar, though less pronounced pattern is noted with private giving. In 2010, 19 ofthe 29 Victorian companies reported receiving $1.6m in private giving a fall of$241k from 2009. This fall was due to the results of 14 companies (who collectivelyreported a $541k decrease in income) partially offset by reported increases of$300k of nine companies.

Western Australia

West Australian companies have reported the highest increase of private sectorincome over the review period. This result was driven by a significant increase in theamount these 12 companies have secured in corporate sponsorship. It is importantto note however that this reported increase in revenue was not universally enjoyedby all examined WA companies. Only eight of the 12 companies received corporatesponsorship in 2010 with four of these companies reporting a decrease in supportcompared to 2009. The substantial surge in income was due to the result of a singlecompany receiving significant support from a major mining company.

Exhibit I: Average corporate sponsorship by states and territories: 20082010

It is interesting to note that WA companies have reported one of the lowest levels14of in-kind support with 99.2 percent of total corporate sponsorship received ascash. Most other states and territories report about half of their total corporatesponsorship being received as in-kind support. More analysis is required toascertain whether this low level of in-kind support has led to an understatement ofcorporate sponsorship for the state, or whether WA corporations support keyorganisations differently to other states.

WA companies appear to be less successful in securing private giving compared tocorporate sponsorship. In 2010, the 12 examined companies reported securing$520k. Six companies reported receiving less than $5k, with distribution across theremaining six companies relatively even. The reported increase of $205k on 2009results was reasonably widespread with only two of the 12 companies receivingless from private giving in 2010 compared to 2009.

14 The lowest level was the ACT who reported 100 percent of corporate sponsorship received as cash.

$-

$50

$100

$150

$200

$250

$300

$350

2008 2009 2010

$'000

ACT

NSW

NT

QLD

SATAS

VIC

WA


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Analysis by artform

The following table provides a summary of total private sector income in 2010 byartform:

Exhibit J: Total private sector income

by artform: 2010

Cross-artform

Total private sector income in 2010 for the 25 cross-artform companies was $3.1m an increase of $444k compared to 2009 results and $1m on 2008 results. Thereported increase in earnings in 2010 was essentially due to the private giving resultof one company.

Only 10 of the 25 cross-artform companies secured corporate sponsorship incomein 2010 reporting only modest ($88k) increase in revenue from this sourcecompared to 2009.

Cross-artform companies received $2.6m in private giving in 2010 up $344k on2009 results and $716k on 2008. Sixteen companies reported receiving privategiving in 2010 however 11 reported earning $374k less in 2010 compared to

2009. Only two companies have reported consecutive increases in private giving inboth 2008 and 2009.

Dance

Total private sector income for the 11 dance companies was $677k in 2010. Whilethere was an increase of $159k on 2009 and $217k on 2008 levels, they deliveredthe lowest average earnings of all artform categories.

Corporate sponsorship income in 2010 for dance companies was $381k up $67kfrom 2008. This increase was primarily due to one company securing a substantialcorporate sponsorship in 2010 and it being partially offset by decreased earnings

reported by another company. Dance companies reported securing 85 corporatesponsorships in 2010 indicating that these companies have had to work extremelyhard to secure the very modest level of income.

Cross-artform (25)

Dance (11) Literature (8) Music (16) Theatre (32)Visual arts

(40)

Corporate sponsorships $0.5 $0.4 $0.1 $1.7 $0.9 $9.9

Fundraising events $0.0 $0.0 $0.0 $0.1 $0.1 $0.3

Private giving $2.6 $0.3 $0.5 $1.4 $1.3 $4.7

$m


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Exhibit K: Number of corporate sponsorships compared to income received byartform: 2010

While dance companies reported receiving less from private giving in 2010compared to corporate sponsorship ($276k compared to $381k), reported gains aremore evenly distributed. Only eight companies received corporate sponsorshipincome, with two companies making up over 60 percent of the total. In contrast, nineof the 11 companies reported receiving more from private giving in 2010 comparedto 2008.

Literature

Total private sector income for the eight literature companies was $629k anincrease of $157k on 2009 levels. The reported $364k increase on 2008 levels wasthe largest proportional increase across the sector at 137.3 percent, however thisincrease came off a low base. Literature companies along with dance and theatrecompanies report significantly lower levels of average earnings compared to otherartforms.

Literature companies received significantly more corporate sponsorship in the formof in-kind support compared to all other artforms. In 2010, literature companiesreported receiving $116.8k in-kind support or 80.9 percent of their total corporatesponsorship income.

Music

Total private sector income for the 16 music companies was $3.3m an increase ofjust $39k on 2009 levels, but a $1.4m increase in 2008. In 2010, music companiesreported that at 20.2 percent private sector income made up the highestproportion of total turnover of all artforms.

Music companies have reported the lowest level of in-kind support with 83.6percent of total corporate sponsorship received as cash. Most other artforms15reported receiving a greater proportion of their total corporate sponsorship as in-kind support. More analysis is required to ascertain whether this low level of in-kind

support has led to an understatement of corporate sponsorship for this artform, or

15 Cross-artform companies also reported a high proportion of cash (73 percent).

$0.3$0.4

$1.2$0.8

$4.8

28

85

144

67

200

0

50

100

150

200

250

0

1

2

3

4

5

6

Cross-artform

(8)

Dance (11) Music (11) Theatre (23) Visual Arts (14)

Total#ofsponsorships

Totalsponsorship$m


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whether corporations that support music companies do so differently to otherartforms.

