Why Donors Stop Giving to Cultural Organizations (DATA)

Here’s why some people make a few donations to a cultural organization and then stop giving, according to the Read more

A Month In My Life Working With Cultural Organizations

Happy Thanksgiving week, folks! I’m interrupting KYOB’s regularly scheduled posts to write this a-tad-more-personal post (and put it up Read more

Cultural Organizations: People (Not Things) Matter Most

This may be the most important sentence for the evolution of visitor-serving organizations. This post is a short one, but Read more

Four Lessons For Cultural Organizations From The 2016 Presidential Election

This election has provided significant thought-fuel for cultural organizations. Before it comes time to “never look back” on this Read more

What Annoys High-Level Members at Cultural Organizations? (DATA)

Here are the top-five things that visitor-serving organizations do that annoy high level members the most... And the interesting Read more

Six Concepts that Visitor-Serving Organizations Confuse at Their Own Risk

For the sake of the future of cultural organizations, let's stop mixing up these terms.  There’s a good amount of Read more

Community Engagement

Cultural Organizations: People (Not Things) Matter Most

This may be the most important sentence for the evolution of visitor-serving organizations.

This post is a short one, but it’s an important one to me – and for cultural organizations, too, I believe. As many have noticed, I took last Wednesday off of posting KYOB. It was the day after the United States presidential election and, needless to say, there were some other things on peoples’ minds…

This video is a plea for cultural organizations to wake up.

This week’s Know Your Own Bone Fast Facts video is my rallying cry I hope that you’ll take a moment to watch the video and think about the message. Regular Know Your Own Bone readers likely have this sentence engrained into their brains. And if I could contribute one sentence to leave as my cultural organization legacy that has the potential to deeply change cultural organizations for the better, this would be it:

Your organization can determine importance, but the market determines relevance.

 

That sentence is so much more meaningful and important than it may sound when you first hear it…

It is the basis of nearly every myth-bust on Know Your Own Bone. Essentially, it’s quite common that cultural organizations will declare that something (some content or issue, for instance) is important. However, if nobody cares about that “important” thing, then it’s difficult – if not impossible – to educate, inspire, or initiate support. As a well-educated and sometimes erudite sector, we’re used to knowing things and being expert about things. And we are experts. But just because we are fascinated by a topic doesn’t mean that the market cares about it – or knows enough to care about it yet.

 

Relevance reigns

It doesn’t matter how loudly an organization shouts that something – an issue or some content, for instance – is important. If the market doesn’t understand the relevance of that issue or content, then that issue or content may as well not matter at all. Nobody hears it. Or they do, but it has no “so what?” to make it meaningful.

Connectivity is king in today’s world. To fulfill our missions, we need to build a bridge. We need to cultivate relevance, and we need to bring value. After all, our organizations cannot exist without the support of visitors and donors. Our task, then, is to help connect people to things. If we think something is important but we haven’t established its relevance, then it is not likely that the market will listen. We haven’t created a reason for them to listen by establishing a connection to that issue.

 

We think we are about things. We are not. We are about people. At our best, we are hubs of human connection.

Data suggest that who people are with is by far and away more important to our audiences than what they see onsite. With > What.  We are connectors and facilitators of shared experiences. It is one of our superpowers, and yet we often throw this away in favor of esoteric, distancing content. Our industry still most values those who specialize in content over those who specialize in connection.  What good is content without connection? 

The idea that the market determines relevance is NOT a “dumbing down” of cultural organizations. The market expects us to be experts. Instead, it means finally realizing that people matter in executing our missions.

It’s our audiences that matter most in our organization’s survival. After all, they pay admission, become members, spread word-of-mouth endorsements, and make donations. On top of that, our missions to educate and inspire revolve around human beings as well. Why, then, do so many cultural organizations believe themselves to be about things rather than human beings?

There are universities that may more willingly employ those leaders who stubbornly insist upon cherishing their own one-way interest in objects or content. Museums, however, have missions to connect people and things… To show how and why things matter. How have we so lost our way that misunderstanding this seems to be the primary barrier within cultural organizations – and is even the basis of layoffs at times?

And when I encourage organizations to consider “human beings,” I mean “human beings” – not solely erudite, cultural gatekeepers that scoff at content that inspires engagement among the not-as-expertly-erudite. These gatekeepers can be helpful influencers to underscore our topic expertise, but are our missions to “educate and inspire the already topic-educated and inspired?”

We can be as loud as we want about scholarly ideas, but if we don’t cultivate connection among people, then there’s nobody to visit, to donate, to educate, or to inspire at all. Again: Organizations may determine importance, but the market determines relevance. We can pitch that something should matter to people, but we don’t decide. They do.

People matter most for both our missions and our solvency.

Let’s start acting that way.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Myth Busting, Nonprofit Marketing, Sector Evolution, Trends 4 Comments

Four Lessons For Cultural Organizations From The 2016 Presidential Election

what cultural organizations can learn from the 2016 presidential election

This election has provided significant thought-fuel for cultural organizations. Before it comes time to “never look back” on this election, let’s reflect on what we’ve learned that can help organizations evolve.

Is it November 9th yet? While this election is a crazy one and we may all be rather sick of it at this point, we visitor-serving organizations would be remiss not to pause and take inventory of the lessons that we can learn from the 2016 Presidential Election.

I’m with her. That may be polarizing to some readers, but I’m passionate about that and I feel that I need to acknowledge this upfront. That said, there’s a lot that we can learn from him in this election cycle, and both candidates have shined light on important trends. While Trump’s rhetoric and viewpoints may make parents wish that those memory-zapping contraptions from Men in Black really existed for use on their children this election season, Trump has also provided us all with significant, useful thought-fuel. I think it’s important that we don’t let this moment go to waste and that we learn what we can from it. This is just a start.

There are many, many lessons to be learned from this election. Here is some thought-fuel offered from this election that can be utilized to help make cultural organizations better.

 

1) Disruption gets you noticed – but you need substance and credibility to lead

If Donald Trump’s mere existence as the Republican presidential nominee has taught us anything, it may arguably be that there’s value to authenticity and being yourself. Donald Trump seems to be unabashedly Donald Trump, while Hillary gets called out when attempting to appeal to different audiences or speak like a millennial. Trump’s disruption gets him noticed in a big way. He hijacks interviews, live tweets Clinton’s speeches, and even insults folks (Here are the 282 people, places and things that Donald Trump has insulted on Twitter). PixelKitchen says it best: “He disrupts what we have come to expect from a presidential candidate.” It gets him noticed and, for some, it secures his support.

