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Avalon Cultural Coalition Benchmarking Presentation

During the event, attendees saw how their program metrics compare to the Avalon Cross-Client Arts Benchmarking Report.

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1Avalon Consulting Group, Inc.
All rights reserved, 2017
Avalon Cultural Coalition
Benchmarking Meeting
VitalStatsTM Cross-Client Dashboard
December 5, 2017
2Avalon Consulting Group, Inc.
All rights reserved, 2017
• To share current benchmarking with arts, culture and destination-based
clients and to foster dialogue amongst clients.
• Compare Avalon clients to the industry as a whole.
• Source of benchmarking information for our clients that can allow a
more relevant comparison than other public sources.
• Identify trends for Avalon cultural clients.
Goals of the Avalon Cultural Coalition
3Avalon Consulting Group, Inc.
All rights reserved, 2017
• 10/1/16 to 9/30/17 is the most recent 12 month window, regardless of client fiscal year.
• All trend comparisons (purple box) are through 6/30. To show the most recent data possible (through
9/30) we have noted where the industry metrics are three months behind.
• Organizations included are those with current dashboards and at least three years of dashboard
history at the time that this report was created:
1. Friends of Smithsonian (Members)
2. Kennedy Center
3. Monterey Bay Aquarium
4. National Air and Space Museum
5. National Geographic
6. National Museum of African American History and Culture
7. National Museum of the American Indian
8. The Trustees
9. Wolf Trap
• Additional sources: DonorCentrics Fundraising Index Q2; 2016 Donor Retention report from
2016/2017 Fundraising Effectiveness Survey Report
Methodology
4Avalon Consulting Group, Inc.
All rights reserved, 2017
Overview of Individual Views (Handout)
- Year over year trends
(not actual metrics)
- Compared to ACC with
and without anomaly
clients
- Compared to
DonorCentrics
- Helpful to see overall
growth and decline
compared to industry
5Avalon Consulting Group, Inc.
All rights reserved, 2017
Overview of Individual Views (Handout)
- Benchmarking information
using:
- Average gift
- Revenue per member
(revenue divided by
members in a 12 month
window)
- Gifts per member in a 12
month window
- Indicators of value and
additional giving
6Avalon Consulting Group, Inc.
All rights reserved, 2017
Overview of Individual Views (Handout)
- Retention is one of the most important metrics to
monitor in our industry, and one of the most
commonly benchmarked.
- Reactivation indicates how many lapsed members
are returning from a certain window of time.

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Avalon Cultural Coalition Benchmarking Presentation

