For love, not money

It may be harder to see the silver lining during environmental and financial uncertainty, but times like this offer us the opportunity to bring about lasting positive change. By re-thinking the way we do things, and by developing the things that are already strengthening our communities, we have the potential to create and sustain a new and better way of living. Sustainability is often thought of only in terms of the natural environment, but it is impossible to separate our environmental actions from the rest of our lives. In creating a sustainable way of living it is going to be essential to harmonise human and natural systems in order to effectively integrate economic, environmental and social values and behaviour. The voluntary arts have a significant role to play in this process.
Voluntary sector lessons
Advocates of sustainable community development already understand this, and emphasise both quality-of-life issues and the importance of community. They point to values such as co-operation, sharing, open communication, creative freedom, well-being, equal opportunity and respect for difference, and highlight happiness, non-violence, friendship, spiritual connection and a sense of fulfilment. All these things are what sustainable living is about. What is exciting now about the search for a new direction is that many of the things that are necessary to shape a new sustainable world are already present in our communities – not least in the voluntary arts sector. The task is to identify, develop and support these assets, and to multiply their effectiveness. In order to start this process the Voluntary Arts Network (VAN) recently worked with the DCMS and Arts Council England to produce the first ever study of the voluntary arts sector across England. The 2008 report, ‘Our Creative Talent’, provides a clear understanding of how the voluntary arts feed into an environment that is now placing an increasing value on participation.
The research programme included consultation with the 300 voluntary arts and associated lead bodies, a survey of 2,200 groups, 145 in-depth telephone interviews and analysis of secondary data sources. It focused on two key aspects of participation: formally organised voluntary arts groups across craft, dance, festivals, literature, media, music, theatre and visual arts where members attend for reasons other than primarily for payment (for example self-improvement, social networking or leisure), and adult arts learning that is undertaken for personal development, intellectual or creative stimulation, and enjoyment. The findings show that voluntary arts groups are essential both to the arts ecology and to helping to make our communities healthier.

Number crunching
Voluntary arts groups account for one fifth of all arts participation, some 9.4 million people. This includes nearly 50,000 groups with 5.9 million members. An additional 3.5 million people volunteer as extras or helpers. Voluntary groups attract an average of 220 people to each performance or exhibition: in 2006/07 groups put on 710,000 performances or exhibitions with 159 million attenders. The sector also plays a large part in the development of artistic practice. Whilst appreciation of an artform is the main motivation for participation, the idea that the voluntary arts are of low quality because they aren’t professional is totally at odds with groups who strive for the highest standards and take pride in the quality of their work. There are a large number of groups with a national or international reputation. In reality, the relationship between the amateur and professional sectors is mutually supportive. Groups spend £125m employing professional artists, either on a long-term or ad hoc basis. Professional artists benefit financially, develop their creative practice and deepen their understanding of audience development. Voluntary artists also gain new expertise and some choose then to make their passion their profession: 34% of amateur groups have had members who also became fee-earning artists.
Voluntary arts activity generates around £543m each year. It is largely self-sufficient and not looking for core public funding, since groups are particularly entrepreneurial and take pride in their ability to be self-sustaining. A recent poll (March 2009) showed that the sector is surviving the recession well, and though some groups are anticipating a drop in membership and attendance, they expect that most activities will continue even if they are scaled down. In fact, since community involvement is particularly important in difficult times, voluntary arts activity has the potential to thrive in an economic downturn. This is because it is rooted in local communities and its strength is that it draws on the expertise, experience, relationships and co-operative spirit of its members, their friends and families and the local community. Voluntary arts groups also play an important role in sustaining cultural traditions, and provide opportunities for people who might not otherwise participate in the arts or in local activities. They are able to engage new audiences and draw in people who might feel excluded: the elderly, those from different cultures, the economically disadvantaged and the unemployed.
Looking ahead
What are the issues that are now facing the voluntary arts sector? Access to good quality, reasonably priced venues is a major problem. Groups spend £67m annually on venue hire for performances and £26m on venues for rehearsals, meetings and exhibitions. The complexity of grant application processes and guidance on compliance with legislation are also concerns. However, the findings in Our Creative Talent suggest that the key issue is a lack of recognition at national and local level for both the intrinsic and instrumental value of the sector. There is some feeling that policy makers have unduly prioritised the professional sector because of the mistaken belief that the voluntary arts are low quality and because of a lack of awareness of the wider benefits of participation in community-based activity.
The report highlights what the sector has always known: that, amongst other things, voluntary arts groups are hugely entrepreneurial, highly committed to their artform, ready to rise to any challenge, are models of sustainable practice and make a significant contribution to the economy. They provide an extensive range of opportunities at a very local level for people to participate in the arts and in community activity – thereby enhancing people’s sense of well-being and quality of life, and strengthening community cohesion. If the sector were to receive the support and recognition it deserves through the inclusion of the voluntary arts in arts and culture, health and well-being, and regeneration and economic strategies it would make a valuable contribution to the creation of a better life for everyone, now and in the future.