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Motivations for low- to mid-level individual giving

There is great potential for small organisations to build income streams from their supporter base. This detailed report contains the findings from a research study on the motivations of individual donors in England (outside London) for giving to the arts at a low- to mid-level (from about £5/10 up to £1,000).


Published: 2009 | Resource type: Research

Insight-led: understanding motivations of attenders and potential attenders

How can we develop a deeper understanding of what motivates people to attend or take part in arts and cultural events? Mary Butlin showed AMA conference 2013 delegates how to implement a low-cost research programme to understand audience motivations and shared expertise from a variety of settings for organisations of all sizes.  Helen Jones from ... Read more


Published: 2013 | Resource type: Guide/tools

How do people engage with culture?

Heather Maitland explores what we know about the way people experience the arts and what we are learning from this …


Published: 2008 | Resource type: Research

Developing a visitor base and growing participation

What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and ... Read more


Published: 2005 | Resource type: Research

Seven ways to be more audience/visitor-focused

Gerri Morris audience demands that arts marketers need a better understanding of the needs, attitudes and motivations of existing and potential audiences and visitors. She introduces a diagnostic tool, ‘7 Pillars of Audience Focus’, that can also be used as a planning tool.


Published: 2008 | Resource type: article

Parallels in customer attitude and behaviour between the arts and independent retail

In 2010, after seventeen years in arts marketing, Jan McTaggart opened up a greengrocer, Clementine of Broughty Ferry, with her business partner Carole Sommerville.  In just three years, Clementine has built up a loyal and varied customer base (they deal with around 78,000 customer transactions a year). In this article for CultureHive, Jan makes observations ... Read more


Published: 2013 | Resource type: article

How to build staff commitment: a case study

Empowering and motivating staff is key to internal audience development and brand communication. The author of this article describes the challenges of building commitment amongst staff and highlights his points through a relevant and practical case study from Tyne and Wear Museums. He argues that organisations must ensure efficient communication occurs across all levels, that ... Read more


Published: 2005 | Resource type: Case studies

How understanding motivation can improve internal communication

Understanding what motivates colleagues can be a powerful way of improving internal communication. This article discusses the Language and Behaviour (LAB) profile tool, created by Rodger Bailey, and how it can be used to explore motivation. The tool works from the premise that each individual has their own perception of reality and assumes that people who ... Read more


Published: 2005 | Resource type: article

Putting passion and purpose on your life map

This article focusses on what it is that nurtures and nourishes us as individuals. The author argues that there are two things that often prevent us from achieving our goals – resistance (stopping ourselves from doing the things we want to do) and taking action (actually putting into practice the things that will get us closer to where ... Read more


Published: 2013 | Resource type: article

Creative Trust Audience Engagement Survey Cover

Performing arts survey about motivation

A large scale survey of Toronto’s creative performing arts companies about motivations to attend and what helps them connect more deeply with the work they see on stage.


Published: 2010 | Resource type: Research

Understanding audiences for online collections resources

This report provides digital resource managers across the East Midlands with: Evidence of the motivations, expectations, needs and current levels of satisfaction of online audiences. Insight into why users are using sites, how resources are meeting their needs, and how current and future resources could better meet needs. Findings are intended to help make the ... Read more


Published: 2009 | Resource type: Research

Research study on the needs and motivations of young people

A research study that profiles the changing social, emotional, personal and cultural needs of young people by investigating their needs, motivations and attitudes, informing service provision. The findings seek to understand the child’s world through the variety of environments and relationships in which they live – the political systems and policies, how they develop and ... Read more


Published: 2002 | Resource type: Research

Researching the market for contemporary craft

A two-year study that quantifies and appraises the buying market for contemporary craft, which followed on from Making it in the 21st century (profile and economic contribution of designer-makers), and Taste Buds (developing the art market). This allowed the distinctions between the art and craft markets to be explored. The findings were then interrogated to ... Read more


Published: 2006 | Resource type: Research

Opening time research for London galleries

The study, involving nine London galleries, sought to quantify and understand the evening market for galleries, providing demographic and psychographic profiling data alongside attender motivations and the relationship with daytime visits. The data also cross-referenced findings from participating venue to venue, and analysed marketing activity reach and appeal by segment, and opportunities to position galleries ... Read more


Published: 2002 | Resource type: Research

Understanding the contemporary craft market in a changing economy

A study that provides market intelligence and essential information for contemporary craft makers and suppliers of craft. The aims of the study are to understand market size, motivations and other contributors to craft purchases, and the growth potential of the contemporary craft market size in England, and how the market might evolve in response to ... Read more


Published: 2010 | Resource type: Research

Who visits the Baltic Centre for Contemporary Art and why

The audience profiling study provided primary data through interview-led exit surveys to gain a deeper understanding of visitors, who they are, their motivations and attitudes. The profiling examined reasons for visiting, marketing reach, exhibition awareness and engagement, and visitor satisfaction. The insights informed recommendations for how Baltic could deepen engagement and improve the offer, and ... Read more


Published: 2008 | Resource type: Research

How to engage with broader audiences

Developing approaches to engage with diverse audiences, specifically disabled audiences, Black and Minority Ethnic groups and lower socio-economic groups. This study explains the motivational and functional drivers that can stimulate demand, alongside barriers to engagement and how to overcome them. A holistic organisational approach supported by a range of tactics is recommended, drawing on practical ... Read more


Published: 2007 | Resource type: Research