Donor Motivations Survey Tagging Scheme Please bookmark this page, as it is not publicly accessible. Download a Word Document with the tagging scheme here. TAGGING SCHEME FOR DONOR MOTIVATIONS SURVEY .docx Download DOCX • 20KB You can also find this text below. Note: You can associate multiple tags with a comment. GLOBAL TAG (For Use in Any Report) NOTABLE – Comments you may wish to return to or call out as examples, or that are particularly rich in content. POS – Comments that are positive. NEG – Comments that are negative. GIVING GENERAL REPORT Q. Please say a word or two about how your giving priorities have changed. CONNECTION – Desire more connection HUMANITARIAN – Giving more to humanitarian needs MORE – Giving more, increased income SELECTIVE – Looking at overhead, choosing more carefully SMALLER – Giving less or smaller amounts, reduced income SOCIAL JUSTICE – Giving more to social justice VOLUNTEERING REPORT Q. What types of volunteer work have you done for arts groups within the past few years? [other] EVENTS – Chair, host, or lead special events HOSPITALITY – Provide food services to staff or volunteers PERFORM – Performing PM – Project management PROF SERVICE – Provide professional services (e.g., grant writing, facilitation, accounting, consulting) MOTIVATIONS REPORT COMMISSIONS ENDOWMENT FACILITY – New facility, hall, improvements FESTIVAL – Festival events GENOP – General operations, trust org to use funds LOCAL – Local events MORE PROGRAMS – More programs, offerings, activities SALARIES – Musician pay SENIORS – More programs reaching seniors SPONSOR – Performance, programs, guest artist sponsorships TOURS YOUTH – Training, resources, education for youth EXPECTATIONS REPORT Q. How could we improve the way we keep you informed about finances and organizational performance? NEWS - Newsletters ANNUAL REP – Sharing annual reports with patrons Q. How could we do a better job of including you in special events and activities? INVITE – Extend invitation ARTIST ACCESS – More access to leadership, conductor, artists at events INFO – More contextual information about the work and artists Q. What additional educational activities might we provide you? SEMINARS WEBINARS WORKSHOPS CLASSES

Communications and Media Use Survey, Open Cohort Communications and Media Use Survey, Open Cohort Outbound Emails – Suggested Language Please bookmark this page, as it is not publicly accessible. Download a Word Document with suggested language for outbound emails here. Outbound Emails_CommunicationsSurvey2023 .docx Download DOCX • 22KB You can also find this text below. Outbound message 1, requesting cooperation Deployment date: August 15, 2023 Sender Line: [Organization Name] Subject Line: Requesting your help with a survey Dear [FNAME] , In order to communicate effectively, we need good information about where our [audience members] [visitors] find out about upcoming cultural events, what media they rely on for news and information, what social media they use, etc. Would you take a few minutes to complete a survey for [organization] ? This basic information will be extremely useful in guiding our communications work over the coming years. Your responses are anonymous. Numerous arts organizations in our area are participating in the study, and we apologize if today you receive more than one request to take the survey. Please only respond to the organization you most recently attended. The survey’s privacy policy is available here . This is strictly research – no sales or fundraising is involved. After completing the survey, you’ll be redirected to a webpage with selected results, so that you might compare your answers with those of other survey takers. Thank you in advance for your consideration. [embed link:] Here’s the link. Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert link] Outbound message 2, reminder message Deployment date: August 15, 2023 Sender Line: [Organization Name] Subject Line: Last chance to participate in an important survey Dear [FNAME] , I contacted you several days ago with a request to take an important survey. Would you consider participating? Time is of the essence, as the survey closes on Monday night. The questions explore your background and are quite straightforward. Your answers would be extremely helpful to [organization] . No sales or fundraising is involved. [embed link:] Here’s the link. Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert link]

