Technology Motivators and Usage in Non-Profit Arts Organizations

Slide 1: Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts Annual Convention Sunday, June 3, 2007 Las Vegas, NV Carnegie Mellon - Systems Synthesis Project Technology Motivators and Usage in Not-For-Profit Arts Organizations

Slide 2: Presentation Overview  Project description and goals  Methodology  Results  Insights and recommendations  Q&A Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 4: Project Description To investigate the motivations behind the information technology decisions within arts organizations. -- Why do some arts organizations excel at using information technologies to support institutional objectives? -- Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 5: Project Goals To provide a baseline understanding of:  environmental and institutional factors affecting motivation to adopt (or not to adopt) new technology  technology decision-making processes in the nonprofit arts sector Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 6: Definition of “Technology” Information & Communication Technologies  Computer software  Computer hardware  Database systems  Email  Internet-based tools  Telephone systems Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 7: Project Structure Systems Synthesis project at Carnegie Mellon’s Heinz School of Public Policy and Management  13 Masters of Arts Management graduate students working together on a 16 week project  “Real world” research environment with a client, a faculty advisor and an advisory committee Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 8: Project Timeline 2006 2007 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Advisory Final Board pape Conversations with GPAC r begin Project AFTA structure presentation Data Data Collection Analysis First Interim Final presentation presentation presentation Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 9: Research Partner Organizations Organization Budget Size Type <$1 million $1-10 million >$10 million Visual Arts Performing Arts Visual & Performing Arts Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 10: Technologies in Use Artist August Silver Eye Pittsburgh City Children’s Image Wilson Center for Symphony Theatre Museum Resource Center Photography Orchestra Formalized Technology Plan    Dedicated IT Staff   Percentage of Technology 7.0% 1.9% 0.04% 0.31% 2.7% 0.01% Expenses in Total Spending Software programs in use 9 10 10 20 10 13 Communications tools in use 4 4 7 4 4 5 eNewsletter      Online Tool Subscriptions      Podcast  Online Communities / Social Networking   Blog   Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 12: Project Methodology Methodologies included two types of data sets consisting of several research techniques Primary Secondary Initial Questionnaire Literature Review Interviews Internal Documents Site Observations Staff Survey Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 13: Methodology: Initial Questionnaire  Objectives:  Staff understanding of organization’s usage of information technology  Provide context for interviews with specific organizational information  Themes Covered:  Staff Structure  Information and Communication Technology Inventory  Technology Planning protocol  Internet usage Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 14: Methodology: Interviews  Objectives:  Gather narratives to deepen understanding of technology decision-making process  Develop comparable & contrasting information across organizations  Interview Structure:  Introductory Questions  Major Technology Purchase(s)  Organizational Culture  Technology Support and Maintenance  Technology Planning Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 15: Methodology: Observation  Objectives:  Internal communication behavior  Perceived value of technology  Criteria Observed:  Physical Office Organization  Office Communication Technology  Completeness of the interviewee’s answer  Non-verbal cues Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 16: Methodology: Staff Survey  Objectives:  Identify behaviors and attitudes of staff members  Identify disconnects between interviewees’ perceptions and those of other staff members  Themes Covered:  Demographics  Attitudes Toward Technology  Planning, Policies, and Procedures  Technology Support and Training  Personal Technology usage  Organizational culture and values Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 17: Methodology: Document Review  Objectives:  Analyze internal documents to determine if and how technology decisions are planned  Provide initial understanding of organizational culture and values  Documents Reviewed (if available) :  IRS Form 990 and full budgets  Organizational Chart  Strategic Plan  Marketing Plan  Technology Plan Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 18: Methodology: Literature Review  Objectives:  Develop comprehensive understanding of technology usage and adoption  Baseline understanding of decision-making theory  Topics Reviewed:  Technology adoption, implementation, and adaptation  Usage of internet technologies  Decision-making theory  Acquisition trends in the nonprofit sector Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 19: Framework: Decision-Making Model 1 Identification 2 Issue 3 Process •Crisis •Project •Pre-Process •Problem •Strategy •Mid-Process •Opportunity •Plan •Post-Process Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 20: Framework: Decision-Making Model 1 Identification 2 Issue 3 Process 3.1 pre-process 3.2 mid-process 3.3 post-process •research and planning •implementation •evaluation •personnel involvement •actions taken •feedback •training and education Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 21: Framework: Decision-Making Model External Motivators Internal Motivators Financial Mandates Awareness & Knowledge Social