Music companies have also reported the lowest proportion of private giving beingreceived from foundations and trusts. In 2010, these companies reported thatfoundations and trusts made up 21.5 percent of total private giving contrasting

from the results of dance (70.8 percent), literature (72.4 percent) and cross-artform(84.6 percent) companies.

Fewer foundations and trusts supporting music companies may account for therelatively high number of donations/private givings reported by these companies. In2010, the 11 companies providing data reported securing 967 the highest of thesector. Despite this, these companies received only $1.2m contrasting sharplywith visual arts companies.

Exhibit L: Number of private givings compared to income received by artform: 2010

Theatre

Total private sector income for the 32 theatre companies was $2.3m an increaseof $506k on 2009 levels16. Seventeen companies reported earning $733k more in2010 compared to 2009. Thirteen companies however reported a $227k decrease.

Theatre companies, along with dance and literature companies, earn substantiallyless on average in private sector income when compared to cross-artform, musicand particularly visual arts companies (ref exhibit M).

Theatre companies reported an increase in corporate sponsorship income of $267kin 2010. This increase was primarily due to one company including in-kind income intheir financial data for the first time.

16 The 2008 result for theatre companies was unusually high due to a one-off fundraising campaign to purchase abuilding. Consequently only analysis against 2009 figures is presented.

$0.4 $0.3

$1.2 $1.1

$4.2

148

201

967

703658

0

200

400

600

800

1000

1200

0

1

1

2

2

3

3

4

4

5

Cross-artform

(8)


Total#ofprivategivings

Totalprivategiving$m


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Exhibit M: Average private sector income by artform: 20082010

Visual arts

Private sector income is dominated by the results of visual arts companies. In 2010,the 40 participating companies received $14.9m17 in private sector income makingup 60 percent of the entire sector. While the amount raised is partially due to thenumber of companies, average results for visual arts companies are alsosubstantially greater (ref exhibit M). The average results are substantially greaterdue to threecompanies achieving significantly higher results in this area than anyother key organisation.

Analysing the underlying data reveals that five companies drive the overall result forthis artform. In 2010, these companies18 made up 86.5 percent of total income forthe visual arts.

Much of the reported increase in visual arts private sector income stemmed fromincreases in corporate sponsorship. Visual arts companies have increased revenuefrom this source by $5.9m in 2009 however it is important to note that fourcompanies make up 98.3 percent of this increase.

Private giving has declined. The 37 visual arts companies reported receiving $302kless in 2010 compared to 2009. This decline was relatively widespread with 28 ofthe 37 companies reporting reduced earnings or no change.

17 Excluding the $35.8m capital fundraising campaign income generated by the MCA (ref Appendix 1).18 It is important to note that one of these companies reported a significant increase in their earnings in 2010 due tothe inclusion of very substantial in-kind support.

$-

$50

$100

$150

$200

$250

$300

$350

$400

2008 2009 2010

$'000

Cross-artform

Dance

Literature

Music

Theatre

Visual arts


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22

Analysis by company size

The following table provides a summary of total private sector income in 2010 bycompany size:

Exhibit N: Total private sector income

by company size: 2010

Large

Total private sector income in 2010 for the 14 large companies was $14m anincrease of $5.6m compared to 2009 and $5.2m on 2008 results. This reportedincrease was primarily due to the results of three companies. These threecompanies each reported increases in excess of $1.5m. Two companies reported asubstantial increase in in-kind support and one company secured significantcorporate sponsorship support.

In 2010 total corporate sponsorship for large companies was $9.6m up $5.7m on2009 results and $4.8m on 2008 levels. The increase was due primarily to the threecompanies reported above. Of the remaining 11 companies, four companiesreported earning less in 2010 compared to 2009, four reported minimal/no changeand three companies increased earnings.

Large companies received $14k less from private giving in 2010 compared to 2009.The underlying data suggests that this may be due to regular donors of the MCAmigrating to their capital fundraising campaign in 2010. Ignoring the impact of theMCA reveals that five large companies reported received $1.1m more in 2010compared to 2009 and eight companies received $161k less.

Large companies received proportionally less from foundations and trusts comparedto medium and small companies. Large companies reported that foundation andtrust revenue made up 34.6 percent of total private giving in contrast with medium(60.7 percent) and small (69.5 percent) companies.

Large (14) Medium (52) Small (66)

Corporate sponsorships $9.8 $2.4 $1.4

Fundraising events $0.2 $0.3 $0.1

Private giving $4.0 $4.8 $1.9

$m


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23

Medium

Total private sector income in 2010 for the 52 medium companies was $7.9m anincrease of $0.9m compared to 2009 but just $167k on 2008 results. This reporteddecrease in the 2009 result was primarily due to the private giving result of a singlecompany19.

Medium companies have increased corporate sponsorship earnings by $566k on2009 results with much of this increase due to one company including in-kindsponsorship in 2010 for the first time.

The 25 medium companies that provided data reported attracting 223 corporatesponsors in 2010. Despite this relatively high number, only $1.7m in corporatesponsorship income was generated.

Exhibit O: Number of corporate sponsorships compared to income received bycompany size: 20082010

Medium companies received $5.1m in private giving in 2010 up $226k on 2009,but down $983k on 2008 results. It is important to note that the relatively modestincrease ($226k) in 2009 masks a more turbulent outcome present in the underlyingdata. Of the 52 medium companies, 28 companies collectively reported a decreaseof $1.1m in private sector support in 2010 compared to 2009. Only 19 companiessecured more private sector support over the same period.

Small

Total private sector income in 2010 for the 66 small companies was $3.1m anincrease of $364k compared to 2009 and $615k on 2008 results.

