Chapter 10
Chapter 10 - Marketing and the Arts
A summary of the key concepts in the chapter
Marketing
Advisory
Board for the Arts – Case Studies
“Keeping Audiences Close: How Utah Symphony Appeals to Audience Values,” December 2020 (57:33), Advisory Board for the Arts. Case study on connecting to audiences
“Building a Freemium Membership Model: Case Study on Scottish Ballet,” April 2021 (57:20), Advisory Board for the Arts
“I’ve got Digital Content – What do I do Now?” (56:35) January 2021 (56:35), Advisory Board for the Arts.
For additional webinars and information about arts marketing and development case studies link to the Advisory Board for the Arts: https://www.advisoryboardarts.com/
Capacity Interactive - Digital Marketing Consulting for the Arts
“Marketing and the Concert Experience: 21st Century Lessons Not Just For Millennials”
November 2018 (1:01:17), Aubrey Bergauer presented at CI’s Digital Marketing Boot Camp for the Arts. “Everyone’s talking about how to attract millennial audiences, but one orchestra’s findings show that the music itself isn’t the problem, and the solutions aren’t just for millennials. These results from the California Symphony’s “Orchestra X” project on user experience went viral last year and ultimately received attention from The Wall Street Journal.”
Capacity Interactive – Videos on “Demystifying Google Analytics” - 2018
Also, check out the Podcasts on the Capacity Interactive website.
Ticketing Software
Event ticketing software: The 10 most important features, April 2021 (6:02)
This video covers key features that should be on your checklist when looking for ticketing software by a company called Oveit. Oveit offers a free version for events with 300 or fewer seats to sell: https://oveit.com/Tessitura Network - “One Unified System to run your arts & culture organization.”
There is a link to a 3-minute overview of their system on the homepage: “See what Tessitura is all about.” There is also a substantial amount of information available on their website about their systems and products.ThunderTix – “How It Works” Demo (5:13) “Harness the power of ticketing, fundraising, concessions, and loyalty with patron metrics in your own private CRM.”
NOTE: There are a substantial number of vendors selling ticketing systems. See “Ticketing Software and CRMs” in the Learning Links.
Press Releases
“How to Write a Clickworthy News Story Using the Inverted Pyramid”, April 2021 (11:21) Presented by Newswire.
“Have a really interesting piece of company news or some industry expertise you'd like to share with the online community? Writing a press release using the Inverted Pyramid and then following our guidance to distribute your story can garner excellent results and get the coverage you need to succeed.”
Marketing & PR
Americans for the Arts – National Arts Marketing Project
https://namp.americansforthearts.org/
The Audience Agency (UK)
“Download our updated guide to creating an effective Audience Development Plan.”
https://www.theaudienceagency.org/resources/guide-to-audience-development-planning
Capacity Interactive – Digital Marketing Consulting for the Arts
“We partner with leading arts and cultural organizations to help them build audiences, engage community and market smarter.” https://capacityinteractive.com/
Free, Self-paced Training Resources for Small Museums
“The Museum Learning Hub began as a nationwide initiative organized by the six U.S. regional museum associations and dedicated to providing free, self-paced training resources for small museums. The inaugural series of online training and resource toolkits focused on digital media and technology topics and was made possible by the Institute of Museum and Library Services National Leadership Grant for Museums award MG-248568-OMS-20.”
https://museum-hub.org/
Free Nonprofit Marketing Courses
“Learn how to communicate your cause, gain more supporters, and have a greater impact through email marketing, social media, public relations, and more.”
https://www.nonprofitready.org/nonprofit-marketing-courses
Arts Attendance & Participation Report UPDATES
National Endowment for the Arts - Survey of Public Participation in the Arts (SPPA) October 2023. The latest report shows attendance trends and participation over several decades in the U.S. https://www.arts.gov/impact/research/publications/arts-participation-patterns-2022-highlights-survey-public-participation-arts
NEA RESEARCH BRIEF - Online Audiences for Arts Programming: A Survey of Virtual Participation Amid Covid-19, October 2023. https://www.arts.gov/impact/research/publications/online-audiences-arts-programming-survey-virtual-participation-amid-covid-19
Public Relations for Nonprofits: Everything You Need to Know – November 2020, by Tatiana Morand
https://www.wildapricot.com/blog/public-relations-for-nonprofits
PR - How to Write and Distribute a Nonprofit Press Release
https://www.wildapricot.com/blog/nonprofit-press-release
SMU|DataArts
Data, resources, and insights for the arts – Review the “What We Do” tab on their website
https://culturaldata.org/
VALS Survey
“VALS segments US adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior.”
