Info You Can Use

Info You Can Use: CultureTrack Survey Results

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Welcome SoundNotion fans. Come in, take a look around while you are here.

I just got around to reviewing the results of the recent Culture Track Survey. As always with surveys, there were a couple interest tidbits to be gleaned. I looked at the Cultural Track report and then the longer research report. Both are pretty easy to read since the bulk of the pages consist of a graph and a few sentences reflecting on the findings.

One result that caught my eye was in regard to corporate sponsorship. I don’t often see audience perceptions surveyed on this subject.

 

Perceptions of Corporate Sponsorship

If you are making an economic argument for the value of the arts, you should probably be pitching it to businesses as well as governments as a way to enlist corporate support both in your lobbying and fund raising efforts. Just be careful not to make the case so strongly that you start to encourage people to use your organization to charity-wash their reputation lest you become a little tainted by association.

The report talks about barriers to attendance, what motivates people to be subscribers, how influential social media is on the attendance decision (not as much as you might think, though growing). The finding that didn’t jibe with my experience at all was that people plan their attendance well in advance.

“Both visual and performing arts audiences have become significantly less spontaneous and are planning their attendance much farther in advance.

· Only 5% of 2011 respondents visit a museum or exhibition on the same day they make the decision to attend, compared to 17% in 2007.
· Just 3% of respondents attend a performing arts event on the same day of their decision, down from 9% in 2007.”

The only way I can reconcile these numbers is if these reflect planning only and not acting to purchase tickets. Even broken down by subgroups, both infrequent attendees and young seasoned omnivores are planning well ahead in the 50% range and a few days in advance in the 37% and 44% range, respectively. I suspect people may plan in advance, but purchase later.

If there is truth in this, then I am feeling a little more secure in how early I start to promote events. I have often wondered if I am wasting time and money by not just concentrating most of the efforts to the last 5 days before a performance. The results say being able to access information well in advance of an event is highly valued.

The research report had more detailed results about the survey. If you are particularly interested in specific data about the ways different groups are using social media and technology to learn about events, you may want to take the time to study the results (PDF pages 20-33, 37-41).

Some results not related to social media/technology that you may know about, but bear repeating-

-Watching and listening to the visual and performing arts often occurs outside the exhibition / performance hall

-Enjoyment, spending time with or supporting loved ones, and interest in programming play roles in decisions

-Cost, lack of interest, and inconvenience are all barriers to entry

-No one factor contributes to the subscription buying process more than others, but exclusive events are less important than other benefits (last bit is interesting to know-Joe)

-For those that visit cultural organizations less, the reduction is focused on cutting expenses rather than a loss of relevance

-Frequency of attendance is a better indicator than income in terms of determining likelihood of contributions

-On site information helps enrich visits to cultural organizations

One response that interested me was: “Respondents from cities were significantly more likely to indicate that their home city should be considered a cultural center.”  I am intrigued by the idea that city dwellers more than suburban and rural residents place a high level of importance on being perceived as living in a cultural center. If you live in a rural area, you probably have priorities that don’t emphasize a cultural life. I guess the same is true of the suburban experience. Perhaps suburbanites value having their homes within easy commuting distance of work and great culture and don’t have a high expectation of a great cultural life in their town.

 

Info You Can Use: Insurance Pocket Guides for Artists

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As part of their never ending battle to become the best friend of everyone in the arts profession, Fractured Atlas has created a website for a series of pocket guides to insurance for performing and visual artists they have developed. There is a specific guide to each discipline- music, teaching artists, theatre, dance, public artists, visual artists, craft artists and film. There is a note that guides for other groups like independent contractors and radio producers are on the way.

The guides are short and pretty easy to understand. There are fun little prompts to get you to read further

“Since this is a solo operation, I don’t have anyone I pay but I do shamelessly ask friends to move my gear. Done under duress or not, that’s still considered volunteering. Do them a favor. Volunteer Accident [Insurance]

And the answers found on those pages also employ a little humor:

“In a claim, you pay the first $250 and the insurance company will cover the rest. That’s to keep you from filing a claim for the $30 of Medicated ChapStick you bought your trumpet player after your six hour rehearsal. “

The guides cover everything from general liability coverage for groups and individuals, volunteer accidents, workers’ comp, property coverage (including instrument insurance), touring, disability, health and insurance for boards of directors.