Hillary, on the other hand, has more of the experience and background that we’ve indeed come to expect from a presidential candidate. As boring or frustrating that may be to some (depending on your views), it means that she’s spent her professional years doing very different things than what Donald Trump has been doing, “refreshing” as some may view his background to be.

While it’s not entirely different or maybe not as new or disruptive as what Donald Trump brings to the table, her substance and compared credibility is helping her in the polls. As I type this, Hillary Clinton has a 70.0% chance of winning the election according to Nate Silver’s famous FiveThirtyEight election forecast.

trump and clinton background

Lesson for visitor-serving organizations:

Be true to yourself AND bring value – combine the “good” of Trump with that of Hillary. Being true to your organization helps avoid point of reference sensitivity – a phenomenon that threatens overall satisfaction at cultural organizations. On the other hand, bringing value and a meaningful, public-service- oriented “so what?” helps drive financial solvency. And, obviously, we need to be solvent in order to survive and thrive.

There’s also a more tactical take-away here that mirrors the inclination of some cultural organizations to use social media for social media’s sake. In other words, some organizations use digital engagement in order to get noticed rather than to truly secure visitation or build their reputations in ways that underscore their mission. This “miss” tends to occur when organizations think that digital engagement is more about “digital” (i.e. technology) than it is about “engagement” (i.e. people.)

 

2) Who you are with matters more than your content

Donald Trumps words (or, content) has created a “political climate [that] is rampant with over-blown egos and personal interest, crowding out the kind of leadership that strengthens communities” and, according to TIME Magazine, may be threatening social and emotional health of children who are watching this election play out.  Still, Republicans are still supporting the candidate. In fact, House Speaker Paul Ryan voted early in his home state of Wisconsin, declaring the need to “support our entire ticket.”

More than 160 Republican leaders don’t support Donald Trump, and yet many are voting for him because he is the Republican candidate. It’s been reported that, “for all the attention on the fights between Trump and a faction of Republicans that support him, most GOP elected officials have so far taken the path of least resistance. They’ve supported their party’s nominee, even it they’re note thrilled with him. What seems to matter in getting votes for Trump may simply be that he is the Republican candidate.

Lesson for visitor-serving organizations:

The data is unassailable that who people are with when they visit a cultural organization is more important than what they see. When it comes to cultural center visitation, with > what. I’ve written about this data many times before, but it’s worth mentioning again: A great superpower of visitor-serving organizations is that we are facilitators of shared experiences – even more so than we are expert content providers.

IMPACTS- With over what data

Okay, okay. It may be a stretch connecting it to the election… but “with > what” underscores issues of identity and alignment in terms of what arguably matters most to people in life and in cultural organizations: connection to others. At our best, we are hubs for human connection. 

 

3) Be smart with social media.

Social media has played an important role in this election because social media is important (link). Candidates have been using social media to tell their stories from the beginning of the election. For instance, the Clinton campaign uses Snapchat and she even let Katy Perry take over her Instagram account for a day,

Pew Research reports that, even in January of 2016, “44% of U.S. adults reported having learned about the 2016 presidential election in the past week from social media. Moreover, as of July, 24% say that they have turned to social media posts by Hillary Clinton or Donald Trump for news about the election – more than those who turn to either of the candidates’ websites or emails combined.

While election-based social media is often simply used to reinforce confirmation bias (or, help people stengthen their resolve in believing their already-held beliefs), it is used differently by the candidates. Hillary often passes along messages crafted by the campaign itself while Trump reaches out to news media and the public, Pew Research assesses. Trump has created a reputation as a Twitter Cry-Bully and Hillary is tweeting things like this: (Bazinga!)

Hillary Clinton Twitter

The candidates are utilizing each platform in the ways that best match the needs of that platform’s audience. It’s been reported that while Facebook, YouTube, and Twitter are still priorities, Snachat and Instagram have emerged as the best way to reach young voters during this election.

 

Lesson for visitor-serving organizations:

Be smart about your use of social media. Social media is NOT only used by millennials. In fact, social media is an incredibly important communication platform for potential visitors and donors to cultural organizations. Moreover, social media plays a critical role in driving visitation decisions. And if you think that, unlike the resources utilized by the market to learn about the election, your organization’s website is your most important online communications asset – think again. Social media is critical for reaching audiences today.

IMPACTS - sources of information for HPVs

4) Know your target audience  

Microtargeting has been a big deal in this year’s election. Microtargeting involves utilizing big data to craft messages that appeal to very specific audiences or bands of supporters. The more data that’s collected, the “smarter” the predictive model becomes. (This is a lot like what we do at IMPACTS when determining optimal admission pricing for visitor-serving organizations.) As an example related to the election from Forbes, “Ted Cruz hired statisticians and behavioral psychologists to analyze voters’ consumer habits and Facebook posts, as well as to tailor messages to specific personality types. To elicit support for gun ownership, people who were deemed “fearful” were sent a picture of a burglar breaking into a home, whereas “traditional” voters received a picture of a family on a hunting trip.”

For the election, microtargeting begins with a voter database and builds on with supplemental information that may include demographics, occupation, memberships, magazine subscriptions, and other types of information that can be accessed and help paint a portrait of a type of person. You can read more about microtargeting during this election here. Moreover, Trump’s will to ignore voter data is thought to hurt the GOP.

 

Lesson for visitor-serving organizations:

We live in an increasingly personalized world. Our Facebook and social media feeds run on algorithms intended to appeal to us specifically. They aim to show us what we have the most interest in seeing. Personalization is critical for visitor-serving organizations and it affects everything from the onsite experience to group tours, to – of course – social media interactions.

Understanding the importance of targeting messages to different audiences is the very basis of a sustainable business plan for cultural organizations. Namely, admission is not an affordable access program and admission and access programs need to work together to both achieve financial sustainability and also achieve our missions. Not adequately targeting audiences is a big reason why most affordable access programs within cultural organizations are unsuccessful. In sum, targeting messages to specific audiences is a required area of growth for our industry, and the presidential election reminds us that this is the new reality of today’s world.

