Know Your Audience
If You Know Your Audience You Can...
Understand Changes in your Community
Recognize Trends in Attendance
But How Do I do That?
There are two major ways arts organizations collect audience data
Long Term Trends
Medium to Large Budgets
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.
A marketing survey may ask where a patron learned of your event or where they get their event information.
A fundraising survey may ask about other organizations they frequent or the type of events they enjoy.
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.
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.