Audience Insights: Organizations Overlook the Most Important Clues

Clues for increased satisfaction and visitation are often right under the noses of cultural organizations. I frequently hear executive leaders Read more

Do Expansions Increase Long-Term Attendance? (DATA)

Sometimes it feels like nearly every cultural organization is taking on a major expansion project. But do these projects Read more

Over 60% of Recent Visitors Attended Cultural Organizations As Children (DATA)

You may have guessed it was true – but here’s why this statistic matters. The idea that those who visit Read more

Cultural Organizations: It Is Time To Get Real About Failures

Hey cultural organizations! Do you know what we don’t do often enough? Talk about our failures. It’s a huge, Read more

How Annual Timeframes Hurt Cultural Organizations

Some cultural executives still aim for short-term attendance spikes at the expense of long-term financial solvency – and they Read more

Special Exhibits vs. Permanent Collections (DATA)

Special exhibits don’t do what many cultural organizations think that they do. If fact, they often do the opposite. Read more

fast facts

Why Those With Reported Interest Do Not Visit Cultural Organizations (DATA)

Data suggest that a sizable number of people report interest in visiting cultural organizations…and yet over thirty percent of those same people don’t actually attend. What’s going on? That’s the subject of this Know Your Own Bone Fast Fact video. The video summarizes the takeaways, and I encourage you to give it a watch.

Let’s start here: People who report interest in visiting cultural organizations do not always actually attend. This is because interest in visitation and intent to visit are completely different things. Interest is more theoretical and conceptually removes several key barriers to visitation, while intent forces thought about the more logistical reasons why one might not actually attend. Frustrating as it may sound, those logistical reasons are often the primary reason why folks who profile as likely visitors – and who express interest in attending your specific organization – don’t necessarily pay your organization a visit. Interest is important for organizations to uncover, but it doesn’t measure intent to visit. Intent to visit contemplates the barriers attendant to visitation and a person’s willingness to overcome those barriers within a defined duration. Interest is wishful thinking. (For an example of an “intent to visit” metric in action, check out last week’s post on the public’s intent to visit MoMA after rehanging their permanent collection to highlight artists from countries effected by the original travel ban.) This divide between interest and acting on this interest can be seen in the data below from the National Awareness, Attitudes, and Usage Study.

While nearly 85% of survey respondents report interest in attending a visitor-serving organization such as a museum, zoo, aquarium, or performing arts center, only 51.8% had visited within the past year. Just as interestingly, only 54.2% had visited within the last two years, indicating that those who visit cultural organizations are those who…well, visit cultural organizations. There is a large group of people who report interest, but aren’t attending cultural organizations. The question, then, is: Why not?! In a nutshell, it boils down to a particularly important reason…and it’s one that we cultural organizations may not altogether deeply internalize:

Visitors to cultural organizations are competitive audiences.

While it may sound obvious, despite having interest, those who do not visit may prefer to do something else. Of those folks who reported interest in visiting a cultural organization, but who hadn’t done so within the past two years, the top reason is because they prefer an alternative activity. This may include an activity such as seeing a movie or sporting event, going jogging, bowling, or even enjoying trivia at a bar with friends. Simply put, for a good number of people interested in visiting a cultural organization, there are many other things that compete for their precious time. And, it seems, some of these other things take precedent. Yes, they are interested in visiting, but they would still rather do something else. 

This finding is important because it underscores that there is intense competition for the engagement of people who are willing to leave their homes to do anything at all! These are the same folks being targeted by the film industry, rock concerts, and sports teams. This finding also makes it all the more important for cultural organizations to communicate their brand values and market their unique experiences and missions.

Further underscoring this call to action is the fact that folks increasingly want to stay home. It’s not in your head. You really are hearing more and more about people wanting to stay home and marathon watch Stranger Things, This is Us, or Buffy The Vampire Slayer. (Happy 20th Anniversary, Buffy!) In fact, the number of people who have expressed a preference to stay home during a week off from school or work has increased by 17.3% in the past five years. The amount of people who express a preference to stay home over the weekend has increased by 19.4%. I recently wrote a post that shares the trend data on the increasing preference to stay home during one’s precious leisure time, and that post and data are worth revisiting.

