A Study of Major Contributors to The Colonial Theatre Keene, New Hampshire A Research Study...
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A Study of Major Contributors to The Colonial Theatre Keene, New Hampshire A Research Study Presentation by: The Arts Management Seminar Class Franklin Pierce College May, 2004
A Study of Major Contributors to The Colonial Theatre Keene, New Hampshire A Research Study Presentation by: The Arts Management Seminar Class Franklin
A Study of Major Contributors to The Colonial Theatre Keene,
New Hampshire A Research Study Presentation by: The Arts Management
Seminar Class Franklin Pierce College May, 2004
Slide 2
Introduction The Colonial Theatre opened its doors on January
29, 1924. The theatre is a community landmark. The theatre is
located in downtown Keene, New Hampshire. The theatre is the last
of Cheshire County's five historical theaters. Former Owner Charles
Baldwin called it "New England's most modern and perfectly
appointed theatre." Over the years, the Colonial Theatre has hosted
movies, vaudeville shows, operas and numerous community events.
(source: www.thecolonial.org)
Slide 3
Due to the lack of financial support, non-profit organizations
are trying to identify ways of increasing financial resources from
current donors. In addition non-profits are trying to identify new
corporate donors. Nature of the Problem
Slide 4
To identify strategies for The Colonial Theatre to expand donor
contributions and increase the number of contributors to the
theatre. Purpose of the Project
Slide 5
Research is necessary to determine why corporate sponsors
contribute to The Colonial Theatre, located in Keene, New
Hampshire. Problem Statement
Slide 6
1. Determine who is responsible for making the decision to
contribute to The Colonial Theatre. 2.Identify the process used by
organizations that contribute to The Colonial. 3.Identify the
criteria used by organizations that contribute to The Colonial.
4.Determine what benefits the organizations perceive as valuable by
being a donor to The Colonial Theatre; as well as what other kinds
of benefits they would like to experience. 5.Determine the
characteristics of contributing organizations. Research
Objectives
Slide 7
Criteria Characteristics that the donors look for when
considering to donate to an organization. Process The steps
involved in donors choosing the organizations to which they donate.
For the purposes of this research study, these terms were defined
as follows:
Slide 8
Literature Review Over the past 40 years we have witnessed a
dramatic increase in the number of non-profit organizations.
According to E. Barman (2004), the number has increased from
300,000 in 1967, to over 1,000,000 in 1998. The number is still
growing. The increase in non-profit organizations has caused a rise
in the number of organizations seeking financial support through
grants and donations from individuals and businesses.
Slide 9
Literature Review (cont.) Foundations give an estimated 3.7
billion dollars to arts, culture, media, and the humanities. In
2000, there was roughly double the amount of support given just 4
years earlier. The relative share of foundations support for arts
and culture, as a proportion of total foundation giving, ranged
from 12% to 15% between 1996 and 2000.
Slide 10
Slide 11
Methodology and Procedures
Slide 12
Problem Identification Laura Scott, Director of Development,
attended class February 2 nd to give a detailed presentation of The
Colonial Theatre. She informed the class that The Colonial Theatre
has 73 corporate sponsors, who contribute financially, and in
return receive benefits for their contributions. The benefits range
from free tickets for performances, to having the name of the
contributing organization displayed on the marquee. Ms. Scott
wanted to determine why the 73 organizations financially support
the theatre.
Slide 13
Development of the Survey It was determined that the best
method for obtaining this information was through a survey to be
distributed to all of the contributors. The survey was developed in
approximately 2 weeks through class discussions. The final survey
consisted of 15 questions. After consulting with Ms. Scott the
final survey was approved on March 3 rd.
Slide 14
Survey Questions 1. Who is responsible for making the final
decision to contribute to the colonial? Please state the positions
of the individual or group of individuals. 2. Which of the
following best describes the selection process used to determine
which organization your firm makes the contribution to? 3. What
characteristics must an arts organization have in order to receive
funding from your organization? 4. Does your organization require
programming targeted to specific demographic groups? 5. If you
answered yes to question 4, which demographic groups does your
organization focus on?
Slide 15
Survey Questions (cont.) 6. What benefits do you perceive to be
valuable as a donor to the Colonial Theatre? 7. What kinds of
benefits would you like to receive in addition to those listed in
Question 6? 8. Which of the following categories best describes
your organization? 9. Where is your company located in relation to
the Colonial? 10. How many times per year does your organization or
employees utilize your benefits as a sponsor of the Colonial?
Slide 16
11. How many other organizations do you support financially?
12. What percentage of your charitable budget supports the
Colonial? 13. How many employees does your organization employ?
(Estimate) 14. What patron level best describes your classification
at the Colonial this year? 15. Which statement most accurately
reflects your probable support for the Theatre next season? Survey
Questions (cont.)
