People, Planet, Profit: Checks and Balances for Cultural Organizations

It’s a time of change and evaluation for cultural organizations – and that’s a good thing. The societal current Read more

Visitor Confidence Is In Decline For US Cultural Organizations (DATA)

An index specifically measuring confidence of likely visitors to cultural organizations? We’ve got that and, all things considered, it’s Read more

The Visitor Engagement Cycle for Cultural Organizations

Securing visitation comes down to increasing reputation offsite and satisfaction onsite. Here’s how it works. If your organization aims to Read more

Negative Substitution: Why Cultural Organizations Must Better Engage New Audiences FAST (DATA)

Fewer and fewer people look, act, and think like "historic" attendees to visitor-serving organizations. Here’s how many fewer. As we Read more

How Imaginary Lines Drawn by Cultural Organizations Hold Them Back

We can make “rules” about what applies to our industry - but our potential visitors and supporters don’t have Read more

Distraction: Blaming Admission Cost for Cultural Center Attendance (DATA)

Yes, it’s nice to get things for free – but it’s not why people aren’t visiting cultural organizations. This Read more

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The Importance of Social Media in Driving People to Your Museum or Visitor-Serving Nonprofit (DATA)

There’s a lot of conversation about the ROI of social media and confusion about how to explain its importance to executive leaders. Need help? Here’s some data behind how social media drives attendance to visitor-serving organizations (zoos, aquariums, museums, botanic gardens, theaters, etc). The research provided here is courtesy of IMPACTS.

It’s as easy as 1-2-3 (or, rather, the transitive property in mathematics):

1. Reputation is a major motivator of intent to visit

The above data indicates the index value (i.e. the relative importance) of select factors (“utilities”) that influence the market’s decision to visit a visitor-serving organization (VSO).  The way to consider this data is that utilities with index values greater than 100.0 bear a proportionally greater “weight” in terms of how the market makes its visitation decisions.  In other words, a factor such as “schedule” with an index value of 203.5 is roughly 2x more influential in the decision-making process for a high-propensity visitor than is a factor such as cost with an index value of 100.4.

The US Composite data represents the overall US population. The High-Propensity Visitor (HPV) data shows the index value for folks who possess the demographic, psychographic and behavioral attributes that make them most likely to visit a VSO.  In other words, by collecting data about actual visitors to VSOs, it is possible to develop a “profile” of the types of people who are most likely to visit a zoo, aquarium, or museum.  In the end, every individual organization will have its own, specific list of weighted utilities that indicate the attributes of its visitors – but for the purpose of this example, the HPV utilities and index values indicated here are an average for all likely US visitors to visitor-serving organizations.

It is clear to see that for the overall US population and high-propensity visitors alike how important “reputation” is to your market’s overall decision-making process.  In fact, only “schedule” rates higher in terms of influence on your market.  (“Schedule” summarizes not just factors such as your hours of operation, but also factors such as how your offerings align with considerations such as school and work schedules.  It may sound obvious, but if your organization isn’t conveniently accessible for your audience during its preferred days and hours, then you are risking your visitation potential.) And, while special events are an important driver for the US composite market, they are less influential to the HPVs (which represent the market segment where VSOs may benefit by targeting the majority of their marketing efforts).

2. Social media drives reputation

So we know that reputation is a major driver of visitation. But, what, mathematically, comprises your reputation? The answer is a little bit paid media (e.g. advertising) and a lot bit of reviews from trusted sources (particularly word of mouth and earned media – both of which are often facilitated or made entirely possible by social media). In fact, reviews from trusted resources are 12.85 times more influential in terms of your organization’s reputation than is the advertising that comes out of your budget.

3. Thus, social media is a driver of visitation

Social media and online engagement positively contribute to your bottom line by enhancing your reputation, which is a significant driver of visitation.  Critically, it is almost impossible for an organization to quickly and efficiently overcome negative reputation perceptions.  So, not only do social media and other forms of online engagement help boost your bottom line, they are also wonderful risk mitigation tools that keep you connected to your audience.

Interested in updates regarding nonprofit marketing and best practices for online engagement? Check out my Facebook page!

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