In 2010, of the 66 small companies, only 34 reported securing any corporatesponsorship at all. Of this, only seven companies reported earning more than $50k.From the table above, small companies, like medium companies, are workingextremely hard to secure sponsorships for relatively little gain.

In 2010, small companies received just $1.6m in private giving. Small companiesare marginally more successful in securing private giving compared to corporatesponsorship. In 2010, 44 companies received some form of private giving, with only

13 of these companies reported receiving amounts over $50k.

19 One company ran a substantial one-off fundraising campaign to purchase a building.

4.8

1.7

1.0

139.1

223.0

162.0

0

50

100

150

200

250

0

1

2

3

4

5

6



Totalsponsorship$m


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24

4 Detailed findings

Total private sector income

Total private sector income all key organisations

How much private sector income has been received by key organisationssince 2008?

Key organisations received $24.9m20

in private sector income in 2010 an increaseof $6.9m or 38.1 percent on 2009 levels and $5.9m or 31.4 percent on 2008 levels.

Exhibit 1: Total private sector income key organisations: 20082010

What is the proportion of corporate sponsorship compared to other

sources of private sector income?

In 2010, total private sector income was made up of 55 percent corporatesponsorship, 43 percent private giving and 2 percent was raised from fundraisingevents.

20 Note this excludes the capital works campaign of the Museum of Contemporary Art. Total corporate sponsorshipand private giving for the sector including income generated by the MCA can be found at Appendix 1.

$18.9 $18.0

$24.9

0

5

10

15

20

25

30

2008 2009 2010

$m


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25

Exhibit 2: Sources of revenue key organisations: 2010

Has the amount of corporate sponsorship received by keyorganisations changed in comparison to private giving?

Since 2008, the proportion of corporate sponsorship income has increasedcompared to private giving.

In 2008, corporate sponsorship made up 39 percent of total private sector income.In 2010, this had increased to 55 percent.

Exhibit 3: Sources of revenue key organisations: 20082010

What proportion of total turnover is made up of private sector support?

Turnover is the total income generated by a company in a given year. An increasein the proportion of private sector income to turnover implies two things:

1. An increased success rate in securing private sector support.2. An increased reliance on private sector income to meet operational needs.

In 2010, private sector income made up 15.4 percent of total turnover for keyorganisations. In 2009, private sector income made up 12.2 percent, down from the

2008 levels of 13.6 percent.

Exhibit 4: Ratio of private sector income to turnover: 20082010

2%

43% 55%

Events(net) Private g iving Sponsorship

2008

2010

2009

2%

3%

2%

43%

58%

58%

55%

39%

39%

Even ts(net) Private g iving Sp on sorship

15.4%

12.2%

13.6%

0% 5% 10% 15% 20% 25%

2010

2009

2008


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26

Total private sector income by states and territories

How much private sector income analysed by states and territorieshas been received by key organisations since 2008?

Of the reported $24.9m21 private sector income received by key organisations in2010 $11.5m or 46.4 percent was received by companies that reside in NSW.Companies from WA reported 17 percent of total private sector income, SAcompanies, 13 percent, Victorian companies, 10.9 percent, Queensland companies,5.6 percent, NT companies, 4.2 percent, companies from the ACT, 2.2 percent andTasmanian companies, 0.7 percent.

Exhibit 5: Total private sector income by states and territories: 2010

All states and territories except Tasmania and Victoria have reported increasesin private sector income in 2010 compared to 2008. WA companies have reportedthe greatest proportional increase receiving an additional $2.7m in 2010compared to 2008. NSW companies have increased earnings $1.8m since 2008,SA companies, $1.7m, and NT companies $0.7m.

Exhibit 6: Total private sector income by states and territories: 20082010


$0.5

$11.5

$1.0 $1.4

$3.2$0.2

$2.7$4.2

0

2

4

6

8

10

12

14


$m

State

(# companies)

$'000


2008 61 9,783 294 1,120 1,553 203 4,374 1,537

2009 466 8,881 832 1,134 1,585 113 2,725 2,293

2010 542 11,546 1,036 1,384 3,244 182 2,699 4,236

Var '10 - '08 481 1,763 742 264 1,691 -21 -1,674 2,699


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27

NSW companies have essentially maintained their share of the market since 2008.Both WA and SA companies have increased their share up 8.9 and 4.8 percentrespectively. Victorian companies make up proportionally less of the market in 2010compared to 2008 (down from 23.1 to 10.9 percent).

Exhibit 7: Sources of revenue by states and territories: 20082010

What proportion of total turnover by states and territories is made

up of private sector support?

Turnover is the total income generated by a company in a given year. An increasein the proportion of private sector income to turnover implies two things:


In 2010 private sector income made up 15 percent of total turnover for the sector(ref exhibit 4). Analysing this data by states and territories (ref exhibit 8) reveals thatNSW and WA companies report a markedly higher proportion of private sectorincome to turnover.

Exhibit 8: Ratio of private sector income to turnover by states and territories: 2010

2008

2010

2009


25.6%

11.5%

8.0%

9.6%

9.6%

10.7%

20.0%

14.7%

0% 5% 10% 15% 20% 25% 30%

WA

VIC

TAS

SA

QLD

NT

NSW

ACT


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28

Analysing by states and territories, how much has each company onaverage raised in private sector income from 20082010?

West Australian companies received, on average, the highest level of private sectorincome in 2010. NSW companies also reported relatively high levels of averageearnings, but for the first time fell short of the WA result in 2010. SA companies

reported a surge in average earnings in 2010 however this result was due toreported in-kind earnings from a single company. Victorian companies havereported the most significant decline in average earnings falling from $151k in2008 to $93k in 2010.

