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<td style="vertical-align: top;"><button id="btnSeek" data-seek="00:07">00:07</button></td>
<td>Will Miller: So what I'm gonna talk about is, after some brief background on the Wallace Foundation, explain some of the reasons why we came to audience building as a focus for our initiatives in the arts. And then spend the bulk of my time on the lessons from The Road to Results, as Laura mentioned. And then, a little bit about how market research can look costly when viewed only as an expense, but looks a little different when you think of it as an investment. It has a return on it if it's used effectively and connected to action. And then, I wanna try to leave some time for your questions.</td>
<td style="vertical-align: top;"><button id="btnSeek" data-seek="00:46">00:46</button></td>
<td>So the mission of the Wallace Foundation reflects the interest of the folks who made the money. DeWitt Wallace and Lila Acheson Wallace, they had many philanthropic interests, but, in accord to DeWitt Wallace's interest was youth development, and to Lila was the arts. So our foundation today has a mission of improving learning and enrichment for the least advantaged children in the United States and the vitality of the arts for everyone. In the arts area, we came to building audiences by focusing on the audience of arts organizations. We did a market research study in 2014, of 400 arts organization leaders, and they identified out of a list of 27 possibilities their top ten challenges. And it struck us that these grouped naturally into a couple of topic or themes. The biggest ones were fundraising and building audiences.</td>
<td style="vertical-align: top;"><button id="btnSeek" data-seek="1:46">01:46</button></td>
<td>That doesn't surprise anyone 'cause they're connected to two revenues, right? Earned and contributed revenues, and they're closely intertwined. Of course, as we're all aware, participation rates in the United States, in the arts, have been declining, at least as defined by the National Endowment for the Arts in their survey every four years. Since 1992, the percentage of the population attending, what the NEA defines as a benchmark, arts has declined from 41% to 33% in 2012. So with that in mind, we had looked into our own experience, the work of our grantees to see what we could tease out that would be helpful to the field and that could guide our work going forward. The Wallace Excellence Awards were a series of grants, made between 2006 and 2014, a period, I should note that included the financial crisis and the Great Recession. So keep that in mind when we think about the results here. We funded 54 organizations to do research on audiences that they identified as wishing to attract. In order to understand the specific barriers that were preventing them from coming, and to then design interventions or programs or experiments that would overcome those barriers and cause those people to come to their organizations. A requirement of some of these grants was that they collect data on the audiences and whether or not these efforts worked. There were 46 arts groups, for which we were able to get reliable data.</td>