Square one of audience research is maintaining a detailed profile of your customers – knowing who they are in terms of demographics and family lifecycle, how they relate to your organization as ticket buyers and donors, and why they come (or don’t come). The Demographic and Buyer Behavior Survey generates a multi-dimensional profile of ticket buyers. Results can be used as an input to institutional planning and to inform funders, sponsors and other external stakeholders about your audience. Description Timeline & Pricing Protocols Participating Organizations Square one of audience research is maintaining a detailed profile of your customers – knowing who they are in terms of demographics and family lifecycle, how they relate to your organization as ticket buyers and donors, and why they come (or don’t come). The Demographics and Buyer Behavior Survey generates a multi-dimensional profile of ticket buyers . Results can be used as an input to institutional planning and to inform funders, sponsors, and other external stakeholders about your audience. This survey cover topics such as: tenure, recency, frequency, series selection (customized) travel time/method of transportation subscriber status, donor status, loyalty social context of attendance, reasons for attending, barriers to more frequent attendance price sensitivity, initiator status, late buying behavior, use of discount ticket brokers, accessibility needs, household size and composition length of residence, languages spoken, and demographic characteristics (age, gender, race/ethnicity relationship status, employment status, work location, occupation, artist status educational attainment, household income identification with LGBTQ+ communities political values Level of Customization Limited. You may choose to include or exclude certain questions on the survey. One optional question, if selected, requires customization: series, program category, or venue (for organizations with multiple product lines or venues), for the purposes of filtering results by product line. Results To maximize learning, research partners must agree to share their results with other participating organizations through the WolfBrown dashboard. After the survey concludes, aggregated results may be shared with the larger field through the Audience Outlook Monitor community . Questions For more information about this survey, contact Erin Gold at WolfBrown. Contact Us Timeline Choose your own date or look at our registration form for the next recommended date Pricing Pricing is based on your organizational expense budget. Tier 1 (Organization expense budget of $9 million+): $2,250 USD Tier 2 (Organization expense budget of $3 million-$9 million): $1,950 USD Tier 3 (Organization expense budget of <$3 million): $1,650 USD Research partners who elect this survey will have access to the following standardized survey protocols. Audience Outlook Monitor survey protocols are the protected intellectual property of WolfBrown LLC. Unauthorized use of all or parts of these protocols is strictly prohibited. We provide them here to allow you to assess the extent to which the protocols will meet your needs. Performing Arts version 2025 Demo and Buyer Behavior Protocol PERFORMING ARTS web version .pdf Download PDF • 763KB Visitor Based version 2025 Demo and Buyer Behavior Protocol VISITOR-BASED web version .pdf Download PDF • 764KB "Sending out this survey for multiple years has helped us better understand how our audience has changed and maintained consistency from year to year. On top of that, it's been very interesting comparing our data to different participating organizations and diving into top-level findings from WolfBrown—shining a light on cross-organizational data we couldn't have collected on our own." - Catherine Monteleone, New 42 "Our entire team is excited about the knowledge we gained from AOM. We can’t wait to put the insights we found into action. Participating in AOM is a no-brainer for any organization working with limited time and money for research!" - Laima Haley, CU Presents, University of Colorado Boulder Past Research Partners Appell Center for the Performing Arts Arizona Opera Arizona Science Center Arizona-Sonora Desert Museum Arizona Theatre Company Ballet Arizona Cal Performances Center for the Arts at George Mason University Chamber Music Cincinnati Chamber Music Detroit Childsplay Children’s Museum of Phoenix Community Concert Hall at Fort Lewis College CU Presents DANCECleveland Desert Botanical Garden East West Players Heard Museum Hylton Performing Arts Center La Peña Cultural Center Madison Symphony Orchestra Mayo Performing Arts Center Mesa Arts Center Midland Center for the Arts Museum of Northern Arizona New 42 New Conservatory Theatre Center Northrop, University of Minnesota Penn Live Arts Phoenix Art Museum Scottsdale Arts Shenandoah University Sitka Music Festival Sunset Cultural Center The New Group Tucson Symphony Orchestra UF Performing Arts UMS Demographics and Buyer Behavior Survey Register Now An invoice will be generated after you register. Please read our terms and conditions before registering.

