Kunsten ’92: looking back on our pro bono project for arts, culture, heritage, and the creative sector

Kunsten ’92 is the Dutch advocacy organization for the entire cultural and creative sector, representing over 440 members from various disciplines, including the arts, new media, design, museums, and monuments, as well as individual creators and organizations. By uniting their voices, they strengthen the social and political climate for culture in the Netherlands.

Since the end of last year, Public Matters has provided the organization with pro bono advice on strategic communication and public affairs. In this interview, Astrid Weij and Heleen Alberdingk Thijm of Kunsten ’92 reflect on this collaboration.

What prompted Kunsten ’92 to seek support?

“In September 2023, we received a message from our co-chair about a valuable conversation he had with Public Matters: ‘Public Matters is a public affairs agency that takes on pro bono projects each year, and this year, they are making time for the cultural sector.’ We didn’t hesitate for a second and quickly arranged an introductory meeting at the Public Matters office.

During that conversation, two key developments for Kunsten ’92 immediately came to the forefront: the budget discussions and the upcoming elections and cabinet formation. We agreed that Public Matters would act as a sounding board and sparring partner over the next year, offering fresh, external perspectives to provide Kunsten ’92 with innovative insights. Mike de Wit became our advisor.”

Can you give an example of a concrete result achieved through this collaboration? How has working with Public Matters contributed to the goals of Kunsten ’92?

“The most significant overall result was having a professional perspective on our lobbying activities, ensuring we received political developments (and there were quite a few) in a ready-to-use format. Of course, we do a lot ourselves, but that additional input and ‘quality check’ proved invaluable.

The most concrete outcome was the development of the Messaging House, which has allowed us to clearly structure and consolidate all our objectives and messages. This includes related topics such as the labor market, economy, and social innovation. The Messaging House is useful for discussions with politicians—allowing us to select specific messages per domain—but also serves as a strategic tool for our own direction and oversight. We can continuously update it based on current events.”

What has Kunsten ’92 appreciated most about the collaboration with Public Matters?

“The collaboration went very smoothly. We had regular meetings to exchange ideas, and whenever needed, Mike provided advice, information, and sometimes even a draft for a letter. Public Matters played a supporting role (what did we need?) while also being proactive, keeping us sharp and engaged. They provided insights from a different perspective, allowing us to analyze developments from multiple angles.”

The cultural sector is under pressure and faces significant challenges, such as the proposed VAT increase in the coalition agreement. How do you view the future and your lobbying efforts?

“We could write many pages in response to this question. We see a number of proven strategies that we will continue to pursue.

First, collaboration remains key. We will continue to operate as a strong alliance, both within the cultural sector and beyond—such as in the current VAT campaign, where we have partnered with the sports, hospitality, events, media, and book sectors. Second, we focus on being well-prepared, with robust data on the sector’s economic contributions and its broader societal impact. Third, we work on strengthening connections—between culture and health, culture and education, art x science x society, and culture and sustainability. And finally, we continue to adapt our approach to be more relevant to both the public and politicians, showing that culture is an integral part of everyone’s life—because, in reality, no one is entirely disconnected from culture.”

Lastly, what question haven’t we asked that you would still like to answer?

“A huge thank you to Mike and the team! It has been a pleasure working together, and we are sure we will continue to collaborate in the future—Merci, Danke, Thank You, Obrigada!”

Pro bono advice by Public Matters

Public Matters advises organizations on how to position themselves within the political, public, or administrative landscape. We believe that professional advocacy should not be limited to businesses, trade associations, or government entities. We are committed to supporting financially less powerful organizations that serve a social purpose and could benefit from an extra push. As part of our social responsibility, we provide pro bono advisory services to various organizations each year.