Exhibit 9: Average private sector income by states and territories: 20082010

$-

$50

$100

$150

$200

$250

$300

$350

$400

2008 2009 2010

$'000

ACT

NSW

NT

QLD

SA

TAS

VIC

WA


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29

Total private sector income by artform

How much private sector income analysed by artform has beenreceived by key organisations since 2008?

Of the reported $24.9m22 private sector income received by key organisations in2010 $14.9 or 59.8 percent was received by the 40 visual arts companies. Musiccompanies reported 13.2 percent of total private sector income, cross-artformcompanies, 12.5 percent, theatre companies, 9.4 percent, dance companies, 2.7percent and literature companies, 2.5 percent.

Exhibit 10: Total private sector income by artform: 2010

All artforms except theatre have reported an increase in earnings from privatesector support in 2010 compared to 2008. Visual arts companies reported thelargest overall increase of $5.1m. Literature companies have more than doubledtheir income up $364k or 137 percent on 2008 levels. Theatre companies reportedearning $2.2m less in 2010 compared to 2008.

Exhibit 11: Total private sector income by artform: 20082010


$3.1$0.7 $0.6

$3.3$2.3

$14.9

0

2

4

6

8

10

12

14

16

Cross-artf orm (25) Dance (11) Literature (8) Music (16) Theatre (32) Visual arts (40)

$m

Art form

(# companies)

$'000

Cross-

artform (25)

Dance

(11)

Literature

(8)

Music

(16)

Theatre

(32)

Visual arts

(40)

2008 2,063 459 265 1,865 4,532 9,739

2009 2,659 518 472 3,233 1,843 9,304

2010 3,103 677 629 3,272 2,327 14,861

Var '10 - '08 1,040 217 364 1,408 -2,205 5,122


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30

Visual arts companies have reported the largest increase in market share up 8.3percent. Music companies have increased 3.3 percent and cross-artform companiesare up 1.6 percent. Theatre companies have lost 14.6 percent of their share of themarket, falling from 23.9 in 2008 to 9.4 percent in 2010.

Exhibit 12: Sources of revenue by artform: 20082010

What proportion of total turnover

by artform

is made up of privatesector support?

Turnover is the total income generated by a company in a given year. A higherproportion of private sector income to turnover implies two things:


In 2010 private sector income made up 15 percent of total turnover for the sector(ref exhibit 4). Analysing this data by artform (ref exhibit 13) reveals that music andvisual arts companies report a markedly higher proportion of private sector incometo turnover than companies from other artforms.

Exhibit 13: Ratio of private sector income to turnover by artform: 2010

2008

2010

2009

Cross-artform (25) Dance (11) Literature (8)

Music (16) Theatre (32) Visual arts (40)

20.0%

7.6%

20.2%

14.3%

6.4%

12.0%

0% 5% 10% 15% 20% 25%

Visual arts

Theatre

Music

Literature

Dance

Cross-artform


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31

Analysing by artform, how much has each company on average raised in private sector income from 20082010?

Visual arts companies receive on average significantly more from private sectorincome compared to all other artforms. This average is substantially greater due tothree companies achieving significantly higher results in this area than any other

key organization. Theatre companies reported a significant drop in average privatesector income in 2009. The very modest increase in 2010 was not sufficient toreturn these companies back to levels reported in 2008.

Exhibit 14: Average private sector income by artform: 20082010

$-

$50

$100

$150

$200

$250

$300

$350

$400

2008 2009 2010

$'000

Cross-artform

Dance

Literature

Music

Theatre

Visual arts


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32

Total private sector income by company size

How much private sector income analysed by company size hasbeen received by key organisations since 2008?

Of the reported $24.9m23 private sector income received by key organisations in2010 $14m or 56.1 percent was received by the 14 large companies. The 52medium companies made up 31.6 percent of total private sector income and the 66small companies received just 12.3 percent.

Exhibit 15: Total private sector income by company size: 2010

All groups reported earning more from private sector income in 2010 whencompared to 2008. Medium companies however reported increasing just 2 percenton 2008 levels.

Exhibit 16: Total private sector income by company size: 20082010


$14.0

$7.9

$3.1

0

2

4

6

8

10

12

14

16


$m

Size

(# companies)

$'000


2008 8,794 7,685 2,445

2009 8,405 6,929 2,695

2010 13,957 7,852 3,059

Var '10 - '08 5,163 167 615


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33

Large companies have increased their market share of private sector earnings upfrom 46.5 percent in 2008 to 56.1 percent in 2010. Small companies have lostground. Medium companies earn proportionally less of total private sector incomedown from 40.6 percent in 2008 to 31.6 percent in 2010.

Exhibit 17: Sources of revenue by company size: 20082010

What proportion of total turnover by size is made up of private

sector support?Turnover is the total income generated by a company in a given year. A higherproportion of private sector income to turnover implies two things:

1. An increased success rate in securing private sector support.2. An increased reliance on private sector income to meet operational

needs.

In 2010 private sector income made up 15 percent of total turnover for the sector(ref exhibit 4). Analysing this data by company size (ref exhibit 18) reveals that largecompanies report a markedly higher proportion of private sector income to turnoverthan medium and small companies.

Exhibit 18: Ratio of private sector income to turnover by company size: 2010

2008

2010

2009


9.6%

11.7%

22.3%

0% 5% 10% 15% 20% 25%

Small

Medium

Large


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34

Analysing by size, how much has each company on average raisedin private sector income from 20082010?

Large companies receive significantly more from private sector income compared tomedium and small companies. Large companies have been able to increase theaverage amount received in 2010, with these companies driving the reported overall

increase in private sector income across the sector. Both medium and smallcompanies reported virtually no change in average earnings from this source since2008.