 

While it almost pains me to write an election-oriented post during a time in which many cannot possibly wait for the election to be over, I hope that the lessons that we’ve learned are not lost on us. I fear that if we don’t take a moment to reflect on what is happening and what we can learn, we may miss a critical opportunity to move forward (together?). (Apologies. I couldn’t resist!)

Here’s to whatever outcome you are hoping for on November 8th .(By now, you all know my strong preference.) But here’s also to learning in the meantime. Scratch that. Here’s to always learning so that we can make museums and cultural organizations great (again?) (Once again, I couldn’t resist.) Yes. Here’s to always learning.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

 

Photo credit: The Hollywood Reporter,

Posted on by Colleen Dilenschneider in Community Engagement, Nonprofit Marketing, Sector Evolution, Trends Leave a comment

Point of Reference Sensitivity in Visitors: How It Affects Your Cultural Organization And What To Do About It

Data suggest that it’s good to to be the first organization that someone visits… but what if yours is the second?

If you’re the best art museum, for instance, then a visitor to art museums should be able to tell, right? Wrong. As it turns out, it’s a bit more complicated. This week’s Know Your Own Bone – Fast Facts video is about firsts… and seconds. And what to do if your organization is second.

You probably remember your first kiss – and your first car, your first love, and a whole host of other firsts. As human beings, we tend to ascribe a premium to firsts – and visits to cultural organizations are no different. Data suggest that first-time visitors to a type of cultural organization – such as a science center – rate their visitor satisfaction higher than those who have visited any other science center before – 18.1% higher, to be exact.

That’s a huge bump! It’s great news for the first cultural organization of its kind that a visitor experiences. Woohoo! We’ll take it! While this value varies slightly based on cultural organization type (history museum vs. aquarium vs. symphony), they tend to hover around this average.

However, the sad side of this coin is that, for no fault of their own, the second (and third, forth…) like-organization that an attendee visits is likely to suffer from significantly lower satisfaction levels than the first. This is a big deal for many obvious reasons, but one of which is the fact that overall satisfaction is a major contributor to overall value perceptions of organizations. Lower satisfaction levels lead to less word of mouth and thus less support and visitation. Yikes!

First time visitors also rate their experiences 14.8% higher in terms of value for cost of admission. That’s another huge bump that’s great for organizations able to benefit from that “first time” magic. 

We call this phenomenon Point of Reference Sensitivity

pors-image-impacts

We noticed this trend at IMPACTS and we gave it a name. Point of Reference Sensitivity suggests that the market’s expectations are being constantly reframed by recent experiences. Essentially, as a person gains familiarity with an experience, it becomes increasingly harder to impress them. While Point of Reference Sensitivity may make logical sense, it’s still a bit of a bummer for the second cultural organization that hosts that visitor.

What is the solution? Be more unique.

Differentiate yourself as an individual organization rather than priding yourself on being like all other such organizations. That may sound overwhelming, but the good news is that we live in a connected world where differentiation may be easier – and more expected – than ever before. It’s a call to organizations to undertake smart experiments and creative programs, and to incorporate avenues for personalization and shared experiences. It’s a call to action to know who your organization is and what it stands for as well as why it is uniquely important. Achieving that “first time” satisfaction bump with every visit means smart integration of trends and awareness of market perceptions. Unsurprisingly, perhaps, it all comes back to doing well what you do well – and letting folks know about it!

Those organizations that are most susceptible to Point of Reference Sensitivity are those that believe themselves to be mostly a type of attraction rather than a unique organization. The key to overcoming Point of reference sensitivity is to be yourself. That is how the market determines which organization is “best.”

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, IMPACTS Data, Nonprofit Marketing, Sector Evolution 1 Comment

Millennial Data Round Up: What Your Cultural Organization Needs To Know

The great millennial round up 2016 - Know Your Own Bone

This is what you need to know in one, single post.

Millennials are a hot topic. While I consider “millennials” but one topic in the file of “pressing issues necessitating the evolution of visitor-serving organizations,” it turns out that there is a lot of information to point out and underscore.  No doubt, I’ll be adding to this list with future posts and there’s more where these came from, but these nine Know Your Own Bone Posts make up a helpful set list for engaging this new and important audience. I’ve been on a millennial-related post roll recently. Let’s keep it going for one more week.  Here is a compilation of nine data-informed take-aways for cultural centers aiming to reach millennial audiences.

Some of these posts are videos and some are data-informed articles. Each of these points links to a post with more in-depth information. But before we dive in, I must share this (though it is mentioned in several posts): “Millennial talk” is increasingly code for “everybody talk.” The trends that are most effective in engaging this generation are trends that are increasingly required for reaching other generations as well. So if you’re not completely sick of “millennial talk” and are able to take a step back, you may find yourself nodding and thinking, “Hey! This is increasingly true for ALL visitors to cultural organizations.” Because it is.

 

1) MILLENNIAL TALK is not about ignoring other generations

This is the best place to start. If you’re experiencing “millennial talk” overload, here are four important things to keep in mind. Remember: When we talk about the need to reach millennials, we are NOT talking about ignoring other generations. Instead, we are adding a new, important generation to our discussion list of existing important generations. In order to carry out effective “millennial talk,” we need to remove defensiveness and realize that we’re talking about the future of cultural organizations for all visitors and generations – not only millennials.

 

2) We have a big problem with engaging millennials (DATA)

Why Cultural Organizations Must Better Engage Millennials (Know Your Own Bone)

And we need to fix this in order to survive long-term. Data suggest that the issue is particularly pressing. Millennials currently represent the largest segment of visitors to cultural organizations. (Nope. Not Baby Boomers). However, millennials are also the only age demographic not visiting cultural organizations at representative rates. This means that millennials are both our most frequent current visitors AND the visitors that we need to do a better job attracting in order to survive and thrive. As sick as we all may be of talking about millennials (I am, too, and I’m a millennial!), these facts make effectively engaging this audience a VERY big deal. This is a reality that organizations ignore at their own risk and it is my experience that showing this data and underscoring  this situation helps explain why this generation is getting so much attention right now.

