Know Your Audience
If You Know Your Audience You Can...
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Target Marketing
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Identify Donors
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Understand Changes in your Community
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Recognize Trends in Attendance
But How Do I do That?
Best for:
Free Events
Live Information
Small Budgets
There are two major ways arts organizations collect audience data
Best for:
Ticketed Events
Long Term Trends
Medium to Large Budgets
SURVEYS
Audience surveys can take many shapes. The survey at the right is a demographic survey, but questions can be tailored to answer any questions you may have about your organization.
For example
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A marketing survey may ask where a patron learned of your event or where they get their event information.
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A fundraising survey may ask about other organizations they frequent or the type of events they enjoy.
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A programming survey may ask opinions of the event.
No matter what information your want to learn, a well tailored and simple audience survey can help you find the answers.
Free Downloadable Sample Survey
Use this file to have a Demographic survey to hand out to patrons at your events.
Use This File to Enter all your Surveys and get results.
PATRON DATABASES
CRM stands for Customer Resource Management. A CRM (or patron database) takes the guesswork out of fundraising and audience development by:
- Keeping track of who is seeing your art
- Separating donors from season ticket holders from individual ticket buyers.
- Showing you which constituents have the most buy in to your art and would be most likely to contribute.
- Creating reports of age and demographic information to tell you who your audience is.
- Creating mailing lists.
- Storing constituent demographic and contact information, so it only needs to be collected once.
A CRM can be expensive, but many organizations offer grants to cover the cost of obtaining one. Check out the link below for a good list of options in any price range.