At our Hamilton-based creative space, Arts for Health, we've discovered a simple truth. The most valuable currency isn't funding or equipment: it's authentic human connection. Over years of trial and error, we've developed some surprisingly effective strategies that have built stronger connections.  Strategies that any creative hub can adapt, regardless of size or budget.

Our most unexpectedly successful initiative? "Bad Coffee" mornings with funders. Once a month, we invite funding representatives to join us for what we proudly advertise as "the worst coffee in town" (it's awful) served with delicious homemade baking.

What started as a playful way to break the ice became one of our most powerful relationship-building tools. During these casual visits, funders see artists at work, hear firsthand how their support makes a difference, and most importantly, put faces to names.

Fostering conversations and understanding

The results speak for themselves: we've seen a 25% increase in grants from organisations whose representatives visited us. More valuable than the money, though, are the ongoing conversations and mutual understanding these visits foster.

We've applied this same philosophy of personal connection to our community engagement. Rather than stretching ourselves thin with constant events, we focus on making one or two major gatherings per year truly spectacular.

We invest time in building media relationships, crafting compelling social media content, and activating local networks. A single well-executed event covered by local press and shared across community platforms often generates more lasting impact than multiple smaller gatherings.

Our educational partnerships have evolved into one of our most valuable long-term investments. By hosting student placements across mental health, art therapy, occupational therapy and teaching disciplines, and collaborating on research projects with community psychology students, we're planting seeds for future growth.

Champions of our work

These students don't just complete their hours and move on; they become passionate ambassadors, sharing their experiences in classroom discussions and later championing our work within their professional networks.

Perhaps our most powerful differentiator is something that costs nothing but genuine care: we prioritise making every artist, visitor and family member feel truly welcome. Our team operates on an unspoken rule: no request is too small, no question is silly, and everyone deserves to be met exactly where they're at.

This culture of radical hospitality has become our most effective marketing, with word-of-mouth referrals consistently bringing in new artists and collaborators.

What we've learned boils down to a few key principles:

1. Funders respond to transparency and personal connection more than polished proposals
2. Quality of engagement matters more than quantity of events.
3. Today's students are tomorrow's collaborators and clients.
4. Authentic welcome creates lasting loyalty.

None of this requires massive budgets – just consistency and commitment to real relationships over transactions. The "Bad Coffee" approach works because it's sustainable; we're not trying to impress with lavish catering, just honest conversation. Our limited events strategy prevents team burnout while maximising impact. The educational partnerships create natural growth opportunities without heavy marketing spend.

Starting small

For other creative spaces looking to strengthen their community and funding base, we suggest starting small.

• Identify one funding relationship to deepen with regular, casual updates.
• Choose one annual event to elevate with focused promotion.
• Reach out to a local school or university department about collaboration possibilities.
• Audit your welcome experience through fresh eyes: what small changes could make people feel more at home?

The arts sector faces enough challenges without reinventing the wheel. Sometimes the most effective solutions are the simplest even if they involve intentionally bad coffee.

What matters isn't perfection but showing up consistently with authenticity and care. After all, creative spaces ultimately succeed or fail based on the strength of their human connections, not their amenities or programming budgets.

Cass Hendry is a clinical arts therapist and the Manager of the Arts for Health Community Trust.