34.3% of arts organizations were unaware of the public's perception of the their
local tax initiative. This demonstrates a lack of communication between those
paying the tax and those benefiting from the tax. This lack of communication can
become an overwhelming obstacle if the policy is under public attack or up for
reauthorization.
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Evaluation is essential
Unfortunately, evaluation is being overlooked by many organizations. Lack of time,
money and an understanding of the process are all common reasons for not evaluating. This
guide will provide tips and tools for making sound evaluation practical for
arts organizations and arts communities.
Common evaluation processes include:
- Counting attendance
- Monitoring funding sources
- Reviewing the budget
- Reviewing media coverage, letters, etc.
- Tracking patrons
- Revisiting goals to see if they match with new programs
Although any form of evaluation is better than none, the processes above can present incomplete assessments. They are often
an internal snapshot of an organization in the short-term. The methods above, when combined with processes that
reach beyond the organization, can give you a strong case for public support.
Think outside your organization
When arts leaders were asked what they would do to evaluate in an ideal situation, a large percentage of
respondents mentioned a desire for monitoring public opinion. An emphasis on public perception is extremely
important to continuing support of a policy that utilizes public money. One arts leader said,
In order to receive funding, our organization must be able to demonstrate 'public benefit'
produced as a result of the program. We are able to indicate the number of free or subsidized
tickets distributed and community events that resulted from the project, including collaborations
with other organizations.
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Think evaluation early and often
As discussed in the implementing policy section, evaluation should be included from
the very start of the policy. Even if a policy has been in place for decades it is never too late to plan for evaluation.
When evaluation requirements are included in the legislation, organizations should reserve a portion of the funds to be
dedicated to clearly defined evaluation measures. It is common for organizations receiving support from a tax
initiative to be required to report to the distributing agency. However, the process of reporting is usually not thorough
enough to later make a solid argument to the general public for reauthorization
if the policy is challenged or contested.
Whether or not a policy was written with effective evaluation in mind, organizations can take the first step toward
effective eavaluation by using funds from the tax toward programs with a clear public benefit, such as: outreach efforts,
education, public art programs, and discounted tickets. Carefully thought-out use of these funds is a critical step to
ensuring that arts organizations can generate strong arguments in support of the policy.
Organizations which use various forms of evaluation in a documented process, arts organizations
and arts communities are ready to take the next step in making strong arguments for
reauthorization.
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