These are big numbers – but all is not lost! Though they may be hanging out on the couch, data suggest that these people are still on the web, talking to friends, and connected to the outside world. There is still an opportunity to engage them if we can compellingly articulate the benefits of our experiences. This is where targeted, personalized communications – enabled by technology – are the key. Reputation plays an important role in driving visitation to cultural organizations, and potential visitors can still play an active role in taking in and sharing word of mouth endorsements regarding cultural organizations. These data point toward the importance of targeted messaging that underscores the unique experience offered by your organization. Remember, though, your mission matters when it comes to increasing visitation as well. The growing “couch contingent” is yet another reason why it is important to make sure that your organization is in agreement on its mission, vision, and brand (this may be especially important in today’s politicized environment), and investing adequately in audience acquisition.

 

In addition to movies, sporting events, and a day at the beach, our competition is increasingly the couch and a remote control. The best thing about competition, though? It raises all of our levels of play. Competition brings out the best in us, so long as we work to separate ourselves from the fray. We can do this by reminding would-be visitors that there is no “at-home” substitute for the wonder, awe, and social connectivity uniquely experienced at a cultural organization.

 

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, Nonprofit Marketing, Sector Evolution, Trends Comments Off on Why Those With Reported Interest Do Not Visit Cultural Organizations (DATA)

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

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

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

Mission Motivated vs. Transaction Motivated Members: What Your Cultural Organization Needs To Know (DATA)

Data suggest that members to cultural organizations often fall into one of two categories – and the categories tell a lot about how to engage these members.

I originally debuted this important data during my keynote at the Pennsylvania Museums Conference this spring. Today, I’m excited to share this information in this week’s Know Your Own Bone Fast Facts video. This data may help directly pave the way for the future of membership for cultural organizations. As usual, when I refer to cultural organizations, I am talking about museums, aquariums, botanic gardens, zoos, performing arts organizations, and other mission-driven organizations that welcome visitors.

At cultural organizations, we tend to lump members together as one audience – but data suggest that most folks are driven to become members based upon one of two very different motivating factors. Understanding these motivating factors may allow us to develop more effective membership programs. This data illustrates that what we consider “membership” may actually be two related – but different – programs.

IMPACTS surveyed members of 118 cultural organizations that charge admission. These organizations range from museums to zoos to orchestras. For the study, we collected open-ended responses regarding the primary benefit of membership. We found that people who purchase memberships to cultural organizations do so for six primary benefits: Free admission; belonging to the organization; supporting the organization; contributing to mission impact; exclusive access to events, and member discounts.

Conceptually, these six benefits fall into two groups: transaction-based members and mission-based members. Transaction-based members are those whose answers may not surprise leaders at all, because their reported primary benefits align with the benefits that most organizations market for membership. Transaction-based members value free admission, exclusive access to events, and member discounts. No surprises there for membership teams, most likely. In fact, you may even be thinking, “Thank goodness that those member discounts are being valued!” Indeed, for some folks, they are valued.

Mission-based members (as we will call them) are driven to become members for reasons more directly related to an organization’s mission. Mission-based members value belonging to the organization, supporting the organization, and contributing to mission impact. These folks value the meaning of membership more than the transaction-based benefits.

We found it interesting that the top six benefits reported by members could be divided in this way and we wanted to dig in deeper. Does a member’s primary benefit affect how they perceive and value their membership? As it turns out, it definitely does. We organized responses based upon what members identified as their primary member benefit, and we immediately spotted some noteworthy differences.

 

1) Mission motivated members find greater value in their memberships

People whose primary motivation was to support the organization, belong to the organization, and contribute to mission impact found their membership to be 14.5% more valuable than people who joined primarily for free admission, discounts, or event access.

