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What Does The Lizard Represent?

August 16, 2010

by:

Joe Patti

So a few changes around the blog today. I sent a few pictures of the objects on my desk to Inside The Arts fearless leader, Drew McManus to be used to spiff up the blog header and give it a new look. I sent a picture of my copy of Peter Drucker’s Managing the Non-Profit Organization among other things. Drew said the other pictures didn’t come out right, but I suspect he just felt I was getting full of myself and trying to make myself look deep and important so used the old lizard instead. (I also sent him pictures of the yo-yos and Wheel-O that also sit on my desk, but perhaps he felt that gave the wrong impression.)

But since we tend to be a little misanthropic about the state of the arts from time to time here on Inside the Arts, I also suspect that maybe the lizard and the “Culture Dinosaurs” album cover may be a sign of things to come.

With that in mind, I am about to introduce a topic reversing past statements about how the arts should be positioned.

In the past, I have argued that the value of the arts should not be spoken about in terms of prescriptive benefits – listening to Mozart will make your kids smarter being one of the more famous claims. But we can’t entirely deny that the arts are deeply steeped with pretty much every element that make us human – history, storytelling, movement, music and memory. As such the arts are a vehicle for just about every theory and idea Carl Jung espoused from archetypes to collective unconscious and can constitute an important therapeutic tool.

Psychology Today has had a series called The Healing Arts running on their blog over the past year. Every couple weeks since February, art therapist Cathy Malchiodi has been doing a countdown of her top 10, “Cool Art Therapy Interventions.” She is down to number three so presumably the top two will be coming in the next month or so. Among those therapies she has listed are mask work, mandala making, family sculpture making, photo collages and visual journaling. You can see pretty quickly how some of these activities could help a person express themselves better or introduce calm and focus. Asked to guess what activities might be helpful, I would likely mention these at some point.

Something I would not have listed because it seems so basic is Creating Together. Except for those artists who crave a solitary existence, I don’t think many in the arts would deny that part of what draws them to the arts is the collaborative experience. Even if you don’t achieve some sublime synchronicity while working with others or interacting with audiences in your daily experience, the communal act, even when simply fooling around, can bring something to each participant. About a year ago, I talked about the possible influence of high emotional satisfaction being a possible motivator for involvement in the arts. That, or something closely related, may also contribute to the therapeutic usefulness of the arts.

Art(ist) Education, General Musings

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Why Don’t You Want To Talk To Me?

August 11, 2010

by:

Joe Patti

I often write, as do so many others, about the importance of establishing a relationship with your audience/donors/community. However, according to a blog post on the Harvard Business Review, our customers may not want a relationship with us. Well, not with arts organizations specifically, but rather with businesses in general.

The post, “Why Your Customers Don’t Want to Talk to You” begins by asking,

“Have you ever walked into an airport, seen that there is nobody in line at the check-in counter, but still made a bee-line for the self-service kiosk? Better yet, have you ever waited in line for an ATM machine even though there is nobody in line for the teller inside the bank?

If you answered “yes” to either of these questions, you’re not alone. Most customers these days demonstrate a huge — and increasing — appetite for self-service, yet most companies run their operations as if customers prefer to interact with them live.”

The authors cite data showing that businesses assume their customers prefer live service twice as much as self service, but that customers are “statistically indifferent about this … By and large, this indifference holds regardless of their age, demographic, issue type, or urgency.” The authors aren’t sure why this is, but offer a hypothesis

“…maybe customers are shifting toward self service because they don’t want a relationship with companies. While this secular trend could be explained away as just a change in consumers’ channel preferences, skeptics might argue that customers never wanted the kind of relationship that companies have always hoped for, and that self service now allows customers the “out” they’ve been looking for all along. “

But what was really helpful about the article were the comments about customer expectations and when people may prefer one type of interaction over the other. And if you don’t believe me, scroll down and read the comment left by Matt Dixon, one of the article’s authors who says as much as he enjoyed writing the post, he is enjoying the comments more.

The reasons why people prefer not to deal with a live person run the gamut- not wanting to be upsold, incompetence/poor customer service from staff, wanting to take time with decision making, not feeling pressured to justify choices to a machine and having already done research on line.

The plus side for humans is avoiding the maze of choices on voice mail systems or having a problem that doesn’t seem to fit the options provided. The human better not sound like they are proceeding through a menu of choices! And of course people aren’t entirely convinced technology is dependable. Two of the calls I fielded today were questions about whether orders had gone through.

One comment by a poster named Will Kenny caught my attention.