The IDEA Study Phase 1, Open Cohort The IDEA Study Phase 1, Open Cohort Internal Informational Statement Email – Suggested Language Please bookmark this page, as it is not publicly accessible. Download a Word Document with suggested language for an informational statement for internal stakeholders here. IDEA Study Open Cohort-Info for Internal Stakeholders .docx Download DOCX • 14KB You can also find this text below. Suggested Language for Informational Statement for Internal Stakeholders Participating organizations are encouraged to notify internal stakeholders – staff and board members – of their participation in the IDEA Study prior to the September 12 survey launch. Subject Line: [Organization] ’s participation in the IDEA Study Dear [Name] , I’m writing to let you know that [Organization] is participating in a national study of audience attitudes about inclusion, diversity, and equity. While many cultural organizations have been working on diversity for years, little is known about the level of audience support for this work. A cohort of American cultural organizations has been assembled to investigate how audiences feel about inclusion, diversity, and equity - both generally, and how they feel our organization is doing in each of these areas. All organizations will deploy the same survey to a sample of their members, visitors, or ticket buyers, and everyone will be able to see each other’s results. A random selection of our database of [members] [visitors] [ticket buyers] will receive an email requesting their cooperation with the survey. The survey is designed and fielded by WolfBrown , a national arts research firm, through its Audience Outlook Monitor program. In light of the sensitivity of the subject matter, it is likely that any of us may get questions or comments about the survey, either positive or negative, shortly after the survey is launched on July 11. Please forward me any questions or comments you receive. To hold ourselves accountable for our work on diversity, we need to measure progress on a number of fronts, and this is one of them. Before July 11, I encourage you to take a test version of the survey, to familiarize yourself with the lines of questioning. Please use this link: [insert test link] Thank you, [Name] [Title]

The IDEA Study Phase 1, Flinn Foundation Cohort The IDEA Study Phase 1, Flinn Foundation Cohort Internal Informational Statement Email – Suggested Language Please bookmark this page, as it is not publicly accessible. Download a Word Document with suggested language for an informational statement for internal stakeholders here. IDEA Study Flinn Cohort-Info for Internal Stakeholders .docx Download DOCX • 14KB You can also find this text below. Suggested Language for Informational Statement for Internal Stakeholders Participating organizations are encouraged to notify internal stakeholders – staff and board members – of their participation in the IDEA Study prior to the July 11 survey launch. Subject Line: [Organization]’s participation in the IDEA Study Dear [Name] , I’m writing to let you know that [Organization] is participating in a national study of audience attitudes about inclusion, diversity, and equity. While many cultural organizations have been working on diversity for years, little is known about the level of audience support for this work. A cohort of Arizona cultural organizations has been assembled by the Flinn Foundation to investigate how audiences feel about inclusion, diversity, and equity - both generally, and how they feel our organization is doing in each of these areas. All organizations will deploy the same survey to a sample of their members, visitors, or ticket buyers, and everyone will be able to see each other’s results. A random selection of our database of [members] [visitors] [ticket buyers] will receive an email requesting their cooperation with the survey. The survey is designed and fielded by WolfBrown , a national arts research firm, through its Audience Outlook Monitor program. In light of the sensitivity of the subject matter, it is likely that any of us may get questions or comments about the survey, either positive or negative, shortly after the survey is launched on July 11. Please forward me any questions or comments you receive. To hold ourselves accountable for our work on diversity, we need to measure progress on a number of fronts, and this is one of them. Before July 11, I encourage you to take a test version of the survey, to familiarize yourself with the lines of questioning. Please use this link: [insert test link] Thank you, [Name] [Title]

