LONDON: The National Funding Scheme, a UK arts-funding concept backed in 2012 by then-UK Culture Secretary Jeremy Hunt, is working with Fleishman-Hillard to promote mobile donations to cultural institutions.
The plan, which launched on Wednesday at London's Southbank, allows people to donate money using a mobile phone via text, credit or debit card, or PayPal.
Backed by Ipsos Mori research, which suggests supporters are much more likely to donate when they are participating in cultural events and visiting attractions, the consumer-facing campaign aims to encourage use of the new digital service.
The mobile platform was created by digital development agency Panlogic, but is being made freely available to arts and cultural institutions. The plan has charity status and is backed by a number of charitable foundations.
Digital giving also allows greater understanding of donors through data and makes it easier to claim gift aid on donations.
“It's an exciting time for the arts as technology takes a lead role in supporting our culture and heritage,” said National Funding Scheme founder William Makower.
Funding for the arts has suffered widely under austerity. The UK's Department for Culture, Media, and Sport plans to cut funding for Arts Council England by a further £11.6 million, or about $17.5 million, before 2015. Local authorities have cut arts and culture spending by 100% to support wider budget cuts imposed by the UK government.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.