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
Wallace Foundation – Knowledge Center
Building Audiences for the Arts
https://www.wallacefoundation.org/knowledge-center/building-audiences-for-the-arts/pages/default.aspx
https://namp.americansforthearts.org/
The Audience Agency (UK)
“Download our updated guide to creating an effective Audience Development Plan.”
https://www.theaudienceagency.org/resources/guide-to-audience-development-planning
Capacity Interactive – Digital Marketing Consulting for the Arts
“We partner with leading arts and cultural organizations to help them build audiences, engage community and market smarter.” https://capacityinteractive.com/
Free, Self-paced Training Resources for Small Museums
“The Museum Learning Hub began as a nationwide initiative organized by the six U.S. regional museum associations and dedicated to providing free, self-paced training resources for small museums. The inaugural series of online training and resource toolkits focused on digital media and technology topics and was made possible by the Institute of Museum and Library Services National Leadership Grant for Museums award MG-248568-OMS-20.”
https://museum-hub.org/
Free Nonprofit Marketing Courses
“Learn how to communicate your cause, gain more supporters, and have a greater impact through email marketing, social media, public relations, and more.”
https://www.nonprofitready.org/nonprofit-marketing-courses
Arts Attendance & Participation Report UPDATES
National Endowment for the Arts - Survey of Public Participation in the Arts (SPPA) October 2023. The latest report shows attendance trends and participation over several decades in the U.S. https://www.arts.gov/impact/research/publications/arts-participation-patterns-2022-highlights-survey-public-participation-arts
NEA RESEARCH BRIEF - Online Audiences for Arts Programming: A Survey of Virtual Participation Amid Covid-19, October 2023. https://www.arts.gov/impact/research/publications/online-audiences-arts-programming-survey-virtual-participation-amid-covid-19
Public Relations for Nonprofits: Everything You Need to Know – November 2020, by Tatiana Morand
https://www.wildapricot.com/blog/public-relations-for-nonprofits
PR - How to Write and Distribute a Nonprofit Press Release
https://www.wildapricot.com/blog/nonprofit-press-release
SMU|DataArts
Data, resources, and insights for the arts – Review the “What We Do” tab on their website
https://culturaldata.org/
VALS Survey
“VALS segments US adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior.”
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
Wallace Foundation – Knowledge Center
Building Audiences for the Arts
https://www.wallacefoundation.org/knowledge-center/building-audiences-for-the-arts/pages/default.aspx
Marketing & Engagement
Making Sense of Audience Engagement – Volume 1 – by Alan Brown & Rebecca Ratzkin “A critical assessment of efforts by nonprofit arts organizations to engage audiences and visitors in deeper and more impactful arts experiences.” This link is to a 78-page report created in 2011 that is still relevant and helpful to arts marketers today. You will need to add the lens of equity, diversity, and inclusion as you read this PDF.
https://galachoruses.org/sites/default/files/Barun-Making_Sense_of_Audience_Engagement.pdf
"Community Engagement is Not Giving Them What We Think They Want" by Doug Borwick
“Over the last decade, the arts world has entertained much discussion of ‘engagement.’ The word is used by people to mean many things. This has led to confusion, frustration, and the tendency to dismiss community engagement as a trendy distraction. In particular, the use of the word to mean audience development, audience engagement, or community engagement has muddied the waters.”
https://www.artsengaged.com/engagement-essentials
https://galachoruses.org/sites/default/files/Barun-Making_Sense_of_Audience_Engagement.pdf
"Community Engagement is Not Giving Them What We Think They Want" by Doug Borwick
“Over the last decade, the arts world has entertained much discussion of ‘engagement.’ The word is used by people to mean many things. This has led to confusion, frustration, and the tendency to dismiss community engagement as a trendy distraction. In particular, the use of the word to mean audience development, audience engagement, or community engagement has muddied the waters.”
https://www.artsengaged.com/engagement-essentials
Ethics
The Ethics Centre – Ethical Theories & Thought Experience
“The Ethics Centre is a not-for-profit organisation developing and delivering innovative programs, services and experiences, designed to bring ethics to the centre of personal and professional life.”
https://ethics.org.au/knowledge/ethics-explainers/
“Welcome to Ethics Unboxed”
An introductory online course into ethics for anyone and everyone. This is ethics, explained in bite-sized chunks that relate to your everyday life. (Free)
Ethics and Accountability for Nonprofits
“America’s charitable nonprofits rely on the public trust to do their work. That is why it is so important that charitable nonprofits continuously earn the public’s trust through their commitment to ethical principles, transparency, and accountability.”