Exhibit 19: Average private sector income by company size: 20082010

$-

$200

$400

$600

$800

$1,000

$1,200

2008 2009 2010

$'000

Large

Medium

Small


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35

Corporate sponsorship incomeCorporate sponsorship income all key organisations

How much corporate sponsorship income has been received by keyorganisations since 2008?

Key organisations received $13.6m from corporate sponsorship in 2010 anincrease of $6.6m or 94.1 percent on 2009 levels and $6.1m or 81.4 percent on2008 levels.

Exhibit 20: Corporate sponsorship key organisations: 20082010

$7.5 $7.0

$13.6

0

2

4

6

8

10

12

14

16

2008 2009 2010

$m


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36

Corporate sponsorship income by states and territories

How much corporate sponsorship income analysed by states andterritories has been received by key organisations since 2008?

In 2010, companies residing in NSW received $5m in corporate sponsorship andWest Australian companies reported $3.7m. Companies from these two statesdominate the corporate sponsorship market making up 34.8 percent of thenumber of companies reviewed but receiving 63.9 percent of total corporatesponsorship reported by the sector.

Exhibit 21: Corporate sponsorship by states and territories: 2010

All states and territories have reported increases in corporate sponsorship in 2010compared to 2008. Western Australia has reported the greatest proportionalincrease at $2.6m or 230 percent on 2008 levels. South Australia has reported a$1.5m increase, however much of this relates to a single company reporting asubstantial increase in in-kind support. Companies from NSW have increasedcorporate sponsorship by 28.4 percent on 2008 levels.

Exhibit 22: Corporate sponsorship by states and territories: 20082010

$0.4

$5.0

$0.4$0.6

$2.4

$0.1$1.0

$3.7

$-

$1.0

$2.0

$3.0

$4.0

$5.0

$6.0


$m

State

(# companies)

$'000


2008 2 3,876 65 592 876 94 845 1,122

2009 329 2,311 242 511 895 80 667 1,949

2010 409 4,983 363 641 2,386 102 979 3,701

Var '10 - '08 406 1,107 298 49 1,510 8 134 2,579


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37

Analysing by state and territories, how much has each company onaverage received as corporate sponsorship from 20082010?

West Australian companies receive on average the greatest amount of corporatesponsorship. In 2010, WA companies reported generating an average of $308k incorporate sponsorship per company. NSW companies reported the next highest

average at $147k. While SA companies have reported a substantial jump, the resultis affected by a jump in in-kind support of a single company. The remaining statesand territories report similar levels of average corporate sponsorship, ranging from$68k for companies from the ACT to $20k for Tasmanian companies. Victoriancompanies reported an average of $34k

Exhibit 23: Average corporate sponsorship by states and territories: 20082010

$-

$50

$100

$150

$200

$250

$300

$350

2008 2009 2010

$'000

ACT

NSW

NT

QLD

SA

TAS

VIC

WA


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38

Corporate sponsorship income by artform

How much corporate sponsorship income analysed by artform hasbeen received by key organisations since 2008?

In 2010, visual arts companies received $9.9m in corporate sponsorship significantly more than any other artform.

Exhibit 24: Corporate sponsorship by artform: 2010

While all artforms reported earning more from corporate sponsorship in 2010

compared to 2008, the increase reported by visual arts companies dominates theresults. In 2008 visual arts companies reported the highest level of earnings fromcorporate sponsorship compared to all other artforms. In 2010, they consolidatedtheir position and reported a total of $9.9m in income from this source 5.7 timesgreater than music companies the next highest earner. Music companies havemore than doubled income from this source and in 2010 reported receiving $1.7m up $899k since 2008.

Exhibit 25: Corporate sponsorship by artform: 20082010

$0.5 $0.4 $0.1$1.7

$0.9

$9.9

$-

$2.0

$4.0

$6.0

$8.0

$10.0

$12.0

Cross-artform(25) Dance(11) Literature(8) Music(16) Theatre(32) Visual arts(40)

$m

Art form

(# companies)

$'000

Cross-artform (25)

Dance(11)

Literature(8)

Music(16)

Theatre(32)

Visual arts(40)

2008 210 314 86 815 721 5,326

2009 421 251 91 1,567 652 4,003

2010 509 381 144 1,714 919 9,894

Var '10 - '08 299 67 58 899 198 4,568


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39

Analysing by artform, how much has each company on average received as corporate sponsorship from 20082010?

Visual arts companies receive more corporate sponsorship on average than anyother artform. As mentioned already these average results are substantially greaterdue to three visual arts companies achieving significantly higher results in this area

than any other key organization. While visual arts companies and music companiesreported comparable levels in 2009, visual arts companies have significantlyincreased reported earnings in 2010 reporting any average of $247k per company.All other artforms report similar average earnings. In 2010 dance companiesreceived on average $35k, theatre companies $29k, cross-artform $20k andliterature companies $18k.

Exhibit 26: Average corporate sponsorship by artform: 20082010

$-

$50

$100

$150

$200

$250

$300

2008 2009 2010

$'000

Cross-artform

Dance

Literature

Music

Theatre

Visualarts


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40

Corporate sponsorship income by company size

How much corporate sponsorship income analysed by company size-has been received by key organisations since 2008?

In 2010, the 14 large companies received $9.8m in corporate sponsorship. Mediumcompanies collectively reported $2.5m and the 66 small companies received just$1.3m.

