Top Information Sources for Likely Visitors to Cultural Organizations By Generation (DATA)

Digital engagement rules among Boomers, Generation X, and Millennials. (Yes. All three.)

I write and talk a great deal about the data-informed importance of social media and the web. At IMPACTS, much of the market research that we collect and review affirms the incredible power of earned endorsement in securing visitation, maintaining philanthropic giving, and even how it backfires on cultural organizations when they cut marketing budgets. Communication channels that allow people to share their experiences are increasingly critical for an organization’s long-term survival. In fact, data suggest that there’s no amount of paid advertising that...