Projects /
Arts & Culture
Proving partner value in the arts
How a Gulf museum replaced end-of-year thank-you letters with clear partner reports on reach and value, turning one-off sponsors into renewing partners.
Client
Confidential
Sector
Arts & Culture
Services
Data Studio, Mastering Sponsors Masterclass
Delivered
Partner ROI reports, exposure tracking, renewal packs
The outcome
Every
partner gets a report
Each partner receives a report on reach and value, plus a proposal for the next programme.
Agreed
measures up front
Visitors, audience profile and media reach are set before each programme starts.
Live
tracking during programmes
Visitor, digital and media data are collected as it runs, not assembled afterwards.
The Challenge
The museum’s partners were generous, but many supported one exhibition and then moved on. At the end of each programme they received a thank-you letter and a few photos. Without evidence of what they got, partners had nothing to take back to their own boards. Renewal became a question of goodwill rather than value.
WHY IT MATTERS: INDUSTRY DATA
76
%
Struggle to prove ROI
US sports sponsors
<
1
%
Budget spent measuring
Of sponsorship spend
62
%
Want better data
Brands, for better partners
What we did
1
Agreed what to measure
We set the measures each partner cared about before the programme started, from visitors and audience profile to media and social reach.
2
Tracked it as it happened
We collected visitor, digital and media data through the programme, so reporting was built in rather than pieced together afterwards.
3
Turned it into renewal packs
Each partner received a clear report on reach and value, with a proposal for the next programme based on what worked.
What happened next
Partners now see what their support achieved and can make the case internally to stay. The team has stopped starting from zero with every exhibition.