But probably of most value is recent guide they have added about the new health reform law and how it relates to artists. I had been wondering what the implications of the law might be for the arts. Though there is clearly still work to be done, from what the guide says, many artists can breath a little easier and should be able to have insurance and a place to live instead of choosing between them.

Fractured Atlas encourages everyone to participate in getting health insurance:

If we’re going to hold insurance companies accountable, then we must also ensure a stable risk pool with full participation by everyone in the United States workforce. We are all players in the system, and our actions impact its economic balance.

That’s why the law includes an individual mandate which requires that all Americans have health insurance or face tax penalties. The only way to prevent a spiral of ever-increasing premiums is to ensure that we’ve all got some skin in this game.

Info You Can Use: Good Governance Policies

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There is an old adage about the cleanliness of a restaurant restroom being indicative of the care being used in the kitchen for food preparation. There really isn’t an actual relationship between these two facts, but a dirty restroom is enough to give one pause.

The Non-Profit Law blog says the IRS takes a similar stance on whether you check Yes or No on your Form 990 about the presence of policies in the following areas:

* Conflict of Interest Policy (Part VI, Section B)
* Executive compensation approval process (Part VI, Section B)
* Document Retention and Destruction Policy (Part VI, Section B)
* Gift Acceptance Policy (Schedule M)
* Meeting minutes document practices (Part VI, Section A)
* Review process of Form 990 by the Board of Directors (Part VI, Section B)
* Whistleblower Policy (Part VI, Section B)
* Joint Venture Policy, if applicable (Part VI, Section B)
* Policies regarding chapters, affiliates, and branches, if applicable (Part VI, Section B)

It is not illegal to lack these policies, but their absence can be a sign of poor governance and therefore contribute to a decision by the IRS to subject an organization to greater scrutiny.

Emily Chan notes that just because you have policies in these areas doesn’t mean you are covered. It is important to evaluate the policies to ensure they are appropriate for your organization and its ability to adhere to them, comply with the law, are understood and actually practiced.

She supplies the following helpful info: “Note changes to policies are not required to be reported to the IRS unless such polices or procedures are contained within the organizing documents or bylaws and regarding certain subject matter such as conflicts of interests. See Form 990 Instructions.”

If an organization doesn’t have a policy, Chan advises not rushing to formulate them out of a desire to appear to be exercising good governance for public relations reasons (and to perhaps avoid the IRS’ steely gaze). Poor policy being nearly as bad as no policy. Proper policy takes time to formulate so give yourself the time to develop it. In her tips for evaluating existing policies there is an implication that one should avoid adopting the policies of other organizations in any significant degree.

The guidance she provides for creating new policies is:

Thoughtful considerations about how to get to “yes” can include questions such as:

* Which policies have a higher priority based on the circumstances of the organization? For example, an organization that frequently accepts non-cash gifts may have a more pressing urgency to adopt a useful gift acceptance policy as opposed to an organization that hardly, if ever, accepts donations from the public.
* What are anticipated governance issues or past governance issues that these policies should address?
* What kind of capacity limitations – staff, financial resources, or otherwise – should we be mindful of in drafting and adopting a new policy?
* What is the projected timeline for drafting such policy and presenting it to the board?
* If anticipating a prolonged delay (due to resources, time, etc.) before formally adopting such policies, what problems might this cause and what can the organization do to help mitigate these risks?
* Is the organization prepared to explain to the IRS, its constituents, or others why it currently does not have a certain policy and articulate its action plan moving forward to adopt one?

Additionally, it is important to note an organization lacking the recommended policies is not without any recourse on the Form 990. For example, Schedule O (2010) allows for supplemental narratives to further explain the policies or processes used at the organization to address these governance concerns.

