Early in the Northwest African American Museum’s virtual 2021 Unity Benefit, vocalist Samara Reign delivers a powerful rendition of “Lift Every Voice and Sing.” “Facing the rising sun of our new day begun / Let us march on ’til victory is won,” Reign sings to the camera.
Despite its challenges, the pandemic has not stopped NAAM from securing victories. After a year full of virtual and outdoor programs, including a nine-day Juneteenth Week celebration and monthly virtual field trips to Black-owned businesses, October’s benefit raised $784,000, exceeding NAAM’s fundraising goal and well surpassing the event’s usual tally of about $300,000.
Stuck behind closed doors for much of the last two years, arts organizations used to drawing viewers into their galleries and auditoriums have been tasked with instead bringing their art to viewers, all while reminding viewers their craft is worth financially supporting. To remain afloat, Seattle organizations held virtual fundraisers, asked audiences to be sponsors or members and launched streaming platforms.
Seattle’s creators had to get creative; now, many organizations say their innovative funding models are here to stay.
NAAM found that virtual fundraising, while not ideal, does have its advantages…