For arts nonprofits, attendance at events unlikely to influence donors

Arts and cultural nonprofit organizations promote arts appreciation and strengthen communities by providing a wide range of arts programs in music, theater, visual arts and dance. These organizations rely on donations to exist. One way that the nonprofit sector currently measures these organizations' successes is by the number of people who attend their programs. However, new research from the University of Missouri finds no evidence to support the idea that donors are influenced by high attendance numbers; in fact, large audience numbers may actually lead to fewer donations.

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