In August, the Des Moines Art Center launched its fund-raising campaign, “Hands On, Des Moines…Shape the Future of Your Art Center,” by focusing on its staff. With the support from those most involved with the Art Center first, the museum hopes it will become a catalyst for public donations as the museum opens the campaign to more groups in a series of 10 phases.

The campaign is building upon four previous fund-raising campaigns and is designed to raise money for capital improvements and general operating funds as well as engage the community through membership and awareness of programs the Art Center offers. Its goal is to raise $34 million by the end of 2008 and boost membership by 25 percent.

“I can’t tell you how many corporate executives said that the Art Center is vital to retaining and drawing people to the community,” said Jeff Fleming, director of the Des Moines Art Center. “It’s known at a wonderful and high level. Our goal is to sustain and even enhance that level.”

After raising staff support in September, the Art Center will direct the campaign toward its board of trustees. By next spring, it will engage the public.

The campaign builds from a 21st-century initiative formed in 2000/2001, which focused on increasing the Art Center’s endowment to ensure general operating income for the future. Through its board of trustees, staff and friends, the Art Center raised $20 million, which will be included in the $34 million goal for “Hands On, Des Moines.”

Of the $14 million left to raise, $7.5 million will go toward capital improvements such as new roofs, boilers and sidewalks, which are needed to update its original 1948 building. Although the Art Center meets the requirements of the Americans With Disabilities Act, it also wants to increase accessibility by adding more ramps, better parking and possibly an elevator. With some of the funds from the previous campaign, it already has replaced the roof over the studio wing, added a new security system and replaced flooring the Anna K. Meredith Gallery.

Most of the remaining money that will be raised will go toward the endowment for the general operating fund and for operating expenses for 2007 and 2008.

The other major component of the campaign is to increase the public’s awareness of the Art Center and the programs it offers. As part of preliminary research for the campaign, the Art Center found that the community felt that the Art Center was a world-class facility and important to the community but many did not know all it offered, said Fleming.

“We’re here to be accessible to constituents,” said Fleming, ” We need to make us known and make ourselves an engaging, appealing and inviting place.”

The Art Center selected McCormick Co. and Aquarium to help put together a comprehensive marketing plan, which would start in 2007. As a result of this campaign, the museum will increase its advertising budget as well.

The Art Center is also trying to boost membership, especially among people in their 20s and 30s. As part of this effort, the Member’s Council enlisted Nathan Hewitt and Brando Guerrero to start Art Noir, an organization designed to engage this age group. Started this year, the organization already has a board and 40 members.

“[Art Noir] is a reflection of the Art Center’s interest in engaging future volunteers,” Guerrero said.

However, the Art Center hopes to boost membership in all demographics. Last year membership increased 3 percent. Attendance was also up, with a 32 percent increase for gallery talks, a 13 percent increase for lectures and 15 percent increase for tours. To help with this goal, the museum is selling “Membership in a Can” items at Des Moines area retail shops.

Beyond the campaign, the Art Center is working on a new strategic plan for 2007 through 2009. It also is undergoing a self-evaluation process through the Institute of Museum and Library Services.

All these components fit into one goal: “We want to position ourselves as a vital and accessible part of the community,” Fleming said.