Audience Insights Manager (AIM) puts powerful patron data analysis tools in the hands of nonprofit arts organizations.
Stop the guesswork and let your data find the target! Start making decisions based on the valuable insights you can gain by subscribing to our community database of more than 1 million unique households of qualified cultural consumers.
How does AIM work?
New Jersey nonprofit arts groups are invited to register for the program annually, then asked to submit segmented lists of patron data to the AIM community database throughout the year using Data Center, a powerful, web-based data management tool.
Once collected, all of this data will be normalized. By being run through National Change of Address (NCOA) as well as against other third party databases (including Acxiom), your data will be returned with clean records and detailed demographic and psychographic profiles on the cultural consumers in the region. For each list created, a merge/purge will be run to ensure de-duplicated lists are pulled from the community database.
How does AIM help my marketing team?
The database can help your organization better market your programs to its existing audiences by identifying which patrons are most likely going to be interested in the specific programs you have to offer.
For example: If you offer a summer arts camp for kids 8-12 years old, it would be helpful to know what segment of your patrons have kids in the household that match those ages. It might also be useful to match household income levels to the price point of the camp. This type of data can focus your marketing efforts and save you money.
In addition to segmenting your own data, AIM provides a platform for trading lists with other participating arts groups by using the extensive reporting available through Data Center to identify new leads that match the profile of your existing patrons.
For example: If you are presenting a classical music performance, you can request list segments that match patrons who have attended similar performances in the past 2 years and that live within a 20 mile radius of your venue.
How does the AIM help my development team?
Your development team can use AIM to learn more about your existing patrons and identify potential new donors. By examining and cross-referencing your patrons’ consumer behaviors, you’ll be better able to determine which individuals might be inclined to — and financially able to — support your organization. This process may have seemed daunting in the past, but not anymore! Your team now has that information available anytime.
For example: You may know that Jane Doe attends your children’s theater three times a year. Now you could find out that Jane Doe makes $250,000 a year and has two kids in the household that are age appropriate, making her a good prospect for your donor list.
In addition, like most arts organizations, providing detailed demographics on your patrons helps make your case to potential funders. Like most, your organization probably struggles to provide accurate reporting. By using the information available through the AIM database, you can feel confident in the detailed reports you provide to funders because they are based on real data, not assumptions and perceptions.
How does AIM help my programming?
The more you know about your audiences, the more you can provide the types of programs that they will find engaging. Having information on whom your organization serves, not necessarily whom you think it serves, can play a pivotal role in your organization’s creative direction.
Learn more about who’s coming through your doors by using demographic and psychographic filters that tell you where your patrons live, what hobbies and interests they have, how many of them have children, what their income levels are, and more.
AIM even helps you understand how your patrons interact with your organization compared to the greater arts community – all for a fraction of the cost of going it alone!