https://www.councilofnonprofits.org/tools-resources/ethics-and-accountability-nonprofits
7 Lessons from Marketing Ethics, Nonprofit Hub
“Every company or business organization has several ethical policies guiding advertising, pricing, competitive strategies, etc. Every party involved in a marketing deal has different expectations of how things should go, but marketing ethics guides them.”
https://nonprofithub.org/7-lessons-from-marketing-ethics/
Ethics Sage
“Known as “The Ethics Sage” to many with a reputation as an expert in ethics, Dr. Steven Mintz is a Professor Emeritus from Cal Poly State University in San Luis Obispo.”
https://www.ethicssage.com
Ethical Marketing - Explore the Strategy of Ethical Marketing
“A survey by the Ethics Resource Center found that 43% of respondents believed their supervisors lacked ethical integrity. One overriding question surrounds many business practices: what is the ethical way to sell things?”
Marketing Ethics – Definition, Importance, Role and Examples
“Ethics in marketing involves the marketing practices of promoting fairness, social responsibility, empathy, and honesty by following ethical standards.”
https://www.marketing91.com/marketing-ethics/
“The Ethics Centre is a not-for-profit organisation developing and delivering innovative programs, services and experiences, designed to bring ethics to the centre of personal and professional life.”
https://ethics.org.au/knowledge/ethics-explainers/
“Welcome to Ethics Unboxed”
An introductory online course into ethics for anyone and everyone. This is ethics, explained in bite-sized chunks that relate to your everyday life. (Free)
Ethics Unboxed Course
Ethics and Accountability for Nonprofits
“America’s charitable nonprofits rely on the public trust to do their work. That is why it is so important that charitable nonprofits continuously earn the public’s trust through their commitment to ethical principles, transparency, and accountability.”
https://www.councilofnonprofits.org/tools-resources/ethics-and-accountability-nonprofits
7 Lessons from Marketing Ethics, Nonprofit Hub
“Every company or business organization has several ethical policies guiding advertising, pricing, competitive strategies, etc. Every party involved in a marketing deal has different expectations of how things should go, but marketing ethics guides them.”
https://nonprofithub.org/7-lessons-from-marketing-ethics/
Ethics Sage
“Known as “The Ethics Sage” to many with a reputation as an expert in ethics, Dr. Steven Mintz is a Professor Emeritus from Cal Poly State University in San Luis Obispo.”
https://www.ethicssage.com
Ethical Marketing - Explore the Strategy of Ethical Marketing
“A survey by the Ethics Resource Center found that 43% of respondents believed their supervisors lacked ethical integrity. One overriding question surrounds many business practices: what is the ethical way to sell things?”
Ethical Marketing
Marketing Ethics – Definition, Importance, Role and Examples
“Ethics in marketing involves the marketing practices of promoting fairness, social responsibility, empathy, and honesty by following ethical standards.”
https://www.marketing91.com/marketing-ethics/
Ticketing Software and CRMs
GetApp.com: Forty-Seven Ticketing Software Companies
Filtered using “NonProfit” and “Free Trial.”
https://www.getapp.com/customer-management-software/ticketing/?pricingcategories_slug%5B%5D=free-trial&sort=reviews&typecustomers_slug=non-profits
Audience View
“From campus and sporting events to Broadway-style shows, we work with you to create a fully integrated solution that will achieve your mission and goals.”
https://www.audienceview.com/
Blackbaud
“Museum & Nonprofit Ticketing System- Increase attendance, revenue, and insights for your nonprofit with our efficient, data-driven admission ticket sales solution.”
https://www.blackbaud.com/solutions/organizational-and-program-management/ticketing
Patron Manager
“PatronManager was founded in 2010 as an affordable ticketing and CRM solution for arts and culture organizations. Since fundraising and subscriptions are essential to this community, we built our system entirely on Salesforce. Our integrated solution empowers organizations to manage their customer relationships, box office, fundraising efforts, and marketing campaigns all from one place.”
Tessitura Network – “One Unified System to run your arts & culture organization”
There is a substantial amount of information available on their website about their systems and products.
https://www.tessituranetwork.com/
ThunderTix
Event Management Software Features – There is information about pricing and their product features available at this website.