The IDEA Study Phase 1, Flinn Foundation Cohort The IDEA Study Phase 1, Flinn Foundation Cohort Outbound Emails – Suggested Language Please bookmark this page, as it is not publicly accessible. Download a Word Document with suggested language for outbound emails here. Outbound Emails_FlinnFoundation .docx Download DOCX • 15KB You can also find this text below. Outbound message 1, requesting cooperation (two samples) Timing: July 11, 2023, at 12 pm MST Use your own branding and design. Make certain you use the correct survey hyperlink associated with each of the two samples. Sender Line: [Organization Name] Subject Line: Requesting your help with a national survey of audiences [we are open to other subject lines that would lead to higher click-through rates] Dear [FNAME] , Many arts and cultural organizations across the US have made long-term commitments to being more inclusive, more diverse, and more equitable. Each organization charts its own path down this road based on its unique community, resources, and sense of purpose. Little is known, however, about how audiences feel about this work, and this is why I’m writing you today. [Organization] is participating in a national study of arts and culture audiences. The survey explores your general feelings about inclusion, diversity, and equity, and your perceptions of [ organization ], specifically. In asking for your participation in this study, we acknowledge that this subject matter can be sensitive and that there will be a range of opinions. We ask that you answer the questions as candidly as possible. Your responses are both confidential and anonymous. The survey takes about 10 to 15 minutes to complete. Numerous arts organizations in our area are participating in the study, and we apologize if today you receive more than one request to take the survey. P lease only respond to the organization you most recently attended. The survey’s privacy policy is available here. This is strictly research – no sales or fundraising is involved . After completing the survey, you’ll be redirected to a webpage with selected results, so that you might compare your answers with those of other survey takers. Thank you in advance for your consideration. Here’s the link . [embed link] Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert link] Outbound message 2, reminder message (two samples) Timing: July 14, 2023, specific time is at your discretion. Use your own branding and design. Make certain you use the correct survey hyperlink associated with each of the two samples. If possible, send reminder messages only to those who didn’t open the first message. Sender Line: [ Organization Name ] Subject Line: Last chance to participate in an important survey Dear [ FNAME ], I contacted you several days ago with a request to take an important survey. Would you consider participating? Time is of the essence, as the survey closes on Monday night. The questions explore your general feelings about inclusion, diversity, and equity, and your perceptions of [ organization] , specifically. Your answers would be extremely helpful to us. No sales or fundraising is involved. Here’s the link. [ embed link ] Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert full text of hyperlink]

The IDEA Study Phase 1, Orchestra Cohort The IDEA Study Phase 1, Orchestra Cohort Outbound Emails – Suggested Language Please bookmark this page, as it is not publicly accessible. Download a Word Document with suggested language for outbound emails here. IDEA Study Orch Cohort-Suggested Email Language .docx Download DOCX • 31KB You can also find this text below. Outbound message 1, requesting cooperation Deployment date: 2023 Sender Line: [Organization Name] Subject Line: Requesting your help with a survey Dear [FNAME] , In order to communicate effectively, we need good information about where our [audience members] [visitors] find out about upcoming cultural events, what media they rely on for news and information, what social media they use, etc. Would you take a few minutes to complete a survey for [organization] ? This basic information will be extremely useful in guiding our communications work over the coming years. Your responses are anonymous. Numerous arts organizations in our area are participating in the study, and we apologize if today you receive more than one request to take the survey. Please only respond to the organization you most recently attended. The survey’s privacy policy is available here. This is strictly research – no sales or fundraising is involved. After completing the survey, you’ll be redirected to a webpage with selected results, so that you might compare your answers with those of other survey takers. Thank you in advance for your consideration. [embed link:] Here’s the link. Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert link] Outbound message 2, reminder message Deployment date: 2023 Sender Line: [Organization Name] Subject Line: Last chance to participate in an important survey Dear [FNAME] , I contacted you several days ago with a request to take an important survey. Would you consider participating? Time is of the essence, as the survey closes on Monday night. The questions explore your background and are quite straightforward. Your answers would be extremely helpful to [organization] . No sales or fundraising is involved. [embed link:] Here’s the link. Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert link]