Exhibit 27: Corporate sponsorship by company size: 2010

Large companies have increased corporate sponsorship $4.8m or 98.6 percent on2008 levels. Medium companies have reported an increase of $1m or 69 percent on2008 levels, while small companies have increased corporate sponsorship $250k or22.8 percent.

Exhibit 28: Corporate sponsorship by company size: 20082010

$9.8

$2.5$1.3

$-

$2.0

$4.0

$6.0

$8.0

$10.0

$12.0

Large(14) Medium(52) Small(66)

$m

Size

(# companies)

$'000

Large(14)

Medium(52)

Small(66)

2008 4,913 1,466 1,093

2009 4,043 1,893 1,047

2010 9,760 2,459 1,343

Var '10 - '08 4,847 993 250


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41

Analysing by size, how much has each company on average received as corporate sponsorship from 20082010?

Large companies generate substantially more corporate sponsorship income thansmall and medium companies. In 2010, large companies received, on average,$697k per company. In contrast, medium companies reported just $47k and small

companies, $20k.

Exhibit 29: Average corporate sponsorship by company size: 20082010

$-

$100

$200

$300

$400

$500

$600

$700

$800

2008 2009 2010

$'000 Large

Medium

Small


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42

In-kind corporate sponsorshipIn-kind corporate sponsorship all key organisations

How much corporate sponsorship is received in the form of in-kindsupport?

In 2010, $6.4m or 47 percent of the reported $13.6m total corporate sponsorshipwas received in the form of in-kind support.

Exhibit 30: Corporate sponsorship cash and in-kind support: 20082010 (summary)

The proportion of in-kind to cash sponsorship has increased in 2010 up from 31.3percent in 2009 and 39.9 percent in 2008.

Exhibit 31: Corporate sponsorship cash and in-kind support: 20082010 (detail)

$4.5 $4.8

$7.2

$3.0 $2.2

$6.4

$-

$2.0

$4.0

$6.0

$8.0

$10.0

$12.0

$14.0

$16.0

2008 2009 2010

$m

In-Kind

Cash

Cash $'000

Proportion of total

private sector income

In-kind

$'000

Proportion of total

private sector income

2008 4,489 60.1% 2,984 39.9%

2009 4,801 68.7% 2,183 31.3%

2010 7,183 53.0% 6,380 47.0%

Var '10 - '08 2,694 -7.1% 3,396 7.1%


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43

In-kind corporate sponsorship by states and territories

Analysing the data by states and territories, how much corporatesponsorship is received in the form of in-kind support?

The overall increase in in-kind support in 2010 is due to the results of SA and NSWcompanies. The SA result is due to one organisation reporting a very significantincrease in in-kind support. NSW results are affected by several companies. Whilenot the only factor, it is however important to note that the NSW result is partiallyaffected by the two-year cyclical operations of the Biennale of Sydney.

Exhibit 32: Corporate sponsorship cash and in-kind support by states andterritories: 20082010]

State ($'000) 2008 2009 2010

2.4 328.8 408.7100.0% 100.0% 100.0%

0.0 0.0 0.0

0.0% 0.0% 0.0%

1,741.6 1,275.0 1,546.7

44.9% 55.2% 31.0%

2,134.3 1,035.5 3,436.4

55.1% 44.8% 69.0%

30.3 116.0 168.1

46.4% 47.9% 46.3%

35.0 126.4 194.9

53.6% 52.1% 53.7%

361.5 267.1 295.2

61.1% 52.3% 46.1%

230.5 243.6 345.3

38.9% 47.7% 53.9%

726.5 599.3 551.0

82.9% 67.0% 23.1%

149.7 295.6 1,835.0

17.1% 33.0% 76.9%

80.7 64.1 81.7

85.8% 80.1% 80.4%

13.3 15.9 19.9

14.2% 19.9% 19.6%

440.0 238.4 460.6

52.1% 35.8% 47.1%

405.1 428.4 518.2

47.9% 64.2% 52.9%

1,105.9 1,911.9 3,670.8

98.6% 98.1% 99.2%

15.8 37.4 30.1

1.4% 1.9% 0.8%

Cash

In-Kind

WA

Cash

In-Kind

Cash

In-Kind

Cash

SA

QLD

Cash

In-Kind

Cash

In-Kind

Cash

In-Kind

In-Kind

TAS

VIC

Cash

ACT

NSW

NT

In-Kind


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44

In-kind corporate sponsorship by artform

Analysing the data by artform, how much corporate sponsorship isreceived in the form of in-kind support?

The overall increase in in-kind support in 2010 is due to the results of visual artscompanies. Of the 10 companies who reported receiving in-kind support, fourreported receiving more than double the support in 2010 compared to 2009.

Exhibit 33: Corporate sponsorship cash and in-kind support by artform:20082010

Art form ($'000) 2008 2009 2010

159.8 335.6 371.9

75.9% 79.7% 73.0%

50.6 85.7 137.5

24.1% 20.3% 27.0%

152.8 93.8 154.4

48.7% 37.4% 40.5%

161.3 156.9 227.1

51.3% 62.6% 59.5%

75.9 18.0 27.6

88.4% 19.8% 19.1%

10.0 72.7 116.8

11.6% 80.2% 80.9%

611.1 1,355.7 1,433.775.0% 86.5% 83.6%

204.2 210.9 280.5

25.0% 13.5% 16.4%

583.5 477.1 476.0

80.9% 73.2% 51.8%

137.5 174.4 443.3

19.1% 26.8% 48.2%

2,905.8 2,520.6 4,719.3

54.6% 63.0% 47.7%

2,420.0 1,482.1 5,174.7

45.4% 37.0% 52.3%

In-Kind

Cash

In-Kind

Visual Arts

Theatre

Cash

In-Kind

Cross-

artform

Cash

In-Kind

Dance

Cash

In-Kind

Literature

Cash

In-Kind

Music

Cash


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45

In-kind corporate sponsorship by size

Analysing the data by size, how much corporate sponsorship isreceived in the form of in-kind support?