  • 1. 1Avalon Consulting Group, Inc. All rights reserved, 2017 Avalon Cultural Coalition Benchmarking Meeting VitalStatsTM Cross-Client Dashboard December 5, 2017
  • 2. 2Avalon Consulting Group, Inc. All rights reserved, 2017 • To share current benchmarking with arts, culture and destination-based clients and to foster dialogue amongst clients. • Compare Avalon clients to the industry as a whole. • Source of benchmarking information for our clients that can allow a more relevant comparison than other public sources. • Identify trends for Avalon cultural clients. Goals of the Avalon Cultural Coalition
  • 3. 3Avalon Consulting Group, Inc. All rights reserved, 2017 • 10/1/16 to 9/30/17 is the most recent 12 month window, regardless of client fiscal year. • All trend comparisons (purple box) are through 6/30. To show the most recent data possible (through 9/30) we have noted where the industry metrics are three months behind. • Organizations included are those with current dashboards and at least three years of dashboard history at the time that this report was created: 1. Friends of Smithsonian (Members) 2. Kennedy Center 3. Monterey Bay Aquarium 4. National Air and Space Museum 5. National Geographic 6. National Museum of African American History and Culture 7. National Museum of the American Indian 8. The Trustees 9. Wolf Trap • Additional sources: DonorCentrics Fundraising Index Q2; 2016 Donor Retention report from 2016/2017 Fundraising Effectiveness Survey Report Methodology
  • 4. 4Avalon Consulting Group, Inc. All rights reserved, 2017 Overview of Individual Views (Handout) - Year over year trends (not actual metrics) - Compared to ACC with and without anomaly clients - Compared to DonorCentrics - Helpful to see overall growth and decline compared to industry
  • 5. 5Avalon Consulting Group, Inc. All rights reserved, 2017 Overview of Individual Views (Handout) - Benchmarking information using: - Average gift - Revenue per member (revenue divided by members in a 12 month window) - Gifts per member in a 12 month window - Indicators of value and additional giving
  • 6. 6Avalon Consulting Group, Inc. All rights reserved, 2017 Overview of Individual Views (Handout) - Retention is one of the most important metrics to monitor in our industry, and one of the most commonly benchmarked. - Reactivation indicates how many lapsed members are returning from a certain window of time.
  • 7. 7Avalon Consulting Group, Inc. All rights reserved, 2017 Overview of Individual Views (Handout) - xxxxx - Second gift rate shows a strong positive correlation to first-year retention and is an early indicator of donor commitment. - For cultural organizations, this metric can show a looser correlation due to fewer gifts given per member.
  • 8. 8Avalon Consulting Group, Inc. All rights reserved, 2017 Trends and Key Metrics
  • 9. 9Avalon Consulting Group, Inc. All rights reserved, 2017 22.0% 28.1% 0.3% 14.6% -0.9% 50.9% -4.8% -6.6% 2.3% 6.7% 10.2% 16.5% -0.1% 5.6% -2.1% 35.1% -5.4% -5.8% 0.8% 1.9% 5.8% 1.7% 3.3% 3.2% 1.0% 8.5% 7.8% 3.5% 1.5% -10.6% Gross Revenue Members Multi Year Retention 1st Year Retention Overall Retention New Members Revenue/Member Average Gift Gifts per member Reactivation Avalon Cultural Clients Avalon Cultural Clients (no anomaly clients) DonorCentrics Arts/Cultural Index Avalon Cultural Clients tend to follow DonorCentrics cultural trends for most metrics, with more dramatic changes. Year over Year Change – 2016 vs. 2017 Data through June 30, 2017
  • 10. 10Avalon Consulting Group, Inc. All rights reserved, 2017 Avalon Cultural Clients show steady growth in gross and net revenue, similar to the industry but more dramatic. $39.7 $41.2 $49.5 $54.4 $31.1 $30.4 $38.1 $39.8 $0 $10 $20 $30 $40 $50 $60 2014 2015 2016 2017 Millions Revenue Net Revenue ACC trend: +22% (6/30) +9.8% (9/30) Industry Sector trend: +6% Some Avalon clients have experienced substantial growth in 2017 due to anomaly events. Without these clients, growth is still 6%.
  • 11. 11Avalon Consulting Group, Inc. All rights reserved, 2017 Members have grown steadily with growth in all categories, especially new joins. ACC trend: +28% (members) (6/30) +50% (new joins) (6/30) +14% (members) (9/30) +11% (new joins) (9/30) Industry Sector trend: +2% (members) +9% (new joins) Some Avalon clients have experienced substantial growth in 2017 due to anomaly events. Without these clients, growth is still 10%. 139,099 140,893 142,982 156,283 22,668 22,201 33,438 55,723 72,936 101,410 156,019 173,284 45,152 46,613 53,235 54,581 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 2014 2015 2016 2017 Multi-Year Members First-Year Members New Joins Reinstates
  • 12. 12Avalon Consulting Group, Inc. All rights reserved, 2017 As gross revenue has grown alongside file size, revenue per member has declined. RPM is typically far higher for cultural clients in general. ACC trend: -5% (6/30) -3.7% (9/30) Industry Sector trend: +8% $142 $132 $128 $124 $60 $70 $80 $90 $100 $110 $120 $130 $140 $150 $0 $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 2014 2015 2016 2017 Revenue Revenue per Member Revenue per member is closer to $60 for Avalon clients as a whole, and industry wide the metric is lower.
