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Audience Outlook Monitor: Individual Organization Access

The response to Covid-19 Audience Outlook Monitor has been amazing. Cohorts of cultural organizations in cities, regions, and countries all over the world have joined the study, backed by a wide array of service organizations and funders. The scale of the research is unprecedented, and it will continue through the end of 2020, and, most likely, into 2021, bringing a steady stream of data into the fraught landscape of decision making. 


We’ve been contacted by many individual cultural organizations who would like to participate to gain insights on their specific audiences, but we haven’t had a solution to this challenge until now. 


Beginning September 1, WolfBrown, in partnership with our colleague Ron Evans of Dramatic Strategies, will open up participation in the Audience Outlook Monitor study to a cohort of 20 individual cultural organizations on a first come, first served basis. 


To be eligible, individual organizations must be able to deploy the survey protocol via email to their own ticket buyers or members, and explore results via guided access to WolfBrown’s online dashboard tool. Participants will connect with peer leaders from other cultural organizations to explore the implications of the results moving forward. 


If you have questions before submitting your organization's information, please contact Ron Evans at

AOM Opt-In Agreement for Individual Organizations

Offer:  “Open Cohort for Individual Organizations”


  • Available to 20 U.S. or Canadian organizations on a first-come, first-serve basis (in reality we could go over that number, but it helps to frame the offer as a limited-capacity opportunity)

  • You must have a minimum of 6,000 customer email addresses to join the cohort (i.e., to send the survey invitation to a minimum of 2,000 people on each of three deployment dates)

  • Three survey deployments on a fixed schedule:  August 15, October 15, December 15 (we might decide to move the Dec. 15 cohort to Jan. 15)

  • AOM Protocol is provided by WolfBrown, and cannot be customized

  • Cohort members share a common dashboard, agreeing to allow other cohort members access to their results

  • At least one aggregate will be included in the dashboard, for benchmarking purposes (this might be the aggregate for this cohort only, or it might be another ‘national’ aggregate that parallels the same deployment schedule)

  • Monthly cohort webinars hosted by Ron Evans

  • Invitations to participate in WolfBrown’s regular schedule of briefings and webinars.


Pricing (Tiered by Org. Budget Size)


  • Tier 1: Organization expense budget <= $3 million = $2500

  • Tier 2: Organization expense budget > $3 million and < $9 million = $3500

  • Tier 3: Organization budget >= $9 million = $5000, with option for 6 deployments (i.e., monthly, starting in August and running through January)




  • 50% initial payment by August 15 to join cohort; balance of 50% by October 1 (prior to second deployment)

  • 10% discount for full payment up front via credit card, PayPal, or ACH

  • 0% discount if you choose to be invoiced in two installments and pay by check

  • All payments are non-refundable


Timeline – Key Dates


  • Informational Webinar for prospective Cohort Members [insert date, time and webinar registration details]

  • Deadline for registering, August 15, 2020 by 5PM

  • Deadline for payment, August 15, 2020 by 5PM

  • 1st survey deployment, September 1 at 12:00 p.m.

Work Scope


WolfBrown agrees that it will:


  • Design the survey protocol and program it in an online survey tool

  • Provide you with suggested email language and hyperlinks to the survey for each deployment date

  • Provide you with password access to WolfBrown’s online dashboard reporting interface, where you can view and interrogate the results for the cohort

  • Produce monthly webinars hosted by Ron Evans to review results and discuss the implications for arts organizations


As a Cohort Member, you agree that you will, at minimum:


  • Register for the study and agree to the terms

  • Participate in a mandatory webinar to review the survey protocol and data collection procedures

  • Produce outbound email messages on each deployment date (and, possibly, a reminder message) to a minimum of 2,000 customer (i.e., ticket buyers or members) 

  • Correspond with the WolfBrown study coordinator to confirm the details of your email list and the timing of your outbound email messages

  • Login to WolfBrown’s dashboard interface to explore your survey results

  • Participate in webinars with other Cohort Members to take stock of results (optional)


Confidentiality and Disclosure


Since you are sending out your own email messages, the identity of your patrons will remain confidential and anonymous. Results will be reported by organization in the dashboard. Therefore, as a condition of participation, all Cohort Members agree in advance to share their results with other Cohort Members (in aggregate, identified by organization name).


The following language will be included in the email invitation and on the first page of the online survey:


“This survey is for research purposes only and does not involve sales or fundraising of any kind. Your answers are confidential and will be reported in aggregate only.” 


License to Use WolfBrown’s Dashboard Tool


WolfBrown hereby grants to Cohort Member a limited, non-exclusive, non-sublicensable, revocable, non-assignable license to use WolfBrown’s online dashboard tool for a period starting on the effective date of this agreement and extending through December 31, 2021. Cohort Member is required to: i) use the licensed property solely for it’s own internal uses consistent with the Audience Outlook Monitor study; ii) not modify the dashboard software and not allow or aid or abet any third party to (a) copy or adapt the object code of any of WolfBrown’s software; or (b) reverse engineer, decompile, reverse assemble, modify or attempt to discover any source code that the WolfBrown software uses to generate its web pages; or (c) modify, frame, reproduce, sell, lease, rent, create derivative works from, or otherwise use the online dashboard tool in any way for any commercial purpose except as expressly permitted by this Agreement or by WolfBrown.


Ownership of Intellectual Property


Raw survey data will be owned by WolfBrown and stored on its secure server. Upon request, WolfBrown will provide you with an Excel file with the raw data from your customer’s survey responses.


Withdrawal or Termination


You may withdraw from the study at any time. However, any payments you’ve made will be not be refunded.

Please indicate your desire to participate in Covid-19 Audience Outlook Monitor Study below, and agree to the terms and conditions of participating as a Cohort Member.
Please indicate your budget size, and associated fee.
Your payment preference (select one):
We will be in touch shortly with a link or invoice for payment. We look forward to working with you. 

Thanks for submitting!

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