A demonstration of how relevant marketing research can help guide marketing and development initiatives, leading to more effective campaigns.

1. Making Research
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Making Research Work for you
Nick Crosson
Research Coordinator
Greater Philadelphia Cultural Alliance

2. Making Research
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Ongoing data collection by
the Greater Philadelphia Cultural Alliance
Detailed info from Pennsylvania Cultural Data Project (PACDP) –
200+ arts – we are a governing group member and
organizations your contact point for data analysis
Basic info (some National Center for Charitable Statistics –– we
financial) on ALL have access and ability to analyze data
501c3 organizations
Audience Cultural Alliance list co-op – where 200,000+
participation arts audience members live
½ price ticket sales Cultural Alliance FunSavers – where 50,000+
½ price ticket buyers live
Data on individual persons or organizations ALWAYS confidential.
Aggregate data and analysis available.

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Other data available to
the Greater Philadelphia Cultura l Alliance
Audience spending Collected as part of data collection for
economic impact report (to be released in
Sept.)
Basic demographic Census, Bureau of labor Statistics, other
info national and local government and private
data sources –– we have access and ability
to analyze data
Data from partners We work with Center City District, Select
Greater Philadelphia, GPTMC, many others
and share data
Information We try to keep abreast of any local research
clearinghouse on the region and national research on arts
and culture, especially published reports
Data on individual persons or organizations ALWAYS confidential.
Aggregate data and analysis available.

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Research uses :
•Development (esp. Grant-writing)
•Marketing
•Decision-making
•Advocacy

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Research uses : Development

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Research uses : Marketing

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Research uses : Decision-making
other possible other possible
estimate #2 estimate estimate #1
operating budget $8,000,000 $8,000,000 $9,700,000
attendance 205,000 250,000 250,000
increases over current
expenditures expenditures expenditures
$8,880,316 $10,420,387 $12,120,387
FTE jobs FTE jobs FTE jobs
271 318 371

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Research uses : Decision-making
Expense Breakdown for an Average Organization with
Operating Characteristics Similar to this one after its
Proposed Expansion
39%
Salaries & Fringe
45% Other
Communications
Physical Plant
9%
7%

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Research uses : Decision-making

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Research uses : Advocacy

11. Making Research
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The Greater Philadelphia Cultural Alliance’s Cultural Policy work is
funded by the William Penn Foundation.