  • 13. 13Avalon Consulting Group, Inc. All rights reserved, 2017 Gifts per member are increasing in line with the industry trend for cultural organizations. Generally speaking, this metric is notably lower for cultural clients than for the industry as a whole. 1.220 1.230 1.240 1.250 1.260 1.270 1.280 1.290 1.300 1.310 2014 2015 2016 2017 Gifts per Member ACC trend: +2.3% (6/30) +2.4% (9/30) Industry Sector trend: +1.5% Without anomaly clients/events, gifts per member is 1.24 in FY17.
  • 14. 14Avalon Consulting Group, Inc. All rights reserved, 2017 Average first gift has declined while new joins have increased. New joins far outpace the industry (49% growth vs. 9%) due to anomaly years for some participants (13% growth without such clients). $107 $86 $84 $79 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 $0 $20 $40 $60 $80 $100 $120 2014 2015 2016 2017 New Joins Average First Gift Acquisition is an area of focus for most cultural organizations given lower response rates, while join gifts tend to be far higher than the industry as a whole.
  • 15. 15Avalon Consulting Group, Inc. All rights reserved, 2017 58.60% 59.70% 56.70% 55.00% 68.60% 69.80% 68.20% 68.10% 2014 2015 2016 2017 Overall Member Retention Multi-Year Retention Multi-year and overall retention for cultural organizations exceed industry averages, but have declined alongside the industry as a whole. ACC trend: -.9% (overall) (6/30) +.3% (multi) (6/30) -3% (overall) (9/30) -.1%% (multi) (9/30) Industry Sector trend: +1% (overall) +3.3% (multi) 2016 industry retention average: 45% 2016 industry retention average: 60%
  • 16. 16Avalon Consulting Group, Inc. All rights reserved, 2017 First-year retention has risen steadily since 2014 and exceeds industry trends. First-year retention is typically higher for cultural organizations when compared to the industry. 31.00% 31.10% 33.00% 35.70% 2014 2015 2016 2017 First-Year Retention 2016 industry retention average: 23% ACC trend: +14.6% (6/30) +8.2% (9/30) Industry Sector trend: +3.2% Without anomaly clients/events, first year retention was 32.6% in FY17.
  • 17. 17Avalon Consulting Group, Inc. All rights reserved, 2017 Average gifts have declined for the cultural coalition as a whole, while the industry shows an upward trend. $119.84 $118.32 $117.31 $111.79 $79.86 $85.93 $75.11 $72.60 $106.50 $85.88 $84.47 $79.30 $40 $50 $60 $70 $80 $90 $100 $110 $120 $130 2014 2015 2016 2017 Multi-Year Avg Gift First-Year Avg Gift Average First Gift
  • 18. 18Avalon Consulting Group, Inc. All rights reserved, 2017 Rate of second gift shows strong positive correlation to first- year retention. ACC participants show increasing 2nd gift rates through FY17. This is in line with Avalon clients as a whole. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 3 Mo Second Gift Rate 6 Mo Second Gift Rate 9 Mo Second Gift Rate 12 Mo Second Gift Rate 2014 2015 2016 2017
  • 19. 19Avalon Consulting Group, Inc. All rights reserved, 2017 Not surprisingly, number of second gift givers at 3 and 6 months correlates to overall number retained. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 FY Retained 6 MO Second Gift Givers 3 MO Second Gift Givers
  • 20. 20Avalon Consulting Group, Inc. All rights reserved, 2017 Recap on Avalon Cultural Coalition Trends Avalon Cultural Clients are generally in line with overall industry trends, but have shown more dramatic changes in the past 12 months. Metrics that have gone in the opposite direction are average gifts, revenue per member, and reactivation. The first two are not surprising given overall growth and anomaly years for some clients. Cultural clients tend to generate more revenue per member driven by high average gifts, with fewer gifts given, when compared to the industry as a whole. Lower acquisition response rates make acquisition an ongoing focus; but cultural clients benefit from strong join gifts and stronger first-year retention when compared to the industry.
  • 21. 21Avalon Consulting Group, Inc. All rights reserved, 2017 Recap on Avalon Cultural Coalition Trends Overall retention has not grown at the same pace as the industry, but is notably stronger when compared to industry standards. First-year retention spiked in 2017 due to clients in anomaly years. Even without this data included, first-year retention is far higher than the industry as a whole. Rate of second gift has been increasing year over year and shows a strong positive correlation to first-year retention.
  • 22. 22Avalon Consulting Group, Inc. All rights reserved, 2017 Areas of Focus for Cultural Organizations Maintaining and strengthening acquisition response rates Maintaining acquisition investment large enough to sustain file growth/stability Upgrading Maintaining membership after anomaly events (performances, special exhibitions, openings, etc.) Expanding available universe, especially for regional organizations Encouraging philanthropic/mission- based giving along side benefits-based giving
  • 23. 23Avalon Consulting Group, Inc. All rights reserved, 2017 Discussion Topics • What other metrics are of interest? • What key questions do you get most often from your organization? • What is your organization doing to impact relevant metrics? • What do you see as the top areas of focus for cultural organizations?

Editor's Notes

  1. UPDATED 7/24
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