New research from Arts & Business shows that individual giving to the arts is not confined to the wealthy, but art lovers in general will donate.

The report, carried out by City University, shows that 90% of donors give between £1 and £1,000 a year, and that individual giving has increased by 128% since 2000/01.

The report says that the most common reason for lower and mid-level donors was local pride and having a personal connection with the arts organisation or project.

It also found that cultural givers have been resilient in the recession so far, with 72% of respondents to the survey saying their donations would not be affected. The remainder said they would be more discerning about their gifts, but would not stop giving to the arts.

There is a correlation between donors and ticket-buyers, the research found, and recent DCMS figures showing that 60% of adults attended three or more cultural events a year was encouraging for giving. “If everyone who attends this frequently could be persuaded to become a donor and gave at least £10 a year, then the arts and cultural sector could be bringing in an additional £360 million a year” the report says.

“The future of the UK’s cultural economy is more and more dependent on funding from the private sector” said Colin Tweedy, chief executive of A&B. “Our report identifies that it is not only the rich that can financially support and protect the arts, it is also the local audience.”