 

3) There are two (most important!) things to keep in mind for engaging millennials

 

Okay – so reaching millennials is important and other generations should not take this need to mean that their own generations are less important. So how can organizations best reach millennials? There are a lot of tips and tricks out there, but I’ve boiled it all down to two. Here are the two, most important mindset shifts for engaging millennials. They sound simple, but they are actually large-scale culture changes for many visitor-serving organizations to carry out. They require a shift in how we think. Again, however, making these shifts does not only help position organizations to better reach millennials. It positions organizations to better reach all visitors in today’s connected world. Really, these two shifts are necessary for engaging nearly everyone. 

 

4) Millennial audiences may be our best audiences (DATA)

Engaging millennials has a huge payoff! This post highlights three, data-informed reasons why it’s absolutely worth the energy to reach these folks. Namely, they are super-connected to many people and have terrific potential to share positive experiences and spread valuable word of mouth and third-party endorsements of your organization. They are also most likely to share those positive experiences with their circles! Moreover, millennials have the greatest intent to revisit a cultural organization among the three, primary generations today. It all adds up to an understanding that targeting millennials is a good thing for everybody – and this generation does a lot of important messaging for organizations!

 

5) Millennials spend the most on food and retail (DATA)

It’s a smaller point, but it’s also an added bonus: Millennials spend more than any other generation on food and retail at visitor-serving organizations. Check out the data. For those folks who are less “believing” of the incredible value of third party endorsements in securing visitation and the importance of millennial audiences on that front (discussed above), here’s a more cut-and-dry financial incentive. Are we all happy now? Yes? Excellent.

 

6) Attracting millennials is key to engaging people of different racial and ethnic backgrounds (DATA)

Attracting Diverse Visitors to Cultural Organizations- Know Your Own Bone

Organizations often aim to engage folks of different racial and ethnic backgrounds. In doing this, many organizations overlook information regarding how people of different racial and ethnic backgrounds actually view themselves. The United States population is growing increasingly diverse with folks that are different than the historic visitor to cultural organizations – and much of that change is driven by millennials. We are the most diverse generation in the workforce. But we don’t primarily identify ourselves as our ethnic backgrounds. We identify ourselves as being young. This data is critical because it means that an important key to engaging audiences of more diverse racial and ethnic backgrounds is – in fact – engaging millennials.

 

7) Millennials are changing membership programs (DATA)

Millennials are necessitating change. If your organization doesn’t have as many millennial members as it should, it may be because your organization is not yet offering the type of membership that millennials want! (In fact, many aren’t.) The data about what millennials want in a membership program is particularly cool (in my humble opinion) because it underscores a trend that we are seeing for members on the whole. Mission-based members are more valuable members than transaction-based members and, really, what many organizations consider to be one “membership program” may actually be two, separate programs. There’s important thought-fuel here.

 

8) Millennials are not naturally caring more about arts and culture as they age (DATA)

millennial cause durability

And now for some not-great news: We cannot sit around and wait for millennials to “grow into” caring about cultural organizations. It’s not happening. At IMPACTS, we call this “cause durability” and millennials have it. The thought that millennials will “age into” historic visitor profiles is not proving true. Simply because the historic visitor profile is an older, white person doesn’t mean that millennials will have the same values when they become older, white people themselves (…particularly because this generation is incredibly diverse so that’s not even a thing for almost half of our generation). “But,” you say, “this isn’t about ethnicity – it’s about growing wisdom and appreciating the finer things in life as one ages!” Okay. We can hope for that, but data isn’t supporting it and is it worth the risk to your organization’s future to simply sit around without effectively engaging these audiences?

 

9) It is time to add millennials to your board of directors

Millennials represent the largest generation in human history. Still, many boards of directors for cultural organizations do not include a single millennial. Here are five important reasons to add millennials to your board of directors. They aren’t rocket science. They may simply be inconvenient truths… but truths they are, nonetheless. It’s difficult to attract millennials without listening to them and getting their input where it counts: in the board room and in leadership meetings.

 

There’s more to come on Know Your Own Bone in regard to engaging millennials, to be sure – and there are more posts than these in my archives. That said, I’ve tried to select the hardest-hitting, what-you-need-to-know round up. We’ll take a break from millennials for a while and get back to other myth-busts and trends in the weeks ahead- but there’s a lot here and it’s important. I hope that these posts are useful to you and please remember to dive into the individual points to get the full information and dig into the data. We’re on our way to integrating new mindsets into our organizations!

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

 

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, IMPACTS Data, Millennials, Nonprofit Marketing, Sector Evolution, Trends Leave a comment

Three Data-Informed Reasons to Love Gen X Visitors to Cultural Organizations

Thank you, Gen X. Just… Thank you.

Let’s be honest: Generation X is squeezed in between two large, noisy, and rather needy generations – and we spend a lot of time talking about these millennial and baby boomer visitors to cultural organizations. But what about Generation X? 

That’s what this week’s Know Your Own Bone Fast Facts Video is all about!

Generation X visitation behaviors often get the short end of the stick when it comes to getting attention in staff meetings and board rooms within cultural organizations. It doesn’t help that Generation X is a comparatively small generation that is just over half the size of Generation Y – the largest living generation that now makes up the majority of the US labor force. When we discuss millennials and baby boomers, we’re simply talking about much larger generational cohorts than Generation Y. It’s not a good excuse to overlook this generation by any means, but it’s a reality. It’s an especially bad excuse when we take a moment to pause and consider the great qualities that this generation brings to the table in terms of visitation.

It’s time that we give this generation some of the love that it deserves! Generation X has three, particularly helpful characteristics for cultural organizations – and they deserve a big THANK YOU for bringing them to the table.

 

1) Generation X visits cultural organizations

Aside from the comparatively small size of this generation, another reason why organizations tend not to discuss Generation X nearly as much is precisely why we should be thanking them: Generation Y is a comparatively drama-free generation when it comes to visiting cultural organizations. We millennials aren’t attending organizations at representative rates even though we make up a majority of visitation and Baby Boomers are also a rather large and difficult bunch when it comes to cultural engagement. Generation X, though, is visiting cultural organizations without a fuss!

The chart below considers the percentage of the US adult population (informed by the US census) made up by Millennials, Generation X, Baby Boomers, and Traditionalists in green. Alongside that bar, it shows the percentages of these generations visiting cultural organizations in orange, informed by the National Awareness, Attitudes, and Usage Study. Generation X visits cultural organizations at the most over-representative rates among the three generations. It should be noted that Traditionalists also visit cultural organizations at noteworthy rates. Among the largest three generations, however, Generation X shows that drama-free is the way to be.

