Arts institutions, like most nonprofit organizations nationwide, rely on the generosity of their supporters and patrons to maintain their missions, meet their annual goals, expand their programing, or just fund their daily activities. Facing enormous competition and with limited budgets, marketing and fundraising outreach activities must be calibrated with precision.

The Wilma Theater marketing gap analysis
When we think of marketing, we might think of the colorful and playful Target commercials, or the humorous ones from Progressive Insurance, or even the tear-jerking ones from Hallmark. Attracting new patrons, cultivating existing ones, diversifying audiences and programing certainly sound different from selling car insurance, but let’s not be fooled. It takes savvy individuals to get patrons through the doors of arts and culture institutions!
Arts organizations (and non-profits in general) are turning to GIS for the same reasons commercial organizations do – to better understand the geographic distribution and demographic composition of their current support bases and compare them with the total market potential for their programming or services. What are some of the questions they’re asking?
- What is the geographic extent of our current patron/ member base and how far are our services reaching?
- What are the communities that match our patron base’s demographic characteristics that we are not targeting? (Read The Wilma Theater marketing gap analysis).
- What are our constituents’ demographic characteristics and how do they compare with regional demographics?
- How far do our patrons have to travel to reach us? What are the most time-efficient routes? What are some of the venues along the way that we could make deals with or sell ad placements to, like restaurants or cafes?
- What is the correlation between the demographics of patrons from show/ exhibit A and from show/ exhibit B, and how do their geographic distributions compare?
- In what legislative districts do our patrons live?

L.A. Stage Alliance arts census market penetration analysis performed for TRG Arts
Clearly, these questions do not pertain to arts and culture institutions only. Spatial analyses can foster decision-making processes and reveal trends and issues, as well as provide stronger cases for support. Our team of GIS Analysts, Tamara Manik-Perlman, Dana Bauer — and joining them in June, Daniel McGlone — have worked on multiple spatial analysis projects for a range of different nonprofit organizations including: Common Cause NY, the Delaware Valley Association for the Education of Young Children, Germantown Friends School, the Pennsylvania Horticultural Society, and the Sustainable Business Network, among many others.
What are your geographic questions? Let us know. We can probably help you find the answers.
