Post-Event Feedback Surveys Cohort Post-Event Feedback Surveys Cohort Outbound Emails – Suggested Language Please bookmark this page, as it is not publicly accessible. Download a Word Document with suggested language for outbound emails here. Outbound Emails_Post-EventFeedbackSurvey2023 .docx Download DOCX • 18KB You can also find this text below. Outbound message , requesting cooperation Sender Line: [Organization Name] Subject Line: How was your experience? Dear [FNAME] , Would you take a few minutes to complete a survey about your recent experience as an audience member? The feedback you provide will be extremely useful in guiding our work over the coming years. Your responses are anonymous. The survey’s privacy policy is available here . This is strictly research – no sales or fundraising is involved. After completing the survey, you’ll be redirected to a webpage with selected results, so that you might compare your answers with those of other survey takers. Thank you in advance for your consideration. [embed link:] Here’s the link. Sincerely, [Name] [Title] P.S. If the above link to the survey is not active, please cut and paste the following link into your browser address line: [insert link]

Audience Outlook Monitor, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations who want to make informed decisions about how and when to re-start programming based on rigorous research data. WolfBrown launched Audience Outlook Monitor with our COVID-19 study, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations that wanted to make informed decisions about how and when to re-start programming based on rigorous research data. Learn more about it here. RESEARCH ARCHIVE

IDEA Study, Phase 2: Focus on Accessibility Description Timeline & Pricing Protocol Participating Organizations The IDEA Study was a special research initiative launched in 2023 to provide arts organizations with insight as to audience attitudes about inclusion, diversity, equity, and access, as a contribution to the national discourse. Phase 1 of the IDEA Study focused on measuring attitudes about inclusion, diversity, and equity, while Phase 2 of the IDEA Study focused on assessing accessibility needs. Both surveys are now available to our research partners. This survey addresses questions such as: What accommodations do people make in their daily lives, regardless of disability status? What is the relationship between disability and use of accessibility programs and services offered by arts organizations? What accessibility programs and services are audience members most likely to use in the areas of mobility, vision, hearing, and neurodiversity, whether or not these services are currently offered? What generational shifts are changing the landscape of accessibility needs? How satisfied are audience members with our accessibility services? To what extent is lack of accessibility accommodations a barrier to attendance? We developed this survey in part because we believe there have been significant shifts in public attitudes about accessibility, and also because we hope to provide organizations more clarity on the role that accessibility plays in the sector’s efforts towards greater inclusion, diversity and equity. As part of Phase 2, we also offered a Survey of Accessibility Practices of Performing Arts Organizations . Preliminary findings were reviewed and discussed in a Town Hall meeting, which was recorded and shared on a resource page. In designing and implementing this study, we collaborated with, and built on, the past work and perspectives of advocates and practitioners working in the accessibility space. We are grateful for the arts professionals and inclusion advocates who consulted with us on this project and for the members of the advisory committee who guided the initial research. The Kennedy Center’s Office of Accessibility and VSA played an advisory role for the survey design, implementation, and sharing out of initial study results. Participants will gain access to a library of video recordings of four learning sessions, each focusing on a different aspect of accessibility , as well as a culmination session. Results To maximize learning, research partners agree to share their results with other participating organizations through the WolfBrown Dashboard . A selection of aggregated results may be shared with the larger field through the Audience Outlook Monitor community. Level of Customization None Questions For more information about this survey, contact Erin Gold at WolfBrown. Contact Us Timeline Choose your own date or look at our registration form for the next recommended date Pricing Pricing is based on your organizational expense budget. Tier 1 (Organization expense budget of $9 million+): $2,250 USD Tier 2 (Organization expense budget of $3 million-$9 million): $1,950 USD Tier 3 (Organization expense budget of <$3 million): $1,650 USD Research partners who elect this survey will have access to the following standardized survey protocols. Audience Outlook Monitor survey protocols are the protected intellectual property of WolfBrown LLC. Unauthorized use of all or parts of these protocols is strictly prohibited. We provide them here to allow you to assess the extent to which the protocols will meet your needs. IDEA Phase 2 Ticket Buyer Protocol web version .pdf Download PDF • 376KB IDEA Study Phase 2 Visitor-based Protocol web_version .pdf Download PDF • 472KB “I just want to give the WolfBrown team a huge shoutout for doing this survey on accessibility. It provides those of us working in the field with data to go out and advocate even better for the work that we all do. So, a big shout out.” - Betty Siegel, The John F. Kennedy Center for the Performing Arts Past Research Partners: BAM (Brooklyn Academy of Music) CAPA (Columbus Association for the Performing Arts) Chicago Symphony Orchestra Childsplay Cincinnati Symphony Orchestra Flint Institute of Music Goodman Theatre The John F. Kennedy Center for the Performing Arts Mayo Performing Arts Center Mesa Arts Center Paper Mill Playhouse Pittsburgh Symphony Orchestra Scottsdale Arts Segerstrom Center for the Arts Signature Theatre Studio Theatre Tucson Symphony Orchestra University Musical Society (UMS) Register Now An invoice will be generated after you register. Please read our terms and conditions before registering. Anchor 1