Stuff To Ponder: Surveying The Whole Person

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Two thought provoking articles about surveying popped up on my computer today. While you may not think surveying is terribly exciting, I encourage you to read on. I promise there is no talk of statistical analysis.

The first I found on the Createquity blog where Crystal Wallis recounts how the North Carolina Arts Council turned to folklorists from the North Carolina Folklife Institute to help establish an arts council in one of the counties. Once Wallis explained the reason the state arts council tapped the folklorists, it made perfect sense to include them. Then I started wondering why more surveys don’t involve folklorists.

Folklorists, as it happens, are some of the best trained interviewers out there. They also have a particular advantage when it comes to arts research: folklorists are trained to seek out and recognize creativity in all forms, especially that which comes from people who don’t consider themselves “artists.”

From all accounts, it looks like the folklorists achieved excellent penetration into all corners of the community, including many niche populations that revealed the diverse historic and present influences in daily life. They didn’t just identify these elements in the community, but spoke with them as well.

Wayne Martin, Senior Program Director for Community Arts Development at the North Carolina Arts Council, explains the benefits that came from using folklorists in this project.

* Authenticity

“By having folklorists trained in interviewing, we got some really eloquent statements that we were able to quote exactly. The results of the research were in the words of residents, which was a different tone than when other consultants would come in and write about a place. We were confident that the assets they reported on were valued by those in the community, lending an air of authenticity and connection we hadn’t had from other reports.”

Martin’s words came back to me when I read the next article on Asking Audiences blog. Peter Linett talks about a New York Times piece criticizing a Brooklyn Museum exhibit on Plains Indian tipis for being bland, blaming the use of focus groups and visitor surveys in the planning process.

Linett addresses the problem most arts organizations face when asking audiences about future programming. Programming per popular acclamation of committee results in something that is uninspiring to everyone. Foregoing feedback entirely risks appearing highbrow and elitist. Because people are often at a loss to offer suggestions and questions on topics they know nothing about, the best intentions to avoid confusing complexity and condescending simplicity result in a middle of the road product in which “you can sense the oversimplifications even if you don’t know enough to say exactly what they are, and you can feel the flat, pedantic tone.” While Linett makes this observation in term of museum exhibitions, I am sure you can think of similar examples in other disciplines.

Linett identifies a likely source of the problem. (emphasis his)

But that’s because we’re starting with a narrowly cognitive, educative purpose in mind. We’re interested in what visitors know about tipis rather than (for example) what they feel, what they wish, what they fear, what they find beautiful, what they find sad. We’re looking at a single, isolated aspect of human connection to the material. It’s not necessarily the most interesting aspect, but it’s the one that museums, as Enlightenment institutions, have traditionally cared about most.

What kinds of questions would we ask if we cared just as much about emotional, spiritual, social, ethical, imaginative, and physical connections to that material? How would we start a conversation with our audiences about those kinds of engagement…

Upon reading this last bit, I was struck that this was what the North Carolina folklorists were asking of those they surveyed — or at least these elements were present within the answers they were recording. The greater degree of authenticity Wayne Martin observed in the survey results was likely due in part to answers that reflected these aspects of the interviewees’ connections with arts and the idea of a county arts council.

Surveying on an emotional rather than an intellectual level makes a lot of sense. People react to art and even the idea of the arts on a visceral level that they can have difficulty verbalizing. Surveying factual information isn’t going to help elicit a truly valuable response because people often don’t know why they do or don’t like art.

At least once a day when I am reading about arts topics in a newspaper article or a blog, there will be a comment that says “as long as no tax money is used for it…” and/or “art(ists) should support themselves.” I suspect these phrases are just convenient ways for people to get past the fact they don’t really know how to discuss how they feel about the arts. Certainly this inability is shared by those who want to offer praise as well. Asking Linett’s questions about what people felt, feared, admired and pitied might bring more sophisticated answers and avoid that question all performing artists fear–“How did they memorize all those words/steps/notes.”