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Cultural Engagement Index As A Catalyst

March 2009

Communities around the country value their cultural assets as a reflection of their history, important contributors to quality of life, and even critical components of their regional economy. In Philadelphia, Schultz & Williams’ home town, there is an exciting new resource to help the cultural community understand its audience, highlight opportunities for increasing participation in arts and culture, and measure change over time.

The Cultural Engagement Index (CEI), developed by the Greater Philadelphia Cultural Alliance, a former S&W client, is particularly important during this transformational time for our economy and for philanthropy. This “holistic, ongoing assessment” of both personal practice and attendance-based cultural engagement can be accessed on the GPCA website . While the CEI is a profile of the Philadelphia area, the implications of its findings can apply in other communities as well.

In our view, the Index results in this baseline year highlight the need for more coordination among stakeholders. Cultural engagement is a communal responsibility –maximum impact can be achieved when non-profits work with public agencies, schools, for-profit businesses, community groups, and the philanthropic sector. The Cultural Alliance has several “research into action” initiatives planned to complement the CEI, but this information should spark additional reflection and problem-solving among these different groups.

For example, as the cultural community becomes familiar with the Index findings, they are sure to find compelling reasons to collaborate, within and across disciplines. As today’s donors look to make “strategic investments,” a detailed profile such as the CEI can help pinpoint areas where additional support can help the cultural community reach its potential, and organizations can use the data to support their case for new programs, expanded marketing and increased outreach. Most importantly, by carefully and creatively planning audience development, the arts and culture sector as a whole can ensure its vitality in our region for generations to come.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.