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Donor Motivations Survey, 2023 Open Cohort

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Welcome to the Donor Motivations Survey, 2023 Open Cohort!

Please bookmark this page, as it is not publicly accessible.  

This page contains key information about the study for participating organizations. Here you’ll be able to access recordings of online sessions in the archive section at the bottom of the page and other survey resources as they become available.

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Cohort Membership  

The following organizations have opted into this cohort:

  • Alley Theatre

  • Arizona-Sonora Desert Museum

  • Arizona Science Center

  • Ballet Arizona

  • Children's Museum of Phoenix

  • Childsplay

  • Desert Botanical Garden

  • Golden Thread Productions

  • Long Wharf Theatre

  • Mesa Arts Center

  • Midland Center for the Arts & Alden B. Dow Museum

  • Museum of Northern Arizona

  • New World Symphony

  • Oakland Museum of California

  • Pittsburgh Symphony Orchestra

  • Scottsdale Arts

  • Tucson Symphony

  • UMS

  • VocalEssence




  • All organizations send emails requesting cooperation with the survey on Tuesday, November 14 at 12 pm noon.

  • All organizations send reminder emails on Friday, November 17; the precise time of deployment is up to you. The survey closes at 11:59 pm PST on Monday, November 20. 




Deployment Logistics Session

  • Topic: We will cover list selection criteria and email deployments. This session is your chance to ask questions about the details of deployment.

  • Date: Monday, October 30, 2023 2 - 2:45 pm EDT | 11:00 - 11:45 am PDT (45 min)

A link to the recording of this session (and all future sessions) will be added to the bottom of this page shortly afterwards. 

Email List Selection (Sampling Plan)
  • Given the goal of obtaining an accurate profile of your donors, you’ll want the results to be as representative as possible of your pool of recent donors. We’ve seen response rates averaging 5% and ranging from 2% to 10% for ticket buyers, but expect a much higher rate for donors because of their loyalty.

  • Considering this, there’s no minimum quantity of emails to send out – we suggest sending the survey email to all donors (any amount) from the past three seasons. If you can, please purge the list of board members and any very high level donors who you’d prefer not to survey for one reason or another. In the end, you want to be looking at a respondent pool of 150, at minimum, and preferably 400 or more.

  • Once you’ve assessed your counts, complete the sampling form to report your counts to WolfBrown. We need this information to calculate response rates.

Suggested Email Language
  • Suggested language for the two outbound email messages may be found here. Use your own branding and design. Feel free to adapt the language to fit your voice and to what you’ve found best engages your audience or visitors.

  • Before Monday, October 30, WolfBrown will provide the liaisons from your organization with the survey hyperlink to be included in your outbound email message. The liaisons should first test the survey themselves.



Download and review the protocol


Donor Motivations Survey (client version-visitor-based)
Download PDF • 355KB

Performing Arts:

Donor Motivations Survey (client version-performing arts)
Download PDF • 359KB

  • Familiarize your team with the survey protocol.

  • We strongly encourage staff of participating organizations to take the online survey (test version) as part of your preparatory efforts.

  • The protocol was designed by the WolfBrown team with extensive input from arts administrators. We are indebted to the staff of Tucson Symphony for their cooperation with validity testing and pilot testing the protocol.

  • Questions marked “Optional” may be included in the survey, at your discretion. We recommend including as few optional questions as possible, to minimize length.

  • All survey respondents, after completing the survey, will be invited to opt-in to Audience Outlook Monitor’s National Panel.

  • Upon completing the survey, survey takers will be redirected to an “Exit Dashboard” – an abbreviated, static dashboard page that provides results for a small number of survey questions for your organization (only), so that respondents can see how their answers compared to the answers of others. No open-ended questions are included in the Exit Dashboard. We feel that providing instant access to selected results will add an element of transparency to the process and help to maintain the goodwill of survey takers.


  • You’ll have access to Donor Motivations Survey results in your dashboard as they come in on the deployment day. This will be your first chance to see the number of fully completed survey responses from your own patrons and everyone else’s.

  • To access the dashboard tool, please create a password using your email as your username. If your email is not set up as a login, fill out our contact form to be added as a user. Once you’ve created a password, we recommend you bookmark our login page, so you can easily log into the dashboard directly.


Dashboard Orientation

  • Topic: A guided tour of the Demographic and Buyer Behavior Cohort dashboard, tips on filtering data, tagging open-ended responses, and other technical information on the dashboard tool.

  • Date: Tuesday, November 21 at 2:00-2:45 pm EST | 11:00-11:45 am PST (45 minutes)