Mandates Resource & Time Constraints Facility Mandates Institutional Culture, Priorities & Values Balancing Art and Administration Attitudes About Technology Sentiments and Satisfaction Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 22: Decision-Making Model: External Motivators • Financial Mandates • Social Mandates • Facility Mandates Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 23: External Motivators: Financial Mandates  Funding climate  Restricted donations  Economic environment Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 24: External Motivators: Social Mandates National  Nonprofit Technology Trends  Legal Regulations Local  Influence of peer organizations  Perceived audience needs Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 25: External Motivators: Facility Mandates  Administrative space limitations  Hardware/network infrastructure capacity “This building for the most part is a Microsoft Exchange environment. It’s been a challenge, frankly… because what’s happening is that Entourage is not designed to work [with] Exchange. So [the vice president] and his assistant can’t share calendars, they can’t share contacts. It’s been quite a challenge- that was one of those little learning experiences- it was a good experience, it was a good thing to know, but it has caused some difficulties.” - August Wilson Center Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 26: Decision-Making Model: Internal Motivators • Awareness and Knowledge • Resource and Time Constraints • Institutional Culture, Priorities and Values • Balancing Art and Administration • Attitudes about Technology • Sentiments and Satisfaction Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 27: Internal Motivators: Awareness and Knowledge Awareness: a set of known options Knowledge: in-depth familiarity with specific options Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 28: Internal Motivators: Resource and Time Constraints  Shoestring budgets  Staffing limitations "I am not even clear… whether the volume of use that the [printer] gets is… financially beneficial for us or whether it is costing us money. What I do know is that the opportunities… that it has opened up [are] significant. I don't know that we can afford to subsidize those opportunities for everybody… How are we going to support this place? …How do we get paid?” -Artists Image Resource Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 29: Internal Motivators: Institutional Culture, Priorities, and Values  Spending  Staff hierarchy  Planning processes  Self-defined identity Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 30: Internal Motivators: Balancing Art and Administration  Investment in artistic product and administrative technologies “We produce new plays and we want to extract as much quality out of the resources that are available to us and there is an inherent tension in that. We are really pushing to maximize the resources that we have.” - City Theatre Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 31: Internal Motivators: Attitudes about Technology  Difficult to alter  Previous experience or understanding  Highly dependent on education and self-efficacy 3.1 pre-process 3.2 mid-process 3.3 post-process Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 32: Internal Motivators: Sentiments and Satisfaction  Informal reflections  Formal evaluations 3.1 pre-process 3.2 mid-process 3.3 post-process Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 34: Key insights and recommendations Information Communication Structure Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 35: Information: Awareness and Evaluation  Awareness  Imitative Decision Making  Influenced by choices of peer organizations  Data-driven Decision Making  Influenced by research, planning, and data analysis  Evaluation  Reflection and analysis on the success (or failure) of each part of the decision-making process  Results will influence subsequent decisions Recommendation: Gather information to expand available options and increase success Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 36: Communication: Leadership and Satisfaction  When leadership communicates technology objectives, staff feel more capable to take on new technology challenges  When staff are satisfied with technical support, they are less likely to see knowledge as a barrier to technology adoption Recommendation: Increase two-way communication between management and employees to increase satisfaction and empower staff. Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 37: Structure: Empowerment and Formalized Roles Resources Human Capital Skill Social Capital Support Efficacy Purposes of Use Recommendation: Formalizing technology roles can help to empower staff and positively influence attitudes about technology DiMaggio, Paul, Eszter Hargittai. “From the ‘Digital Divide’ to ‘Digital Inequality:’ Studying Internet Use as Penetration Increases.” Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 38: Key insights and recommendations Increase Information Facilitate Communication Formalize Structure Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 39: Avenues for Future Research  Test findings with larger sample  Compare technology adoption trends in the arts to other nonprofit sectors  Quantify efficacy of technology usage and training  Explore the role demographics play in technology adoption  Investigate the relationship between arts nonprofits and consultants Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 40: Q&A Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

Slide 41: Additional Resources http://camt.artsnet.org/techmotivators.aspx Notes:  No WWW  All lower case  Include “.aspx” in URL Technology Motivators and Usage in Nonprofit Arts Organizations Americans for the Arts, June 2007

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