Value for cost by membership benefit

 

2) Mission motivated members pay more for memberships

Does that mean that these folks might be more likely to buy higher-level memberships? Yes! As it turns out, mission motivated members in the survey were paying 42% more for memberships than transaction motivated members – and, as a reminder, they are still finding their membership to have 14.5% higher value for cost.

membership cost by primary benefit - IMPACTS

 

3) Mission motivated members are more likely to renew their memberships

Members that are primarily mission motivated are also more likely to renew their memberships. In fact, mission motivated members are 14% more likely to annually renew their membership than those whose primary benefit is free admission.

propensity to renew membership by primary benefit - IMPACTS

This data suggest that what we call “membership” to cultural organizations may actually be two, different products: membership and an annual pass benefit. It is certainly a balancing act, as mission motivated members are primarily motivated by mission-based factors, but transaction based benefits may not hurt the deal. Perhaps it is us within the industry who blur the line and discourage mission-based members from being fully cultivated.

Consider this: many cultural organizations tend to believe that free admission is the most important benefit of membership. Indeed, it is a significant motivator for many members– but it’s also the benefit that cultural organizations highlight and market the most – sometimes at the expense of mission-related benefits. When we make our memberships primarily about transactions, we neglect the motivations of our most meaningful members.  Go pull up nearly any membership page to a cultural organization right now and I’ll bet that the primary selling point that you see is free admission, and the concept of supporting mission impact is presented as a “feel good” that is secondary to “the deal.” Again, this isn’t to say that free admission isn’t important to members and an appropriate benefit for member categories, but if you were a truly mission motivated potential member looking for your ideal way to support the organization, you may find that the method of support that you want does not exist. Or rather, it may exist, but you may not feel that optimal “passion match” because your own motivations are secondary to transaction-based benefits.

Members whose primary motivation is mission-related, find greater value in their memberships, are willing to pay more for memberships, and they are most likely to renew their memberships. These are our people and prioritizing them is a smart move. Let’s use this information to create more effective membership programs that optimize support for our organizations and support long-term solvency.

 

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, Fundraising, IMPACTS Data, Myth Busting, Sector Evolution 1 Comment

What Wealthy Donors Consider Before Making a Gift Greater Than One Million Dollars (DATA)

It isn’t necessarily your organization’s mission that matters most to ultra-wealthy donors…

Some data sets are worth going over twice and making a video about them so that they sink in. This week’s Fast Facts video is one of those data sets. After all, what organization couldn’t benefit by better understanding what factors inform and motivate a gift of more than one million dollars to a nonprofit organization?

The results of this study are worth blazing into our brains. While you may have guessed that the items topping the charts would be on the list, you may not have guessed that they would be the MOST important factors when high net worth donors considering making a gift.

SO, how can organizations engage high net worth donors? To get to the bottom of this million-dollar question, we asked these individuals themselves. The answers might not be what you think.

We define an Ultra High Net Worth Individual as someone with net assets greater than $50 million. 38,000 such individuals reside in the US, and that’s the greatest number of UHNWIs in the world. The study below collected responses from 112 ultra high net worth individualsFor the study, undertaken by IMPACTS, individuals were asked open-ended questions to identify their most important considerations with regard to making a gift greater than one million dollars to a nonprofit organization. Individuals were then asked to rank considerations from 1-10 in terms of their importance.

Here’s what we found:

UHNWI donor considerations

There’s a tie for the first place consideration. Who else has given to an organization and how much other major donors have given are the most important factors when these folks consider making a major gift. Who is on the board is the next consideration, followed by the how much those board members have contributed, round out the most important factors informing ultra high net worth individual giving.

Interestingly, it isn’t until the fifth, sixth, and seventh considerations that the impact of a major gift, mission, and the organization’s commitment to that mission make an appearance.

To whom an organization’s mission matters, matters most when it comes to making a large gift.

These findings are not altogether surprising. Successful fundraisers know that money often follows money, and that social connections play a big role in securing gifts from very large donors. But what’s interesting is that simply being good at your mission often isn’t enough. You need to have demonstrated that your mission is worthy of investment among high-impact individuals.

These data also demonstrate the importance of having a connected board that is willing to put its money where its mouth is. After all, if the folks on an organization’s board don’t care enough about an organization’s mission to support it in a meaningful way, then why should someone else?