Audience Outlook Monitor, an international collaboration between top researchers, funders, service organizations, and hundreds of cultural organizations who want to make informed decisions about how and when to re-start programming based on rigorous research data. PUBLIC DASHBOARD Above is a 2-minute introduction to the Public Dashboard. Over 60 organizations participated in the first phase of the IDEA Study, in four different cohorts. The Public Dashboard now includes a selection of interactive charts showing aggregated results from all four cohorts. If you already have a WolfBrown Dashboard login, you can go to the dashboard here and use your login to view the report. Community members without dashboard access can log in to the Public Dashboard using credentials we share with the AOM community. Become part of the community by subscribing to our Audience Outlook Monitor newsletter. It is free to join the community . Every year, we’ll add new data sets as they become available, in hopes of opening up audience research findings to a broader group of people and organizations. View the free Overview of Findings: IDEA Study Phase 1.

OPT-IN SURVEYS Audience Outlook Monitor offers several types of research support. Our radically new cohort model for audience research was developed over two years during the COVID-19 pandemic and is now a permanent program. AOM surveys are a low-cost alternative to expensive, customized market research and allow you to track essential information about your customers regularly, year after year. AOM's initial focus is serving the audience research needs of performing arts organizations, although some of our surveys are also designed for museums. Real-time Dashboard Reporting Organizations participating in any of our surveys can compare their results with those from other organizations in their cohort and against field aggregates. Results accumulate in a password-protected dashboard , and you can request as many logins as you'd like. Over time, your dashboard will become an easily accessible archive for your audience survey data. BASIC SURVEYS Our library of four standardized Basic Surveys covers the core research topics of greatest interest to most arts organizations. Basic surveys are available once a year in a cohort format . To gain trend data, you may wish to repeat one or more of them annually or every other year. If you’d like to deploy any of the basic surveys off-schedule (i.e., on your own timeline), they are available on-demand for a small surcharge . Visit the Store to see which surveys are available right now, either in cohorts or on-demand. [object Object] Find out more Find out more Find out more Find out more SPECIAL TOPIC SURVEYS As with the Covid-19 Study launched in 2020, we will continue to bring forward research efforts that address urgent topics facing our sector . These will include: Find out more Find out more Find out more POST-EVENT FEEDBACK SURVEYS WolfBrown is an industry leader in designing and implementing post-event feedback surveys (previously called Intrinsic Impact). We have supported hundreds of performing arts organizations in this area for over 20 years. Our survey support program is now a service under the Audience Outlook Monitor program. Find out more WHAT PEOPLE SAY Jennifer Lin, Content Marketing Manager & Photographer, Metro Theater Company Thank you so much for all your incredible work on the Audience Outlook Monitor. Metro Theater Company was grateful to be a part of the COVID Study early on. I've really enjoyed all your briefings, webinars, and takeaways. Your clear research helped us all think creatively about ways to approach our programming, revenue opportunities, and communications. Plus, I felt a little reassured by knowing that many other arts managers collectively shared similar challenges during the pandemic. You were a bright spot of data, insight, and understanding among the uncertainty of the last 20 months!