Best Practices
How to earn money as a nonprofit organization: 2025 Strategies
If you’re an executive or leader at an arts non profit, the question of how to earn money for a nonprofit organization is probably on your mind a lot. Earned revenue may be a big part of your budget and the last few years have made it even more important.
In our discussions with nonprofit arts organizations, we’ve noticed a pattern popping up among those that are thriving. It’s an approach to earned revenue that any nonprofit can implement—and it’s all about engaging the whole family. Read on to get tips and strategies for how to implement this approach. But first, a closer look at the forces impacting nonprofit budgets in 2025.
Why nonprofits are reexamining their budgets
The last few years have been challenging for many nonprofits. Charitable giving fell 2.1% in 2023, continuing a multi-year trend. The largest percentage of giving came from individual donors, many of whom are curtailing donations because of inflation and overall economic concerns.
For museums, post-pandemic recovery is ongoing, with just barely over half of U.S. museums reporting that attendance had reached pre-pandemic levels in 2024. That means fewer people visiting gift shops and paying admission fees—both sources of earned income.
For nonprofit theaters, total ticket income for 2022 remained well below pre-pandemic rates, with a drop of -49% since 2018. However, the news isn’t all bad. During the same period, average earned income from educational/outreach programs rose 13%.
However, the news isn’t all bad. During the same period, average earned income from educational/outreach programs rose 13%.
All of this put together means that both charitable giving and earned income is dropping. That’s concerning since about one-half of all nonprofit arts revenue comes from earned income. Fortunately, there is something nonprofits can do to turn the tide.
How to earn money for your nonprofit organizationa: A family approach
In conversations with our arts nonprofit clients across the country, we’ve noticed a trend among the organizations that are thriving. These creative leaders are finding ways to appeal to the whole family. They’re offering programming, performances, and classes for audiences of all ages.
When a whole family participates with an organization, the nonprofit becomes a part of the fabric of the family. And, by extension, more embedded in the community. Selling one ticket is good. Selling six because everyone in the family wants to see your production of A Christmas Carol, is better.
Kids who grow up in arts programs are more likely to make the arts a lifelong pursuit. They’re more likely to become future participants and donors. And parents, grandparents, and even aunts and uncles, may be more likely to participate or give if family members already do.
Classes are a key strategy for earned income and budget balancing
Classes are a smart choice for theaters, museums and other arts programs that want to increase earned income. One American Theater article pointed out the benefits of an increased focus on education:
- Creates an infusion of revenue when it’s most needed
- Directly supports the engagement and access missions of arts nonprofits
- Opens up new funding channels and grant opportunities
Here are three ways to use classes to get the whole family involved with your nonprofit arts organization.
1. Offer family classes
This doesn’t necessarily mean that every class needs to appeal to entire families, although that is one approach. Family classes can give multiple generations of a family the opportunity to spend some quality time together.
They can be an entry point for new students because they make great gifts for Mother’s Day, Father’s Day or birthdays and other events. They also may reduce barriers to entry by removing the issue of childcare for parents who might otherwise not be able to attend. Best of all, if families enjoy their class, they’re likely to sign up for more, either individually or as a family.
Organizations might also offer kids camps, couples classes, creative aging classes and more.
2. Create engagement points for people of all ages
When we think of “families” we tend to think of mom, dad and the kids. But families come in all shapes and sizes. Many organizations have seen success with senior enrichment classes. Adults over 55 will be the dominant age demographic in the U.S. by 2030. Arts programs improve quality of life as we age. They help people connect, stay active, and keep learning.
Watch: Jane Fonda shares her perspective on aging well.
Seniors who enjoy their experience may purchase classes or memberships for children and grandchildren. They could encourage the whole family to participate.
Couples are another subset of the family that could benefit from some engagement in the arts. These classes make great gifts for Valentine’s Day, anniversaries or just date night. Couples classes can deepen relationships both within the couple and with the arts organization. Participants are likely to come back with their children, parents, or friends.
3. Remember, friends can be family too
Found families hold a unique place in many people’s hearts. Offering classes that appeal to friend groups or “besties” can expand your potential pool of learners. Although people could sign up to any class with a friend, arts organizations can promote programs in ways that encourage group participation.
- Offer a buy one, get one 50% off registration on certain classes
- Write marketing copy that highlights why this class is good for friends
- Make group registration simple (the best class registration software has this built in!)
These are just three ways you can use classes to get families involved in your arts nonprofit and increase earned revenue. Use these ideas as starting points for your creativity.
Ready to make classes a (bigger) part of your nonprofit earned income plan? Check out our guide to How to Increase Enrollment in Arts Education Classes.
Natasha Wahid
Natasha is a seasoned marketing leader with a curious mind and a passion for storytelling and community. A mission-driven person, Natasha has spent the majority of her career in industries that impact people, including HR and education technology. A firm believer in lifelong learning, Natasha is currently sharpening her roller skating skills and dusting off her Italian.