Mission and impacts are important. After all, data suggest that the mission and purpose of the organization play important roles in securing quality board members in the first place. That said, once the board is complete and it comes time to look for high net worth donors, having wealthy evangelists (or a group of them!) advocating for your organization may be critical for success when it comes to fundraising.

This information may be seen as a call to action for board members – the data underscores why organizations need them most. And, interestingly, studies reveal that board members often misunderstand their role as financial supporters within cultural organizations. It’s time for all of us on boards to step up. Again, if we’re not giving or championing the cause of our institutions, how can we reasonably expect someone else to do so?

It’s also a wake up call for staff members. The identity of donors and board members and their giving fuel major gift decisions. Certainly, staff may play a role in facilitating and supporting connections between board members and potential donors, but what matters most to donors are the philanthropic commitments of their peers. If board members don’t step up, then it is difficult for organizations to overcome this internal giving deficiency. And that’s exactly what board members who do not give adequately create – a deficiency.

For all of us on boards, let’s rise to the occasion. We’re in the most target-rich country for ultra high net worth individuals in the world. Our development staff can do great things, but they need our support when it comes to our most potentially impactful donors.

And nonprofit organizations: When you get a big donation from a key player, milk it. Shine lights on it. Celebrate it. Leverage it. Knowing what motivates giving for ultra high net worth individuals can only help us better reach our goals.

 

Like this post? Please check out my YouTube channel for more video fast facts! 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, Fundraising, IMPACTS Data, Sector Evolution 2 Comments

Audience vs. Market Research: A Critical Distinction for Cultural Organizations

An overreliance on audience research may be the very thing holding back even the smartest of cultural organizations.

With so many cultural organizations nowadays boasting audience research capabilities, why is the industry struggling so severely in terms of engaging new and emerging audiences? We’re confusing audience research and market research – and that difference is the topic of this week’s Know Your Own Bone – Fast Facts video.

Not a video person? No problem. This information is important, so here’s a summary:

 

Most cultural organizations collect and focus on AUDIENCE research

Audience research is any research conducted on specific audience segments to gather information about their attitudes, knowledge, interests, preferences, or behaviors. For cultural organizations, audience research is often conducted on current visitors and past visitors. It often comes in the form of exit surveys, zip code collecting, and reaching out to members and visitors through email lists or online communities (to name a few sources of these types of data).

Audience research is the most common type of research carried out by cultural organizations by a long shot – and some organizations even have their own audience research departments! These data help us uncover information related to who is visiting, why they are visiting, and what the people who are already engaging with the organization think.

 

Organizations often struggle with collecting MARKET research

Market research, on the other hand, is any organized effort to gather information about target markets – including the folks who may NOT be visiting an organization.

Market research can be tricky, though, because someone who is not visiting your organization cannot fill out an exit survey. They may not be a part of your online community, and they aren’t likely on your email lists. Simply put, they aren’t a part of your audience yet. The industry’s inability to reach underserved audiences relates directly to our lack of market research and a general overreliance on audience research.

 

Organizations need both types of research, but our lack of MARKET research risks big sustainability issues

Audience research has tremendous value for perfecting programming, but that’s not where the industry needs the most help right now. In order to remain solvent and relevant in today’s world, cultural organizations desperately need to engage new audiences.

Unlike audience research, market research helps organizations find out who is NOT visiting and why they aren’t visiting. This is a big deal because organizations are doing a really not-awesome job reaching new and emerging audiences! Not to mention, cultural organizations (museums, performing arts organizations, aquariums, etc.) are experiencing a phenomenon called the negative substitution of the historic visitor. This means that for every one person who profiles as a historic visitor who leaves the market, they are being replaced by less than one person. Millennials are not visiting cultural organizations at representative rates, and engaging people of diverse racial and ethnic backgrounds – who make up more and more of the US population each year – is perhaps our greatest opportunity to secure our futures. In other words, the demographic makeup of the US is changing and we really need to get better at reaching new audiences and making them our new regular audiences.

 

It is impossible to fully understand market perceptions of your organization and reach new audiences if you only study the people who are already in your community.

To succeed, organizations need both types of research.

 

Like this post? You can check out more 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, Financial Solvency, Nonprofit Marketing, Sector Evolution, Trends 3 Comments