Ungerboeck
“Ungerboeck’s personalized platform unites people, data, and processes across your entire event management business. Our modular software solutions are designed to be configurable to fit your specific event and venue management needs, while dramatically improving efficiency.”
https://ungerboeck.com/
Filtered using “NonProfit” and “Free Trial.”
https://www.getapp.com/customer-management-software/ticketing/?pricingcategories_slug%5B%5D=free-trial&sort=reviews&typecustomers_slug=non-profits
Audience View
“From campus and sporting events to Broadway-style shows, we work with you to create a fully integrated solution that will achieve your mission and goals.”
https://www.audienceview.com/
Blackbaud
“Museum & Nonprofit Ticketing System- Increase attendance, revenue, and insights for your nonprofit with our efficient, data-driven admission ticket sales solution.”
https://www.blackbaud.com/solutions/organizational-and-program-management/ticketing
Patron Manager
“PatronManager was founded in 2010 as an affordable ticketing and CRM solution for arts and culture organizations. Since fundraising and subscriptions are essential to this community, we built our system entirely on Salesforce. Our integrated solution empowers organizations to manage their customer relationships, box office, fundraising efforts, and marketing campaigns all from one place.”
Home – PatronManager
Tessitura Network – “One Unified System to run your arts & culture organization”
There is a substantial amount of information available on their website about their systems and products.
https://www.tessituranetwork.com/
ThunderTix
Event Management Software Features – There is information about pricing and their product features available at this website.
A tool for every member of your team
Ungerboeck
“Ungerboeck’s personalized platform unites people, data, and processes across your entire event management business. Our modular software solutions are designed to be configurable to fit your specific event and venue management needs, while dramatically improving efficiency.”
https://ungerboeck.com/
Social Media
37 Social Media Ideas for Nonprofits by -by Julie Leary, 2022 at Whole Whale
Capacity Interactive
This link takes you to CI’s guide for Facebook, Instagram, YouTube, Twitter, TikTok, and Snapchat Ad dimensions.
https://ideas.capacityinteractive.com/social-media-ad-dimensions
Eventbrite Blog - The Best Social Media Campaigns from the Cultural Sector
https://www.eventbrite.co.uk/blog/social-media-campaigns-cultural-ds00/
Instagram Tips for Arts Organisations – February 2021
Pinterest for Nonprofits: Why it works, and how to make it work for you
How Arts Organisations Can Use TikTok – October 2020
How to Start a Podcast for Your Museum
How to Use Twitter to Engage the Right Community for Your Nonprofit – March 2021
https://blog.techsoup.org/posts/how-to-use-twitter-to-engage-the-right-community-for-your-nonprofit
Arts Management Journals
Some of these journals require subscriptions, but articles on specific areas like marketing are often available for purchase and download. Marketing is a frequent topic in these journals.
• Arts Management Network: https://www.artsmanagement.net/Journal
• Journal of Arts Management, Law, and Society: https://www.tandfonline.com/loi/vjam20
• International Journal of Arts Management: https://gestiondesarts.hec.ca/en/ijam/
• American Journal of Arts Management: http://www.artsmanagementjournal.com/
37 Social Media Ideas for Nonprofits
Capacity Interactive
This link takes you to CI’s guide for Facebook, Instagram, YouTube, Twitter, TikTok, and Snapchat Ad dimensions.
https://ideas.capacityinteractive.com/social-media-ad-dimensions
Eventbrite Blog - The Best Social Media Campaigns from the Cultural Sector
https://www.eventbrite.co.uk/blog/social-media-campaigns-cultural-ds00/
Instagram Tips for Arts Organisations – February 2021
Instagram Tips for Arts Organisations
Pinterest for Nonprofits: Why it works, and how to make it work for you
Pinterest for Nonprofits: Why it works, and how to make it work for you
How Arts Organisations Can Use TikTok – October 2020
How Arts Organisations Can Use TikTok
How to Start a Podcast for Your Museum
How to Start a Podcast for Your Museum
How to Use Twitter to Engage the Right Community for Your Nonprofit – March 2021
https://blog.techsoup.org/posts/how-to-use-twitter-to-engage-the-right-community-for-your-nonprofit
Arts Management Journals
Some of these journals require subscriptions, but articles on specific areas like marketing are often available for purchase and download. Marketing is a frequent topic in these journals.
• Arts Management Network: https://www.artsmanagement.net/Journal
• Journal of Arts Management, Law, and Society: https://www.tandfonline.com/loi/vjam20
• International Journal of Arts Management: https://gestiondesarts.hec.ca/en/ijam/
• American Journal of Arts Management: http://www.artsmanagementjournal.com/