Market Research

How America Gives

Chronicle of Philanthropy

Chronicle of Philanthropy provides trends on charitable giving that can be filtered by household, discretionary income by household or percentage of income given by household.

Conducting Market Research for Your Nonprofit

Red Rooster Group

Red Rooster Group offers a guide to nonprofit market research, which provides insight on conducting a brand and communications review, rating marketing efforts, and benchmarking marketing and brand against other organizations. The guide also shares sample questions for board and donors in order to assess their perception. (PDF, 10 pages)

The 2012 Statistical Abstract

U.S. Census Bureau

The U.S. Census Bureau provides an online version of the Statistical Abstract of the United States. It has data about different population groups; facts about states, counties, and cities; and historical statistics. Museums may find this useful for conducting secondary market research.

Understand Your Market

U.S. Small Business Administration

The U.S. Small Business Administration offers some guidance on understanding and analyzing markets.

The Road to Results: Effective Practices for Building Arts Audiences

The Wallace Foundation
The Wallace Foundation shares its 2014 guide to effectively building audiences. This document is based on 10 case studies of arts organizations, including museums, opera companies, a theater and other institutions that undertook audience-building projects as part of the Wallace Excellence Awards initiative.

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