Episode 162 – Making It in the Art World by Brainard Carey / Offering Donors Something Special

Offering Donors Something Special

One of the first ways I decided to get sponsors for my work shortly after I graduated college was not by the example above but by asking them to pay for artwork in advance. This is something you could do right now, and it is one of the easiest ways to get funds fast. Write a letter that begins with “Dear Collector,” and send it out to everyone that has ever bought any art from you. Send it out to family members or even friends who you have given your art to, because they are all “collectors” of your art whether they realize it or not. If you can only come up with five or ten people, including family, that’s OK; send it to them. When I wrote my letter, I sent it to a few people that had bought my work as well as my girlfriend’s father at the time. I was making abstract mono prints then, about thirty by forty-five inches, on paper. All the prints were in fact originals, much like selling paintings on paper. In the letter, I began as I mentioned above and then quickly explained that I was working on making a series of prints. I also said that I was writing to them so that I could make a large edition of work and that I had an opportunity and an offer I wanted to make. I explained that normally my prints sell for about $1,000. Then I said that I wanted to make them a deal if they bought work in advance. If one print is $1,000, then five prints would be $5,000, and I would also include a handmade box that they would all go into. The total cost for them was only $2,000! I put all the numbers together very much like that. I said that if they supported this now for $2,000, that I would send them $5,000 worth of artwork and a handmade box worth $200 dollars. I knew where I could get the portfolio boxes custom-made for me, at about that cost. I sent the letter out to fifteen people, and five of them sent me checks—that was a fast $10,000!

I was offering them a financial deal that seemed to be a very good investment. The actual numbers I put at the end of the letter again so the deal was clear to them, that is, for $2,000 now, you get over $5,000 in art and a custom box shipped to you. I was thrilled when I got the $10,000. This was the first time I had ever asked for money, and it worked. With that money, it was easy to make the custom boxes, which cost me $1,000, and then I had another $9,000 to make art. That made a lot of art indeed and also paid bills, took me on a short vacation, and more.

To learn more about Brainard Carey and his services for artists, or to take a class from him, click here.  To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.

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