Slide 17
Sample Size and Definition of Population The sample size
consisted of 73 corporate sponsors. (This number also represents
the population). A corporate sponsor donates $250 or more.
Slide 18
Data Collection Method A cover letter was completed March 11 th
to accompany the survey. On March 12 th, 73 letters and surveys
were sent to the corporate sponsors. On April 10 th 25 surveys were
received and completed. This is a response rate of approximately
33%. The Statistical Package for the Social Sciences (SPSS) was
formatted on April 9 th, data entry began April 10 th.
Slide 19
Assumptions 1.We assumed the results of the survey would
benefit The Colonial Theatre. 2.We assumed the feedback provided by
the Director of Development was honest, accurate, and complete.
3.Our team assumed that the donors responses to the survey were
honest, accurate, and complete.
Slide 20
Limitations 1. The three week survey response period may have
been a limitation for the respondent. 2.Some of the researchers had
limited experience with the statistical software. 3.Further
investigation using interview techniques may have provided
additional qualitative information. 4.A few of the questions on the
survey were worded poorly. This was discovered after the survey was
sent out
Slide 21
Who Make the Final Decision? Who is responsible for making the
final decision to contribute to the colonial? Please state the
positions of the individual or group of individuals. 16 survey
respondents replied that the President or sole proprietor was the
person making the final decisions.
Slide 22
Selection Process Which of the following best describes the
selection process used to determine which organization your firm
makes the contribution to?
Slide 23
Characteristics What characteristics must an arts organization
have in order to receive funding from your organization?
Slide 24
Valued Benefits What benefits do you perceive to be valuable as
a donor to the Colonial Theatre?
Slide 25
Organizations Which of the following categories best describes
your organization?
Slide 26
Location of Donors Where is your company located in relation to
the Colonial?
Slide 27
Utilization of Benefits How many times per year does your
organization or employees utilize your benefits as a sponsor of the
Colonial?
Slide 28
Supporting Other Organizations How many other organizations do
you support financially?
Slide 29
Budget Percentage What percentage of your charitable budget
supports the Colonial?
Slide 30
Patron Levels What patron level best describes your
classification at the Colonial this year?
Slide 31
Support Level Which statement most accurately reflects your
probable support for the Theatre next season?
Slide 32
Discussion A given individual within the non-profit
organization must know someone within the donating company. Or
someone within the donating company must know an individual within
the non-profit organization. It is vital that the Director of
Development knows who is in charge of making the final decision in
order to properly address the donating company.
Slide 33
Discussion (cont.) Most companies who are donating to The
Colonial Theatre do not require any specific characteristics of
organizations that they donate to. Sponsors often do not utilize
the benefits offered to them by The Colonial Theatre.
Slide 34
Discussion (cont.) It was determined that 54% of donors
contribute between 1% and 20% of their charitable budgets to The
Colonial Theatre. 80% of the donors to The Colonial Theatre are
located in Keene.
Slide 35
Conclusions Our study concluded that 68% of all decisions for
funding come from an individual within the company. Nearly 2/3 of
these decision makers are presidents or sole proprietors. The
majority of donors seek non-profits that connect with the community
through outreach programs.
Slide 36
Conclusions (cont.) Recognition of donors is highly important.
Over half of the respondents to the survey wanted to be recognized
as a donor. However, there is no one benefit or form of recognition
that donors perceive as more valuable than another. Research
concluded that 80% of the contributors were retail and wholesale
organizations.
Slide 37
Recommendations Based on our conclusions, we recommend that it
is imperative for the Director of Development to know who is
responsible for making donor contributions. It is recommended that
The Colonial continue to target retail and wholesale in Keene when
looking for donations. Expansion to the surrounding region would be
beneficial.
Slide 38
Recommendations (cont.) It is recommended that The Colonial
Theatre invite the decision makers to recognition dinner(s) and to
present the findings of this study. It is also recommended that The
Colonial Theatre conduct further research using qualitative
research methods as to what benefits the donors are using. The
Colonial Theatre should develop strategies that deal with
businesses that donate to 5 or more organizations.
Slide 39
The Director of Development should consider key points
discovered in this study to maintain current relationships with
donors and to attract new donors to The Colonial Theatre.
Recommendations (cont.)
Slide 40
References www.thecolonial.org Barman, E. (2004). Nonprofit
Sector Research Fund. The Rise of the donor: Organizational
strategies, environmental constraints, and the field of workplace
giving. Retrieved March 10, 2004 from
http://www.nonprofitresearch.org/publications_show.htm?doc_id=118
391 Cultural Policy and the Arts National Data Archive. (2003). How
much do foundations contribute to the arts and culture? Definition
of terms and Cautionary Notes. Trends in the Foundation Giving Arts
and Culture. Retrieved March 10, 2004 from
http://www.cpanda.org/arts-
culture-facts/policy/foundationDefTerms.html