­

IMPACTS representative visitation by age demographic

While this generation’s awesomeness in the “representative visitation” department may be a reason why tend not to fret about them, it’s also a darn good reason to give them a shout-out. Thank you, members of Generation X, for visiting cultural organizations – fuss-free.

 

2) Generation X is decisive when it comes to online advertising for cultural organizations

The comparative decisiveness of Generation X means that this generation gives organizations the most bang for their online advertising buck. This saves cultural organizations money, and we like that. We like that very much.

The chart below comes from IMPACTS Research. It indicates the average number of ads delivered to online users from the retargeting campaigns of six cultural organizations before the user clicked on the advertisement. Generally speaking, the more frequently an organization has to deliver an ad, the more expensive things get. If you work in online advertising then you know that these numbers add up!

IMPACTS Frequency of impression before click on cultural online ad

Compared to millennials, targeted members of Generation X require nearly 42% fewer impressions in order to click on an ad. Our nonprofit budgets thank you, Generation X, for not dilly-dallying around.

 

3) Generation X is most likely to purchase or renew a membership to a cultural organization

Could Generation X visitors to cultural organizations get any better? You bet. Members of Generation X are more likely to purchase or renew memberships to cultural organizations than millennials and baby boomers – and traditionalists, too. In fact, members of Generation X are 11% more likely to purchase or renew a membership than are millennials, and they are 26% more likely to purchase or renew a membership than baby boomers. Those are noteworthy numbers!

IMPACTS Intent to purchase or renew membership by age demographic

As a heads-up to regular KYOB readers, it’s worth noting that “intent to purchase” is a different metric than “strongly considering membership.” When it comes to unrealized potential to secure a greater number of memberships, millennials take the lead (perhaps making us appreciate Generation X all the more in this respect)!  Data suggest that interest remains unrealized to its optimal potential largely because the types of membership programs that millennials want from cultural organizations largely don’t exist/aren’t particularly mainstream in the industry yet. That said, with index values over 100, millennials are currently noteworthy members to cultural organizations as well. This Generation X number is critical because the number IS so high, comparatively. The take-away isn’t that membership structures don’t need to evolve like everything else, but rather than Generation X is a terrific audience that is undervalued, perhaps, in their intent to purchase or renew the types of memberships that organizations generally offer.

 

Millennials and baby boomers are demanding a lot of industry discussion right now and perhaps that’s why we’re not discussing Generation X as much: They are stable and reliable audiences. It’s time that we take a moment and thank Generation X for being awesome.

Thank you, Generation X, for being awesome.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, IMPACTS Data, Millennials, Myth Busting, Nonprofit Marketing, Trends 5 Comments

The Two Most Important Mindset Shifts For Engaging Millennials

These two, simple mental shifts are the foundation for engaging millennials (…and everyone else, too).

This week’s Know Your Own Bone fast facts video is the result of a simple question that I was asked during a workshop with a client organization: “Overall, what are the most important “big-picture” things to keep in mind in regard to engaging millennials?”

Darn. Good question! There’s so much information going around about how to engage millennials within cultural organizations right now – and for a dang good reason. Millennials are both the most underserved age demographic visiting (or rather, not visiting) museums – and millennials ALSO manage to be our most frequent visitors. (Here’s the data.) It’s a unique and urgent situation and it’s one that all visitor-serving organizations need to be aware of right now. Our behavioral attributes also make us very smart audiences to engage and the things that we want from organizations are a wee bit different than what other generations are looking for. In a nutshell, there’s a lot of critical information to know. But at the end of the day, what information is most critical?

Successfully engaging millennials is about strategy – not tactics. No, the answer is not simply, “use social media” or “serve cocktails after hours.” Those tactics are meaningless without understanding guiding strategy. If those things worked on their own, we wouldn’t have the huge “millennial problem” that we have. And remember folks, Pokemon Go is a fad – not a trend.

If you’re getting overwhelmed, here are two, big picture takeaways that will improve your organization’s ability to effectively reach millennials. There are a lot of great things to know from here, but these two take-aways encompass most of the others. Keep these two mental updates in mind:

 

Text - talk with audiences - Know Your Own Bone

Cultivating a deep-rooted mentality of talking WITH audiences instead of AT audiences can make a world of difference. Millennials – and increasingly, everyone else – are an extremely connected bunch and the web has changed how people interact with organizations. Today, institutions have real-time feedback mechanisms and they can listen and directly speak with their members and potential visitors. This shift means approaching everything – exhibits, communications, and programs, for instance- as conversations, not as announcements.

It may sound like a subtle difference or maybe even a matter of wording, but it’s actually a big cultural shift for organizations. After all, in the past, talking AT audiences – through TV or radio spots or even exhibits, for instance – was our primary means of reaching audiences. The channels that millennials and everyone else are using talk WITH audiences. Unfortunately, just because some leaders may have more experience with “talk at” channels doesn’t make them more relevant to our audiences. Third party endorsements drive your organization’s reputation – and organizations can speak WITH these endorsers on our newer communication channels.

This quick tip umbrellas the important personalization trends that we are seeing with the market. And this tip does not only apply to marketing! Programs, exhibits, and performances benefit by adopting this mindset as well. This doesn’t mean that everything needs to be unnecessarily interactive, but it does mean that we need to consider that while our organization may be able to declare importance, it is the market that determines relevance. It’s not a matter of “dumbing” anything down, but of finally acknowledging that people matter to our organizations and our missions. And not only uppity cultural gatekeeper people! The totally curious and awesome and not-necessarily PhDed people that we are trying to serve and “spark” in order to fulfill our missions (and remain financially solvent) matter, too! (Matter more? I’ll let you decide for your own organization…)

 

Text - Ask so what - Know Your Own Bone

We live in a world with a lot of noise. So before creating something new, rolling out a new initiative, or even posting to social media, it helps to ask, “So what?” or “Why does this matter to other people?” Helpful hint: the answer probably has something to do with your organization’s mission.

Millennials – and again, increasingly everyone else – are socially conscious consumers. To these folks, your organization’s mission matters. Approaching exhibits, programs, and messaging while asking ourselves “So what?” can help us create connections that are meaningful and impactful. Making this thought process a part of our organization’s culture can help cut through the noise. The things that we post, share, create, display, and perform cannot just have meaning to us – they need to have meaning for our audiences in order to inspire action.

