1. Survey Results
April 2017

2. Background
The Audience Building Roundtable (ABR) conducted its first comprehensive member organization survey in January 2017.
45 of the 50 member organizations at that time completed the survey, an 90% completion rate.
Thus the survey results represent a ‘census’ of the members rather than a ‘sample of respondents’ to project beyond the membership.
View these results as a baseline to measure improvement against when we conduct the survey again after this program year. We invite you to compare where your organization is now amongst its peers in ABR.

3. Analysis Groups Total Completes = 45
Analysis by Revenue Level – 3 groups:
Analysis by Arts Organization Type / Genre* – 7 groups:
Revenue
< $300K
$300K to <$1M
$1M+
Base 15 12 18
Type / Genre*
Theatre
Dance
Music
Visual Arts*
Misc.*
Festival*
Museum*
Base 18 8 7 4 3 2
* Caution: Several types have small base sizes (less than 5)

4. Organization Type / Genre
Theater makes up much more than half of the $1MM organizations. There are many types of arts groups in each of the revenue groups.
Organization Type / Genre

5. Organization’s Annual Revenue
Revenue by arts group types vary widely.
Organization’s Annual Revenue
* Caution: Small base (less than 5)
Q. What is your organization’s annual revenue (most recent fiscal year)?

6. Annual Revenue from Earned Income
Earned income percentage increases greatly by size of organization.
Annual Revenue from Earned Income
Q. What percentage of your organization’s annual revenue comes from earned income (ticket sales, admission, participation fees, subscribers and/or membership)?

7. Annual Revenue from Earned Income
With a target of 50% or more revenue from earned income, many arts types need to look at this with an eye for revenue growth.
Annual Revenue from Earned Income
* Caution: Small base (less than 5)
Q. What percentage of your organization’s annual revenue comes from earned income (ticket sales, admission, participation fees, subscribers and/or membership)?

8. Annual Allocation to Marketing / Audience Building
Larger organizations are allocating more to marketing and audience building. There is much room for growth.
Annual Allocation to Marketing / Audience Building
Q. What percentage of your annual expense budget is allocated to marketing and/or audience building (data capture, market research, communications, advertising; including staffing for these functions?

9. Annual Allocation to Marketing / Audience Building
Only a few arts types are spending more than 20% on marketing and building audience.
Annual Allocation to Marketing / Audience Building
* Caution: Small base (less than 5)
Q. What percentage of your annual expense budget is allocated to marketing and/or audience building (data capture, market research, communications, advertising; including staffing for these functions?

10. Status in Essential Journey of Audience Building
Most organizations with revenues under $1MM are in the Identify and Seek Modes. More than half of the larger organizations are in the Spotlight and Build modes.
Status in Essential Journey of Audience Building
Q. Where is your organization in the Essential Journey of Audience Building?

11. Status in Essential Journey of Audience Building
Where one is on the Journey varies widely by arts type. Seek is the current place for many.
Status in Essential Journey of Audience Building
* Caution: Small base (less than 5)
Q. What percentage of your organization’s annual revenue comes from earned income (ticket sales, admission, participation fees, subscribers and/or membership)?

12. Position Responsible for Building / Deepening Relationships
Few organizations under $300K have a dedicated marketing manager. Executive directors and boards function in this capacity. In larger organizations either a marketing manager or executive director handle this function.
Position Responsible for Building / Deepening Relationships
Q. In your organization, who manages the building of and deepening of relationships with your audience(s)? Choose the primary position that is responsible for this.

13. Position Responsible for Building / Deepening Relationships
Again here, the pattern varies by arts type. Boards are more visible in this function for Dance and Music organizations.
Position Responsible for Building / Deepening Relationships
* Caution: Small base (less than 5)
Q. In your organization, who manages the building of and deepening of relationships with your audience(s)? Choose the primary position that is responsible for this.