“Much of the problem is how companies have defined “relationship,” and many of them simply meant “some way to stay in contact with the customer, to sell more stuff.” In other words, a “relationship” is formed, in these companies, when the company has found a way to continue talking to the customer.”

I felt a little guilty because often that is pretty darn close to the subtext of what we mean when we talk about developing a relationship with our community. It is tough to get past that because we are running businesses and have bills to pay after all. We probably have much more sincere relationships with our next door neighbors than we do with our customers because we babysit each other’s kids and make chicken soup when someone is sick. But those same gestures create a positive impression about the organizations we work for in people’s minds too. And those type of sincere gestures on the corporate level –including just plain listening well–can help strengthen organizational relationships, too.

Arts organizations are in a medial position in all this. So much of what we produce can be researched using other sources. You can read scripts, watch videos, listen to recordings and read reviews. People can avoid contact with us if they like. However, because of the intimidation factor involved with the arts, we are also called upon to be experts, and compassionate experts at that, who can explain without alienating. We save money by having technology handle information requests well and replace a real person. But we also save by having knowledgeable and skilled people who answer the questions. I think there is something to be said for small organizations where some times everyone ends up grabbing the phone because it forces everyone to be able to speak confidently about matters outside their immediate area.

Audience Relations, Marketing/PR

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As The Brochure Folds, The Saga Continues!

August 10, 2010

by:

Joe Patti

For those of you who were following the trials and tribulations of my attempts to design a season brochure per the requirements of the post office, I must confess….the post office won. *sigh*

By which, of course, I mean that I could have designed it anyway I wanted if I were willing to pay the price. The changes the print house suggested did add a slightly disjointed element to the design, but since I decided most people who kept it would be looking at the other side of the brochure most of the time, it wasn’t worth the extra cost.

I have been trying to find a clear illustration of what we ended up with, but really haven’t been able to. The instructions the print house gave us in the course of trying to convince us to change the design just confused us so I didn’t want to use that. But if you are curious, grab a piece of paper and make your own mock up! We used a larger sheet than your standard 8.5 x 11 paper, but you will get the idea.

Hold piece of paper in landscape orientation. Fold the right side to the left so that the crease is on the right side. Fold the paper in thirds starting from the top. Top third folds down, bottom third folds up so it lays on top. Draw a little indicia on the right hand corner. That is the mailing side facing you. The post office likes the piece to go in with the full crease on the bottom and the creased ends on the right side. The open ends are on the top and left side.

If you rotate the page on the vertical axis and write the name of your arts organization, you see where we had our theatre name. The problem is, if you open the brochure up now, you will see the top panel is the mailing label upside down. We had a real striking image we wanted to use across the middle panel where the name of the theatre was, down to the bottom panel. I decided I could live with the mailing panel being upside down since the rest of that side looked good. With most of the important content about the shows on the other side, I figured most people would tack it up with that side facing out and rarely see the inverted panel on the back.

Any way, that was my solution for this situation. The printer is going to be having a seminar on the postal service regulations and our graphic designer plans to go. Based on what she learns and knowing how the post office likes things, next year we may start out our design concept differently with an alternative orientation and folding pattern. The one interesting thing I haven’t gotten a chance to follow up on is that both the post office and the printers said we would likely need three tabs to hold the mailing closed. All the brochures my staff and I received at our homes only had one. I am just wondering why. (I also wonder what it says that I am writing reminders to check up on adhesive tab rules.)

Marketing/PR

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Remembering It’s Not About You

August 9, 2010

by:

Joe Patti

I finally got around to reading the report WolfBrown generated following a study of what motivates donors in the San Francisco Bay area, “It’s Not About You … It’s About Them: A Research Report on What Motivates Bay Area Donors to Give to the Arts and Artists.” As you might imagine, it encourages people to focus on the interests and needs of the potential donors rather than the needs of the organization.

Much of it is very interesting. The study revealed five different motivation groups in which donors fell- Values-Driven Intrinsics, Community Altruists, Progressive Artist Champions, High-Touch Social Givers, Supportive Audience; and discussed what characteristics each group possessed as well as the percentage of the audiences these segments comprised. The report included a number of case studies on Bay area arts groups and identified the way the groups’ approaches successfully met their donors’ needs and interests.

Rather than doing a lengthy summary, I just wanted to cite the things that popped out for me. The first was regarding elements that influenced relationships:

Live conversation: Talking directly with potential donors can increase their interest in an artist and his or her project. Direct conversations can also energize the person seeking the contribution….

• Online giving: Two-thirds of FFAMC donors have made donations online, and more than 60% of those who have not given online would consider doing so. …

• Giving time as well as money: FFAMC donors are almost twice as likely to be volunteers with organizations to which they give than are donors to large institutions….