Asking, “so what?” forces your organization to think strategically – and it’s when organization’s don’t first answer this question that they end up with “one-off” tactics for reaching millennials like a social media competition. Incorporating fads can be a smart idea- but it’s a matter of tactics. Long term engagement of this new and huge audience is a matter of strategy – and that runs deeper than using emojis in a new exhibit (for instance). Incorporating these tactics is only valuable insofar as they are relevant to audiences and spark a connection that is aligned with your mission (to educate, to inspire, to get them coming back, etc.)

 

Millennials are a critical audience for cultural organizations to engage and there is a LOT of work to do. I say this despite the very desperate want by some to believe that Pokemon Go will stay this popular until the end of time and that the last survivors on earth will be cockroaches and Pokemon Go. (Millennial cockroaches playing Pokemon Go and visiting museums? That seems to be the hope.) Certainly, there are lessons to be learned and built from fads but my point is this one: We need to reach millennials and things are sounding complicated. At the end of the day, remembering that we need to keep our audiences in mind and we need to consider how we connect with them is most important. In today’s world, organizations will benefit by incorporating a culture of talking WITH audiences and asking themselves, “How is this meaningful to these audiences?”

Sounds simple, right? That’s because “reaching millennials” is often used as industry code for “adapting to the new realities of our connected world.” Doing THAT is what engages this huge audience – and everyone else. Let’s hop to it.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Millennials, Nonprofit Marketing, Sector Evolution, Trends 2 Comments

One Year of Fast Facts: Here Are Your Favorite Videos for Cultural Executives

The amazing Guy Bauer Productions team surprised me with this little video because I am a ridiculous human. I could not ask for better partners in making these videos!

Loyal KYOB readers will remember that last year, posts were published every other Wednesday as opposed to every week. But the tribe of KYOB readers was steadily growing – and I was getting more and more messages, emails, and opportunities to aid organizations with nonproprietary data and associated analysis. Something needed to change. I needed to post more frequently, of course, but my inability to make it to many conferences (dang, day job!) left me wishing for a better way to make the data shareable and accessible to cultural executives. Enter: Incredible support from the IMPACTS team and the amazing talent of Guy Bauer Productions.

The very first Know Your Own Bone Fast Facts video was posted one year ago (Admission Pricing is a Science – Not an Art), and my YouTube channel was born as a means to embed videos on this website. So far, I’ve posted 27 videos and I’ve received feedback that they’ve been shared in conferences, all-staff meetings, and board rooms. What a rush! I hope that these videos have been helpful to you in sharing fast facts with friends and colleagues and I hope that they – like other KYOB posts – have ignited passionate conversation within your institutions. (What other kind could I hope for?!)


KYOB fast facts image Some fun facts:
I’m wearing TOMS in all of the videos. (Comfort first, amiright?) Nika Vaughn Makeup Artists (earlier videos) and Makeup By Jaycie (more recent videos – and the lovely lady in the photos above) make me appear as if I kind of have my act together in the looks department (it’s a ruse). The Guy Bauer Productions team not only produces incredible videos with engaging graphics, but they are amazing partners. Shoot days are delightful celebrations of Potbelly sandwiches, donuts, drinking my weight in water, laughing with the team, “one more run-throughs,” and trying not to mispronounce “organizations” for the millionth time.

To celebrate a full year of KYOB Fast Fact videos, I would like to share your most shared and viewed of the bunch. These are the most shared and viewed on Know Your Own Bone, as a very vast majority of viewership takes place here on KYOB as opposed to YouTube.

 

Let us kick off this countdown!

 

10) Local Audiences Have Skewed Perceptions of Cultural Organizations (DATA) 

Regardless of region or cultural organization type, local audiences are the hardest to please.

 

9) How Much Money Should Your Cultural Organization Invest in Getting People in the Door? (DATA) 

Here’s how much money museums and cultural organizations should be spending to get people in the door – according to data.

 

8) Data Reveals the Best Thing About a Visit to a Cultural Organization (DATA)

Hint: It’s not seeing exhibits or performances. (That is a distant second.)

 

7) The Five Best Reasons to Add Millennials to Your Nonprofit Board of Directors 

Don’t have any millennials on your nonprofit board yet? Your future might be tough.

 

6) Know Yourself: The Often Forgotten Key to a Successful Social Media Strategy

Don’t even think about creating a social media strategy without having your brand vetted by leadership first.

 

5) Which Is More Important For Cultural Organizations: Being Educational or Being Entertaining? (DATA)

From a visitor’s perspective, which is more important for cultural organizations: Being entertaining or being educational? Here’s what the data says.

 

4) Nonprofit Recognition: What Matters More To Visitors Than Your Tax Status (DATA)

Do visitors know that museums  and other cultural organizations are nonprofits? Data says: Nope. Here’s what really matters to audiences about your organization.

 

3) Why Discounting Hurts Your Cultural Organization And What To Do Instead (DATA)

Discounts don’t do what organizations think that they do…

 

2) Five Data-Informed Fast Facts About Visitors To Cultural Organizations (DATA)

Visitors to cultural organizations often have certain telltale behaviors.  Just for fun, here are five of them.

 

1) The Membership Benefits That Millennials Want From Cultural Organizations (DATA)

Don’t have many millennial members? Maybe you aren’t offering a membership program that millennials actually want.

 

Thank you to all of my great KYOB readers for your support and for sharing these videos! I plan to continue making these videos for as long as they are helpful to all of you. As usual, I welcome all and any feedback! Please leave any feedback or requests in the comments! Cheers to another year of sub-three-minute (most of the time) fast fact videos!

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few more Know Your Own Bone Fast Fact posts that didn’t make the top-ten cut, but are among my favorites:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Nonprofit Marketing 2 Comments

The Power of Social Media vs. Your Organization’s Website (DATA)

Think that your website is your organization’s most important online communications asset? Think again.

This week’s Know Your Own Bone Fast Facts video busts a myth that seems to be slow to shake for some leaders. As it turns out, your organization’s own website is NOT your organization’s most important online communications asset.