The overall increase in in-kind support in 2010 is due to the results of largecompanies. Of the seven companies who reported receiving in-kind support, fourreported receiving more than double the support in 2010 compared to 2009.

Exhibit 34: Corporate sponsorship cash and in-kind support by size: 20082010

Size ($'000) 2008 2009 2010

2,606.7 2,632.9 4,743.7

53.1% 65.1% 48.6%

2,306.4 1,410.0 5,016.3

46.9% 34.9% 51.4%

1,177.1 1,454.6 1,527.6

81.2% 78.0% 62.4%

272.1 411.4 922.0

18.8% 22.0% 37.6%

705.1 713.1 911.5

63.5% 66.4% 67.4%

405.2 361.3 441.5

36.5% 33.6% 32.6%

Small

Cash

In-Kind

Large

Cash

In-Kind

Medium

Cash

In-Kind


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Number of corporate sponsorshipsNumber of corporate sponsorships all key organisations

NOTE! Not all participating companies provided data on the number ofsponsorships received. For the purposes of this section, total corporate sponsorshipincome relates only to the 68 companies that responded to this part of the survey.

Has the number of corporate sponsorships increased or decreasedsince 2008?

The number of corporate sponsorships reported by the responding 68 keyorganisations has increased steadily from 2008 to 2010. In 2010, 524.1 corporatesponsorships were reported up from 452.3 in 2009 and 410.5 in 2008.

Exhibit 35: Number of corporate sponsorships compared to income received:20082010

$6.1

$4.4

$7.5

410.5

452.3

524.1

0

100

200

300

400

500

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

2008 2009 2010


Totalsponsorship$m


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Analysing the data at a more detailed level (ref exhibit 36) reveals that both thenumber of cash and in-kind sponsorships have increased since 2008, howeverincome levels for cash sponsorships have fallen. This implies that key organisationsare working harder to attract cash corporate sponsorships income.

Exhibit 36: Number of corporate sponsorships compared to income received (detail):20082010

2008 2009 2010Var

(08-10)

Total $ ('000) 3151.8 2472.6 2970.3 -181.5

Total # 184.5 193.0 221.3 36.8

Avg $ ('000) per company 46.4 36.4 43.7 -2.7

Avg # per company 2.7 2.8 3.3 0.5

Avg $ ('000) cash s ponsorship 17.1 12.8 13.4 -3.7

Total $ ('000) 2962.0 1882.4 4509.4 1547.4

Total # 226.0 259.3 302.8 76.8

Avg $ ('000) per company 43.6 27.7 66.3 22.8Avg # per company 3.3 3.8 4.5 1.1

Avg $('000) in-kind sponsorship 13.1 7.3 14.9 1.8

(TOTAL 68 companies)

Cash sponsorship

In-kind sponsorship


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Number of corporate sponsorships by states and territories

NOTE! Not all participating companies provided data on the number ofsponsorships received. For the purposes of this section, only the 68 companies that

responded to this part of the survey are included in the discussion below.Additionally note that ACT has been excluded from the analysis below as only onecompany provided data.

Analysing by states and territories, how many corporate sponsorshipswere secured in 2010?

Victorian companies reported the highest number of corporate sponsorships in 2010(150), despite the relatively low level of income generated from this source ($0.8m).In contrast, companies from NSW attracted five fewer sponsorships (145) thanVictoria, however were able to generated $4.9m in corporate sponsorship income.

The data implies a greater focus or effectiveness in securing this type of revenue bycompanies from NSW compared to Victoria (and Queensland).

Exhibit 37: Number of corporate sponsorships compared to income received bystates and territories: 2010

$4.9

$0.5 $0.6

$0.8

145

16

127

60

11

150

15

0

20

40

60

80

100

120

140

160

0

1

2

3

4

5

6

NSW (20) NT (3) QLD (9) SA (12) TAS (3) VIC (17) WA (3)

Total#ofsponso

rships

Totalsponsorship

$m


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What is the average size of a corporate sponsorship by states andterritories, and has this changed since 2008?

The average size of a corporate sponsorship is calculated with reference to the totalcorporate sponsorship income received and the number of corporate sponsorshipsattracted from each state and territory. By averaging this across the number of

companies in each state/territory, a very general indication the average size of acorporate sponsorship is provided.

Exhibit 38: Average corporate sponsorship by states and territories: 20082010

NSW companies have reported receiving significantly higher average corporatesponsorship in both 2008 and 2010. These results are partially affected by the two-year operational cycle of the Biennale of Sydney.

Queensland and Victorian companies have consistently reported the lowest averagecorporate sponsorship amount from 20082010. This result is due to the highnumber of corporate sponsorships attracted by the reporting companies compared

to the income attracted.

Average corporate

sponsorship ($'000)2008 2009 2010

NSW 82.1 49.6 68.3

NT 23.9 10.6 26.6

QLD 11.6 7.2 9.5

SA 34.0 26.1 22.1

TAS 12.6 24.5 18.3

VIC 12.5 7.9 11.5

WA 18.8 40.6 26.5


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Number of corporate sponsorships by artform


responded to this part of the survey are included in the discussion below. .Additionally note that literature has been excluded from the analysis below as onlyone company provided data.

Analysing by artform, how many corporate sponsorships were securedin 2010?

