Donor Finder – developed as part of the Arts Fundraising & Philanthropy programme – was a national research programme led by The Audience Agency. The project linked intelligence and data about donor and audience giving behaviours and attendance to help organisations understand who has propensity to give (at low level) and under what circumstances.
Across the sector there’s been a paucity of knowledge about the characteristics and behaviours of individuals who give at low level to arts and cultural organisations. Challenges in this area are to do with the quality and quantity of data, how and what is collected and where data sits in the organisation. Even organisations who have member schemes and know a lot subscribers have gaps in their understanding of what else their members do, in particular other memberships held and other causes they donate to.
The insights from the research address key aspects of arts, cultural and heritage member and donor behaviour including retention, frequency and recency of engagement, crossover, churn, ticket yield and motivations for giving.
The Audience Agency provides data-led evidence and insight, and has developed a range of tools that may be useful for fundraisers including:
- Audience Finder Mapping & Audience Spectrum: any organisation can use the Audience Finder dashboard for free and resources to understand donor potential in their area more accurately, through its user-friendly mapping function and Audience Spectrum resources.
- Audience Finder Survey: many organisations can ask specific fundraising questions as part of an audience survey. Results can be viewed in a Dashboard, or analysed in more depth as part of a fundraising audit.