14. New Audience Building Ideas Tried In Past Year
Regardless of revenue level, most arts organization have tried one to six new ideas in the past year.
New Audience Building Ideas Tried In Past Year
Q. How many NEW audience building ideas has your organization tried in the past year?

15. New Audience Building Ideas Tried In Past Year
One to three new ideas seems to be the current level among these groups.
New Audience Building Ideas Tried In Past Year
* Caution: Small base (less than 5)
Q. How many NEW audience building ideas has your organization tried in the past year?

16. % of Database with Email / Postal Address / Phone #
databases are more complete for the highest revenue groups, but across the board clearly this area needs improvement.
% of Database with / Postal Address / Phone #
Q. How many names in your database have an address, postal address and phone number? (Attendees, ticket buyers, visitors, donors, participants)

17. % of Database with Email / Postal Address / Phone #
Performance varies widely by arts type. All groups have room for growth here.
% of Database with / Postal Address / Phone #
* Caution: Small base (less than 5)
Q. How many names in your database have an address, postal address and phone number? (Attendees, ticket buyers, visitors, donors, participants)

18. Repeat Attendees – Past Year
Repeat audience is more positive in the large revenue organizations. All have room for growth.
Repeat Attendees – Past Year
Q. How many of your attendees / ticket buyers / visitors / donors / participants have attended / purchased / donated / participated / visited MORE THAN ONCE during the past year?

19. Repeat Attendees – Past Year
Theater organizations have the most 75%+ repeaters, Dance organizations have the next largest repeat base, followed by music and festivals.
Repeat Attendees – Past Year
* Caution: Small base (less than 5)
Q. How many of your attendees / ticket buyers / visitors / donors / participants have attended / purchased / donated / participated / visited MORE THAN ONCE during the past year?

20. I know who my organization’s target audience(s) is
Three-fourths of all the ABR organizations know who their target audience is.
I know who my organization’s target audience(s) is
Q. I know who my organization’s target audience(s) is. Scale: Agree / Disagree / Not Sure

21. I know who my organization’s target audience(s) is
There is similar awareness of target audience by arts type, with the exception of the Miscellaneous group, which has a more diverse audience base.
I know who my organization’s target audience(s) is
* Caution: Small base (less than 5)
Q. I know who my organization’s target audience(s) is. Scale: Agree / Disagree / Not Sure

22. Optimism shines across the board!
I feel optimistic about my ability to increase my organization’s audience(s)
Q. I feel optimistic about my ability to increase my organization’s audience(s). Scale: Agree / Disagree / Not Sure

23. Optimism is slightly lower among Dance and Music organizations.
I feel optimistic about my ability to increase my organization’s audience(s)
* Caution: Small base (less than 5)
Q. I feel optimistic about my ability to increase my organization’s audience(s). Scale: Agree / Disagree / Not Sure

24. There is a huge disparity on this topic by revenue group.
My organization focuses its expense budget, energy and attention on attracting its target audience(s)
Q. My organization focuses its expense budget, energy and attention on attracting its target audience(s). Scale: Agree / Disagree / Not Sure

25. The amount of focus on attracting target audience varies widely by group type.
My organization focuses its expense budget, energy and attention on attracting its target audience(s)
* Caution: Small base (less than 5)
Q. My organization focuses its expense budget, energy and attention on attracting its target audience(s). Scale: Agree / Disagree / Not Sure

26. Organizations with revenue less than $300K have changed less than larger groups.
My organization’s staff structure has changed in the past year to focus on building our audience
Q. My organization’s staff structure has changed in the past year to focus on building our audience. Scale: Agree / Disagree / Not Sure

27. Change by the Music and Miscellaneous categories is lower than other arts group types.
My organization’s staff structure has changed in the past year to focus on building our audience
* Caution: Small base (less than 5)
Q. My organization’s staff structure has changed in the past year to focus on building our audience. Scale: Agree / Disagree / Not Sure