• Contact pre-gift is more important than post-gift: Two-thirds of all donors surveyed indicated that they prefer to have attended an organization’s performances before they make a contribution. 42% of FFAMC donors indicated they prefer to get engaged with an organization personally before they make a gift; only 21% of FFAMC donors suggested they need a lot of postgift attention.

• Write your thank you notes: Most FFAMC donors and donors to other cultural organizations desire timely acknowledgment of their gifts, information about the impact of their contribution and regular notice of upcoming programs or invitations to special previews or openings. There are outliers at both ends of this spectrum – people who want a lot of information and some who prefer very limited post-gift contact. Asking a donor which kind of contact they
prefer is an important part of getting to know them.

I was actually surprised about the pre-gift contact being more important than post gift. I can understand that developing a relationship with an organization is a strong motivator for that initial gift, but it is interesting to know people don’t value post gift contact as much. Which is not to say they don’t want acknowledgment. I wonder if this might be regional or even generational based since so many of the donors in this study were younger than the usual arts attendee/donor. But perhaps our assumptions about what all donors want has been flawed from the start.

The other thing that caught my eye was the way The Shotgun Players survey their audiences. When we have conducted surveys, we try to keep it short but also try to capture as much pertinent demographic information as possible. The response rate is mixed, but generally very light. From the way I read this report, The Shotgun Players asks two questions on a raffle questionnaire, a serious one about motivation or demographics and a silly one related to the show, “During our Rosie the Riveter show, it was “If you were a power tool, what kind of tool would you be?” They get a 85%-90% response rate. It was a sort of “duh” moment for me when I recognized getting the answer to one important question a show from a meaningful number of people is more helpful than getting a handful of people to answer 6-8 questions.

Later in the report were some comments that belied the idea that artists don’t want to get involved in the business end of things. (And even if the idea is true, the sentiments expressed by an artist may provide a challenge to think differently where administrators may sound like nags.) Philip Huang said of his grant seeking experience:

“I liked the matching requirement very much. I would have never done this project on my own, without the match. I never would have changed artistic direction, or changed medium on my own without the endorsement of the FFAMC grant. I believe that artists should chase things slightly outside of their personal comfort zone. For me, fundraising from individuals was definitely that. Having an externally imposed timeline and an externally imposed mandate was good. I think the match was also a motivator for my donors. Once I got clarity about what I needed and I asked for it, people responded to my sense of propose and vision.”

Finally, what I thought was really excellent were instructions in the appendix prepared by Alan Brown on how to conduct the interview portion of the study. I have read a lot of studies over the years and I have never seen something like this included. There was just a very accessible and comfortable element to the instructions. Had I been conducting the interviews, the instructions would have calmed any anxiety I felt. And from various parts of the instruction, it appears Brown was training people who were not professional researchers and may have in fact been members of the commissioning organization.

“Sitting down with ticket buyers and donors and asking them about their experiences sounds simple enough. In reality, few cultural institutions or funders conduct qualitative research on a methodical basis, and many have slipped out of touch with their constituents.”
[…]
During most interviews, a great deal of data is communicated non-verbally, through body language, hesitation, gestures, and intonation. No matter how good the researcher, it’s just not the same as experiencing the interview in person. This is why the exercise is participatory – you’ll be doing the interviewing….With the researcher out of the way, the “filter” between you and your interviewees is gone.”

Some of the instructions are just good reminders for talking to donors and supporters in informal settings.

Good interviewing also requires a good set of questions. Asking the wrong questions (or avoiding the hard questions) is a waste of time. You may feel good by the end of the interview, but nothing is gained. Asking the right questions the right way, however, can unleash passionate, emotional, or even angry responses – which can be extremely informative.
[…]

Which brings us to the hardest part of interviewing – listening. A good interviewer is a good listener. Listening requires a great deal of concentration. A good listener understands what the respondent is saying, and also thinks about what the respondent is not saying, or trying to say…. A good listener hears when the respondent is having difficulty answering a question, and re-phrases the question or illustrates a response drawing from her own experience. “Maybe I can help you with this question by telling you how I would answer it for myself…” Perhaps the most difficult aspect of interviewing is simultaneously concentrating on what the interviewee is saying and also having a sense of where the interview is going – whether to probe deeper or move on to the next question.

Some questions are direct, while other questions involve asking people to tell personal stories. For example, “Can you remember when you felt especially proud of a gift you made?” Storytelling can be extremely useful in getting people to explain important events in their lives and to open up about difficult issues….”

Audience Relations, Fundraising

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