A funder’s choice to collect grantee feedback by partnering with CEP on the Grantee Perception Report (GPR) signals a commitment to learning, improvement, and ultimately, effectiveness. This is particularly true of the many funders who repeat the GPR and observe their grantees’ perceptions changing, and in many cases improving, over time.
One such funder is Houston Endowment (HEI), which has partnered with CEP on the GPR six times since 2003, most recently in 2023. As a result, we have data that paints a clear picture of how HEI’s relationships with its grantees have evolved over a span of 20 years.
In engaging with HEI on its 2023 GPR, I had the distinct privilege of meeting Bao-Long Chu, the program director for HEI’s Arts and Parks portfolios who has been with HEI since 2015. Beyond being a thoughtful, relationship-oriented program officer, Long has also dedicated his years at HEI to shaping the Arts and Culture program to prioritize equity, collaboration, and in his own words, to “strengthen the creative economy and build a more unified and vibrant cultural landscape” in Houston.
Long is also the sole grantmaker for the program. Having Long’s individual program officer-level results in addition to the program-level and organization-wide results at three distinct points in time offers us a unique window into the effects of both the strategic, process-oriented changes at HEI and in the program and the relationship-building that Long has done over time.
To learn more about both sides of this coin, a few months after wrapping up CEP’s most recent engagement with HEI, I reconnected with Long to ask him some more about his role overseeing the Arts and Culture program at HEI, how receiving CEP results over time has shaped his grantmaking practices, and about HEI’s strategy when it comes to arts and culture in Houston.
Emma Relle: Starting off, we’d love to hear more about your own background, how you got into this work, and the overall strategy for the Arts and Culture program at the Houston Endowment.
Long Chu: My journey into this work is deeply connected to my roots in Houston and my passion for storytelling and recognition for the power of words. Originally from Vietnam, I pursued an MFA in poetry at the University of Houston, where I delved into the intersection of art, identity, and community. As a poet, I believe that words matter: what we say and how we say it help to build trusted relationships, the central component of place-based philanthropy.
My passion and background naturally aligned with my role at Houston Endowment (HEI), where I lead the Arts and Culture program. Since I joined HEI in 2015, the program has aimed to create a vibrant arts and culture sector. Today, that takes shape through two strategies: strengthening arts and culture nonprofits and building a sustainable arts and culture sector. We envision fostering a creative city where residents are inspired to connect deeply with each other and the world around them.
ER: As a team of one – operating as both the primary program officer and the program director for the Arts and Parks portfolios – how do you balance the relational and strategic aspects of your work that are important to each role?
LC: On the relational side, I strive to build a strong sense of transparency and open communication, and I have found our grantees are comfortable approaching me and my colleagues with issues. Strategically, I ensure that our funding aligns with the long-term vision of making Houston a leader in arts and culture while maintaining close, supportive relationships with grantees.
My approach to the balancing act is a rigorous adherence to the saying, “clarity is kindness.” In other words, being transparent about our grantmaking processes and whether a request for funding aligns with our strategy.
This approach has led to improvements in grantee perceptions of HEI’s clarity in communication and helpfulness in the application process. In addition, I work closely with teams across our program areas such as Grants Management, Learning and Evaluation, Communications, and Legal. On the surface it may seem like I am a team of one, but the truth is that an entire network of colleagues is behind my public role.
ER: HEI has conducted three Grantee Perception Reports (GPRs) since you joined HEI in 2015, and we’re fortunate to have data from your grantees from these three discrete points in time that span nearly a decade. Can you share an example of something you’ve changed in either your work with grantees or your strategic approach to funding as a result of your engagement with CEP?
LC: Over the years, feedback has driven changes that enhance our relationships with grantees and streamline processes. For instance, one notable change influenced by the CEP engagement was the reduction of pressure on grantees to modify their organizational priorities to fit HEI’s funding criteria. By listening to feedback, we streamlined application requirements and focused on supporting grantees’ missions rather than imposing our agenda. This shift has resulted in grantees experiencing significantly less pressure in 2023 compared to 2018. Additionally, ratings for the helpfulness of HEI’s application process and straightforwardness of the reporting process saw significant improvements in 2023.
Feedback has also helped us to simplify our application and reporting processes, a significant effort led by our stalwart Grants Management team. They have been instrumental in providing more clarity and transparency around application requirements and timelines. These changes have made our processes more straightforward, as reflected in the 2023 survey, where grantees rated the reporting process highly for being relevant and adaptable to their needs. The Grants Management team’s dedication to reducing administrative burdens has allowed grantees to focus more on their mission-driven work and less on paperwork, enhancing the overall grantmaking experience.
ER: In addition to receiving feedback about the Arts and Culture program in your CEP report, you also had the opportunity to look at grantee feedback for HEI overall. How do you situate your grantees’ feedback within the broader context of HEI results?
LC: Feedback from the Arts and Culture program has provided crucial insights into how our work fits within HEI’s broader strategy. Similar to our Education and Civic Engagement programs, Arts and Culture is a priority area that underscores our role as a place-based foundation. This localized approach means committing to grantmaking directly to local partners and building trusted relationships that value local perspectives and viewpoints.
Specifically, the CEP survey highlighted that Arts and Culture grantees rate HEI’s understanding of their fields and local communities higher than the overall average, emphasizing the distinct impact of our work in strengthening Houston’s cultural vibrancy while maintaining a deep connection to the community. This alignment with HEI’s overall commitment to community impact reinforces the importance of fostering relationships that are responsive to the unique needs of our local partners.
ER: Throughout our conversations, you’ve mentioned some interesting work that you’re doing to convene Houston’s Seven Cultural Districts to advance advocacy in the arts. Can you share more about your role in doing this and why this work is important to you?
LC: Supporting Houston’s Seven Cultural Districts is a bold step in our larger vision to elevate arts advocacy and champion cultural equity across the city. These districts embody the rich spectrum of Houston’s artistic life — from world-renowned institutions to grassroots, community-driven organizations. Yet, despite their significance, they have often existed in isolation, with their contributions under-recognized by the broader public.
In response, HEI has initiated a pilot project that not only fortifies each district with vital infrastructure but also nurtures collaboration between them. By fostering shared planning, co-advocacy, and collective action, these districts can magnify their presence and impact, shaping the cultural heart of Houston in profound ways.
This isn’t just about immediate wins — it’s about planting the seeds for lasting transformation. Our commitment is to honor and uplift the cultural treasures of every community, ensuring that the arts not only flourish but are embraced and celebrated across the city. Through this work, we center Houston’s diverse artistic voices, empowering arts leaders to weave a more connected, vibrant, and thriving cultural fabric — one that enriches the soul of the city and, in turn, inspires a flourishing creative economy.
ER: Relatedly, I know from our conversations that ensuring equitable access to arts funding is very important to you. How do you operationalize that in your work?
LC: I’ve always believed that words matter, but they must be backed by action. At HEI, we operationalize equity by supporting initiatives like the BIPOC Arts Network & Fund (BANF), in collaboration with the Ford Foundation and local partners. This has increased funding to historically underfunded groups, ensuring BIPOC-led arts organizations get the resources they deserve.
But it’s more than funding — it’s about building a supportive ecosystem. We’ve convened a network of funders to share strategies and drive more resources to these communities. This collective effort is key to advancing equity, and it’s been a joy to work alongside local partners in this mission.
The 2023 CEP survey reflects this, with strong ratings for HEI’s transparency and understanding of community needs, affirming our ongoing efforts.
Emma Relle is a senior analyst on the Assessment and Advisory Services team at CEP. Bao-Long Chu is program director, Arts and Parks, at Houston Endowment.
