About the project

The Audience Agency had undertaken primary research to better understand the characteristics and behaviours of individuals who give at a low level, as part of the Arts Council funded Audience Finder project.

The Donor Finder strand provides insights into member and donor behaviour.

The consultancy's role

Alix Slater Consultancy & Training was invited by the Audience Agency to analyse the data, drawing on its knowledge of membership to provide new insights for the sector.

The culmination of this is two short pieces on the Audience Agency's website, titled 'Who donates amongst arts audiences?', which explores loyalty amongst members, and 'Who are your members and are they your best prospects?'.