Organizations tend to understand that websites are important – because they are. Social media, though? Many are still struggling with the role that these platforms play and how potential visitors are using them. Data suggest that social media is both a more important source of information AND a more effective landing environment than an organizations own website.

 Let’s take a look at some data, shall we?

 

1) Social media is the primary information source for visitors

Take a look at the following data from the National Awareness, Attitudes, and Usage Study of over 98,000 adults. It shows where high-propensity visitors gather information about cultural organizations. As you can see, social media is the most used source of information… by a long shot. We separated mobile web and web and those are the second and third most important sources of information for audiences. This includes not only your website, but information gathered from any online source that is not a social media channel or peer review site like Yelp or TripAdvisor. The difference between “mobile web” and “web” is simply that mobile web platforms are accessed on a mobile device. For organizations that still don’t have mobile-friendly websites, this is a bit of a wake-up call to prioritize this. For clarification, the numbers are in index value (not number of responses, as the sample size is contemplative of those who profile as high-propensity visitors among the 98,000 people in the study). In other words, “web” and “mobile web” are essentially in the same pool because they encompass “the web,” we simply cut them out to see if the medium/channel played a role. (It does – mobile web plays a bigger role in the “web” overall value.) When we combine mobile web and web, the index value is between the two values (i.e. 471-503) – not additive.

Word of mouth (recommendations on the phone or over dinner, conferences, etc.) is the fourth most used source of information, followed by peer review sites (again, that’s Yelp and TripAdvisor).

IMPACTS - sources of information for HPVs

 

Communication channels that talk WITH audiences significantly outperform those that talk AT audiences. With index values over 100 for all “talk WITH” channels and below 100 for all “talk AT” channels, the divide is amazingly clear. We’ll discuss this more in a KYOB post going up on August 17th, but this evolution is not worth glossing over. It is critical for organizations to understand as the new reality of the world in which we live. The fact that many seasoned leaders know more about traditional, talk AT channels does not make them effective compared to our newer and primary methods of communication. This does not mean that traditional channels are unimportant. Rather, it underscores the new realities of our connected world.

While social media is the primary source of information for the composite market, this data is specifically cut for high-propensity visitors – or, people have the demographic, psychographic, and behavioral attributes that indicate an increased likelihood of visiting a cultural organization (museum, aquarium, historic site, zoo, symphony, theater, etc.). The lean toward social media isn’t just for younger likely visitors. Data suggest that all-aged likely visitors profile as being “supper-connected” to the web.

 

2) Social media is the most effective online landing environment to inspire action

The chart above indicates the distribution of more than 65 million referrals from the online advertising campaigns of six cultural organizations in 2015. It is organized by the category of landing environment where folks were most likely to be engaged by the organization – or, to become a member, donor, or visitor.

 

IMPACTS - VSO online referrals

These landing technologies were not subjectively determined. Instead, we used algorithms to match users with the content that would best foster engagement with the organization based on their behaviors. As you can see, users were routed to an organization’s social media platforms 39% more frequently than they were routed to an organization’s own website. Nearly half of the referrals were routed through social media or peer review sites. Social media channels allow folks to see your organization in action: what it stands for, what it posts everyday, how it interacts with and values its communities.

This finding reaffirms the value of third-party endorsements: What others say about you is more important than what you say about yourself. In fact, what other’s say about you is 12.85 times more important than things that you say about yourself. In sum, data indicate that social media channels are the most effective sites to land potential visitors in order to motivate action.

 

Of course, organizations certainly benefit by having their own websites, but social media is our audiences’ primary source of information and key online influencer. Many organizations may be accustomed to having web designers in the decision-making room and those folks – especially when they deal with engagement strategy, which these folks today should all be doing  – are important. But many leaders still seem to be confused about the importance of social media community managers. They shouldn’t be. These folks are more than just “those people who do social media.” Data suggest that they are an organization’s most important connectors.

Social media motivates visitation, inspires donations, and secures new members. It is a channel that champions connection in our connected world. Websites are important. Social media and social media community managers are absolutely critical as well. We need them both, but most of all – we need to stop treating social media as a communication add-on. It is the most important avenue for connection.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Fast Facts Video, Financial Solvency, IMPACTS Data, Myth Busting, Nonprofit Marketing, Sector Evolution, Trends 4 Comments

On Museum Layoffs: The Data-Informed Importance of Marketing and Engagement Departments

The data-informed importance of marketing and engagement staff

Need to increase support for your cultural organization during tough times? It is counterproductive to instinctively cut marketing and engagement experts.

I write about market data-informed tips for financial solvency for museums and cultural centers. That’s what I do. My job is to help keep cultural organizations alive and thriving. Considering this, it’s difficult to see some important museums buckling their belts and laying off staff members right now. It’s also a prime moment to provide an important reminder for the industry in general: Sometimes laying off staff members is an unfortunate reality, but cutting marketing and engagement professionals first is more likely to lead to suicide than it is to salvation.

When times are tight for operations budgets we often keep going back to the never-successful plan of trying to “save our way to prosperity.” This often involves cutting budgets or staff – and that can help to balance finances, provided that you have a plan to also increase revenues in the long-term. If you don’t have a plan to increase your revenues (regardless of why you are laying off staff), then your organization is sacrificing hard-working people in vain. The layoffs won’t better the organization. The layoffs are human payment for bad choices that probably weren’t made by the people who are being sacrificed. Again, though, sometimes organizations really do need to balance finances and do this – but it’s shortsighted to sacrifice jobs without also having a plan to increase revenues. And we know from research that the most effective and realistic ways to do this involve marketing and/or engagement professionals. It hinders the growth of our entire industry when we cut marketing and engagement professionals first.

When we go through rough times, it’s our AUDIENCES that are most important to our survival. After all, they pay admission, become members, spread word-of-mouth endorsements, and make donations. Thus, it can be counterproductive to immediately cut marketing (the people who hold that relationship and keep you relevant) and keep esoteric specialists who work in functions that audiences might consider irrelevant. (A museum philosopher question for the ages: If a specialized curator leads an educating and inspiring program but nobody is there to take part in it, did it educate and inspire?)

My purpose is not to point fingers at organizations that have chosen to lay off these – or any – staff members. Rather, I’m taking this timely opportunity to encourage a re-thinking of who we cut first when we make staff cuts. I talk about marketing a lot in this article because that tends to be the area where thoughtless cuts are made first, and have been made first in the past. But when I say “engagement,” I’m not only referring to marketing. It includes fundraising, floor staff, education leaders, program directors, and people who manage the connection between a cultural organization and living human beings.