Visual arts companies reported the highest number of corporate sponsorships at200 and generated $4.8m in corporate sponsorship income. Music reportedsecured 144 corporate sponsorships, however only raised $1.2m. Dance companiessecured 85 corporate sponsorships for $0.4m, theatre companies, 67 for $0.8m and

cross-artform, 28 for $0.3m.

Exhibit 39: Number of corporate sponsorships compared to income received byartform: 2010

$0.3 $0.4

$1.2$0.8

$4.8

28

85

144

67

200

0

50

100

150

200

250

0

1

2

3

4

5

6

Cross-artform

(8)


Total#ofspo

nsorships

Totalsponsorship$m


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What is the average size of a corporate sponsorship by artform, andhas this changed since 2008?

The average size of a corporate sponsorship is calculated with reference to the totalcorporate sponsorship income received and the number of corporate sponsorshipsattracted for each artform. By averaging this across the number of companies in

each artform, a very general indication the average size of a corporate sponsorshipis provided.

Exhibit 40: Average corporate sponsorship by artform: 20082010

Visual arts companies have reported receiving significantly higher averagecorporate sponsorship throughout the review period. In 2010, these companiesaveraged $49.6k per sponsorship markedly more than any other artform.

In contrast dance companies appear to be finding it difficult to attract large sponsors.In 2010 these companies reported attracting an average corporate sponsorship of$9.4k, less than one fifth that of the visual arts companies.

Average corporate

sponsorship ($'000)2008 2009 2010

Cross-artform 29.4 17.2 19.0

Dance 8.6 6.6 9.4

Music 16.1 17.3 15.7

Theatre 22.2 19.0 25.7

Visual Arts 55.9 30.9 49.6


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Number of corporate sponsorships by company size


responded to this part of the survey are included in the discussion below.

Analysing by company size, how many corporate sponsorships weresecured in 2010?

Medium sized key organisations reported attracting the greatest number ofcorporate sponsorships in 2010 at 223. Despite this relatively high number, only$1.7m in corporate sponsorship income was generated. A similar picture emergesfor small companies with 162 corporate sponsorships delivering just $1m inincome. In contrast, large companies attracted the smallest number of corporatesponsorships at 139, but generated $4.8m.

Exhibit 41: Number of corporate sponsorships compared to income received bycompany size: 20082010

4.8

1.71.0

139.1

223.0

162.0

0

50

100

150

200

250

0

1

2

3

4

5

6



Totalspons

orship$m


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What is the average size of a corporate sponsorship by company size,and has this changed since 2008?

The average size of a corporate sponsorship is calculated with reference to the totalcorporate sponsorship income received and the number of corporate sponsorshipsattracted for each size category. By averaging this across the number of companies

in each size category, a very general indication the average size of a corporatesponsorship is provided.

Exhibit 42: Average corporate sponsorship by company size: 20082010

Large key organisations have reported receiving significantly higher averagecorporate sponsorship throughout the review period. In 2010, these companiesaveraged $68.3k per sponsorship markedly more than medium and smallcompanies.

Average corporate

sponsorship ($'000)2008 2009 2010

Large 68.6 49.6 68.3

Medium 23.9 10.6 26.6

Small 11.6 7.2 9.5


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Private givingPrivate giving all key organisations

How much private giving has been received by key organisations since2008?

Key organisations received $10.7m from private giving in 2010 an increase of$237k or 2.3 percent on 2009 levels but a decrease of $352k or 3.2 percent on 2008levels.

Exhibit 43: Private giving key organisations: 20082010

$11.1

$10.5

$10.7

9.9

10.2

10.5

10.8

11.1

11.4

2008 2009 2010

$m


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Private giving by states and territories

How much private giving analysed by states and territories hasbeen received by key organisations since 2008?

In 2010, companies residing in NSW received $6.2m in private giving the largestamount of all states and territories. Victorian companies reported receiving $1.6mfrom this source, SA companies, $0.8m, Queensland and Northern Territorycompanies, $0.7m each and ACT and Tasmanian companies each reported $0.1m.Companies from Western Australia reported generating $0.5m contrasting withtheir corporate sponsorship results.

Exhibit 44: Private giving by states and territories: 2010

Most states and territories have reported an increase in income from private givingwhen comparing 2010 results to 2008. Victorian companies however have reporteda substantial $1.8m or 52.7 percent decline. Analysis of the underlying data revealsthat this fall is due to a single organisation24. If the impact of this organisation isremoved, Victorian companies results fall more in line with the rest of the sector.

Exhibit 45: Private giving by states and territories: 20082010

24 One company ran a substantial one-off fundraising campaign in 2008 to purchase a building.

$0.1

$6.2

$0.7 $0.7 $0.8 $0.1

$1.6

$0.5$-

$1.0

$2.0

$3.0

$4.0

$5.0

$6.0

$7.0


$m

State

(# companies)

$'000


2008 3 5,740 229 526 602 109 3,447 413

2009 110 6,271 590 620 678 33 1,860 315

2010 119 6,220 673 677 825 62 1,619 520

Var '10 - '08 116 480 445 152 223 -47 -1,828 107


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Analysing by state and territories, how much has each company onaverage received as private giving from 20082010?

In 2010, companies from NSW reported receiving an average of $183k in privategiving substantially more than all other states. Companies from the NorthernTerritory reported the next highest level at an average of $75k per company.

While Victorian companies have reported a significant fall in earnings from $119kin 2008 to $56k in 2010, the 2008 figure is affected by the results of a singlecompany. WA and SA companies raised, on average, $43k per compa

It's a Given: Tracking the importance of private giving and sponsorship to key organisations (2010)

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