Today’s guest blog post is written by Paul Miller, Senior Director, Sales & Marketing, PatronManager.
In my first and second posts in this series, I argued that it’s time for arts and culture organizations to start capturing, measuring, and analyzing data to help grow your audiences and revenue. I also detailed what I believe are the top ten data points you should know, showed you how to calculate them, and explained why they’re so important to track and improve. In this post, I’d like to share with you the results of a survey in which I asked arts organizations to share their metrics with me.
Eighty-six organizations responded, with staff sizes ranging from 1 to 400 and annual budgets ranging from $17,000 to $125 million. When using wide ranges like this, and trying to get a value to compare to your organization, I think it’s best NOT to use the average number, but rather the median, or the “value or quantity lying at the midpoint… such that there is an equal probability of falling above or below it.” My reasoning is that the median is less easily skewed by outlying numbers, whereas an average can be grossly affected by an outlier. (For example, that $125 million at the top of the budget range is an outlier; the next nearest was $18 million.) In the metrics above, the median staff size was 9 and the median budget $1.8 million, which sounds about right for a “typical” arts and culture organization.
As you compare your numbers to those below, please remember that there is no right or wrong number except what works for your organization. It is, however, important to measure these numbers and track them from year to year, making efforts to improve them where you can. On which of these metrics are you underperforming compared to the median? Why is that, and what can you do to improve it?Read the Article
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