While understanding that any layoffs stink and that organizations often do everything in their power to avoid them, here are four reasons why we need to think twice about cutting marketing and engagement professionals – and especially knock it off with our instinct to cut them first. These are arguably the folks who can play the biggest role in preventing further layoffs.

 

1) Marketing is the way to INCREASE revenues

This very obvious fact alone should make our industry kick – or simply rethink – the “cut marketing first” habit. Data suggest that over 70% of cultural organizations aren’t investing the necessary funds to optimize visitation – and this doesn’t even include salaries. Let me rephrase: Over 70% of cultural organizations are not securing as much visitation and support as data suggest that they could. Data suggest that many cultural organizations could earn more revenues, but they choose not to. (This is usually due to outdated and bad business practices that view marketing as an expense as opposed to an investment.) The investment equation for optimizing audience acquisition is shared below. It’s not guessing – it’s math.

Marketing is the only department that involves a tested, data-informed equation for actually MAKING MONEY for cultural organizations. (Though fundraising has rough best practice guidelines and obviously also helps raise funds.) Certainly, an organization can overspend on marketing, and that’s something that should rightfully be cut back if it is out of line with optimal spending. Also, it’s important to make sure that organizations are focusing on engagement strategies rather than gimmicks or carrying out social media for social media’s sake. Marketing funds need to be well spent in order to be effective… but if they aren’t spent, they cannot be effective. For cultural organizations, it costs (some) money to make (more) money. Heck, that’s generally true for all industries!

Marketing also plays an extremely important role in fundraising and building affinities for an organization that lead to memberships and donations. In a way, cutting marketing is also cutting fundraising capabilities in today’s world. And that’s a problem because for most organizations, that is the only other department that can be directly relied upon to help get them out of a financial funk.

 

2) Knowing your audience and community is critical for success

Marketing and engagement professionals are masters of kick-starting relationships with audiences and also –thanks to the connected world in which we now live – maintaining them! Personalization trends are affecting absolutely everything within organizations right now and marketing and engagement professionals are on the front lines. In order to create meaningful connection, today’s marketing and engagement folks need to be listeners first. They see what their online audiences are responding to and, at higher levels in the chain, they can see the entirety of the tapestry of engagement. No other department leader is positioned to do this – not even fundraising. A good marketing department considers its strategy and knows the relevance behind every ad it places or post that it promulgates. Our entire existence is dependent upon effectively connecting with people externally, but it is difficult to attract audiences to our brains (exhibits, programs, etc.) if we are missing a mouth, ears, and eyes. That’s what we do when we cut the marketing department first. I’m not saying that the brain is unimportant. It’s critical! But without professional listeners and strategic communicators, it’s difficult to get folks to CARE about what is happening in the brain. And we need to communicate to audiences on their terms, not ours.

We may be cutting marketing first because we still think of this department as a service department rather that what it is today: a strategic collaborator. Marketing is not a service department. Of the 224 cultural organizations that IMPACTS monitors, the ones that are the most financially solvent very clearly prioritize marketing and audience engagement. They include those experts in the room when initiatives are being formed rather than “tasking” them to market something once it has already been set in stone.

 

3) Reputation drives visitation and support

I write about this a lot because it’s a big deal: What people say about your organization is 12.85 times more important in driving your reputation than things that you pay to say about yourself. When people think of “marketing” they often only think of marketing of the past – or, advertising. Today, marketing is much more dynamic and real-time. It can be more accurately called “engagement” rather than “marketing” for many roles that are currently in that department. Today, marketing teams run not only the messages that the organization puts out, but they also manage the organization’s community. This plays a huge role in driving an organization’s reputation.

Reputation decision-making utility- IMPACTS

Reputation is a top motivator for visitation, and organizations that are cutting back budgets and laying off workers generally need more visitation and support. And, again, your reputation is made up of what people say about you and what you say about yourself – both of which are regularly managed and monitored by marketing departments. Organizations tend to underestimate the role that social media and digital engagement play in driving the gate. Again, yes, sometimes layoffs happen. But is it best to immediately cut people from a department with very direct ties to visitation?

 

4) Millennials are underserved and they are the most connected audiences

Of all of the points, this one may be the most important. Cultural organizations have a big millennial problem. These folks make up the majority of our visitors, but they are still our most underserved demographic. And they are underserved in a very big way. Millennials are the single most important demographic for our industry to engage in order to have a future. (I know, I know. I’m sick of talking about millennials, too, and I’m one of them! But we talk about them so much for a good, important reason. We are in a unique situation with this audience.)

Moreover, millennials are our most connected visitors. In fact, all high-propensity visitors to cultural organizations are “super-connected” with access to the web at home, at work, and on a mobile device. These numbers are not going down. In a world where a bunch of numbers are going down for museums (or not keeping pace with population growth), the number of people who qualify as “super-connected” is going up. When we consider this, cutting marketing teams first manages to be even more of a bad move.

 

Layoffs stink. There are no two-ways about it. I’m not arguing that ANY particular department should be cut in hard times. Indeed, other departments also fall under “engagement.” Fundraising helps summon support and education departments help organizations walk their talk – a thing that also pays off financially. Floor staff are particularly important for increasing visitor satisfaction.  And again, not all marketing professionals are super great by virtue of the simple fact that they work in engagement. This topic is a messy one, but my point is this: We need to stop instinctively cutting people who work in engagement (in any capacity) first. It’s a bad practice. It’s outdated. It’s holding us back and it’s making our organizations weaker.

We need more engagement with audiences when things get tight, not less.

 

And this indeed takes expertise. If we know that it is only our audiences that can reliably help us when we hit hard times, why do we immediately cut off our connections to them and the people who manage our precious communities? Marketing and engagement are not “extra” – they are particularly necessary for support and visitation. Let’s evolve and realize that our financial futures are dependent upon people and connections to our missions. 

 

Like this post? Please check out Fast Fact videos on my YouTube channel for more insights. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, Digital Connectivity, Financial Solvency, Fundraising, Millennials, Myth Busting, Nonprofit Marketing, Sector Evolution Leave a comment