Some people give money and want nothing in return — only the quiet satisfaction of having helped. That is a donor. A patron, however, often expects more: a name on the wall, influence over programming, or the assurance that their legacy will endure for generations. This isn’t mere selfishness; it’s an exchange. Understanding what patrons want and why they give is the key to winning — and keeping — their support.
What do they want in return?
Patronage is not philanthropy purely out of love for humanity. It’s often a deliberate transaction. Here are the main “returns” patrons typically expect:
- Recognition and prestige – a plaque, a named hall, mention in the programme. The most common and easiest for you to provide.
- Influence and power – the opportunity to have a say in repertoire, artist selection, or institutional strategy.
- Social capital – access to exclusive events, introductions to other donors, VIP networks.
- Tax benefits – the donation can be deducted (in the Czech Republic up to 15% of the tax base or 10% of income).
- Personal fulfilment – the joy of supporting the flourishing of arts or science, a meaningful way to spend money.
Why do they give?
The motives range from noble to pragmatic. Five common reasons:
- Meaning and legacy – they want to leave a mark. “When I’m gone, let a gallery bear my name.”
- Love of the field – a former musician, an avid collector, or a sports fan gives to what they personally care about.
- Prestige and social expectation – supporting culture can be part of a successful public image. Companies often give for PR reasons.
- Tradition and family duty – heirs following family patrons, or a corporate culture of giving.
- Boredom or a feel-good impulse – cynical but real. Some simply do not know what else to do with their money.
Types of patrons
| Type of patron | What they want (return) | Example |
|---|---|---|
| Traditional (aristocratic) | Recognition, family legacy, a plaque | The Medici family, the Lobkowicz family |
| Corporate | Brand image, PR, tax advantages, contacts | A bank sponsoring the National Theatre |
| Innovative philanthropist | Measurable impact, efficiency, data | A startup founder funding a research centre |
| Local patriot | City or town development, a name on the local school | An entrepreneur who restores the village church |
| Narcissistic / ego-driven patron | Their own statue, invitations to every event, honours | A donor who wants their name everywhere |
What follows from the table?
Each type of patron requires a different approach. The traditional patron will be pleased with a gala and a nameplate on the wall. A corporate donor needs numbers — social media reach, visitor counts. The innovative philanthropist wants rigorous impact evaluation. The narcissistic patron expects frequent personal attention (but be careful not to let them derail your mission).
Key lesson: Before you approach a patron, find out what motivates them. Don’t sell a plaque to someone who wants influence. Don’t give statistics to someone seeking personal fulfilment.
How to work with them
- Ask: “Why would you want to support us?” — let them speak.
- Prepare packages of returns (a plaque, seats on advisory boards, private guided tours).
- Keep your promises — patrons remember what you promised them.
- Thank them personally, not just with a generic email.
What’s the biggest mistake you can make? Offering the same thing to everyone. A patron who wants to influence programming will be offended if you only offer a plaque. And someone who wants peace and privacy will run from a gala.
Klára, a gallery fundraiser
Author: Sponza editorial
Photographs: (illustrative – statue of a patron, commemorative plaque, hand signing a contract)
Tags: mecenášství, motivace dárců, typy sponzorů
