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Carnegie Mellon - Systems Synthesis Project Technology Motivators and Usage in Not-For-Profit Arts Organizations
Technology Motivators and Usage in Nonprofit Arts Organizations
Americans for the Arts Annual ConventionSunday, June 3, 2007Las Vegas, NV
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Presentation Overview
Project description and goals Methodology Results Insights and recommendations Q&A
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Presentation Overview
Project description and goals Methodology Results Insights and recommendations Q&A
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Project Description
To investigate the motivations behind the information technology decisions within arts organizations.
-- Why do some arts organizations excel at using information technologies to support institutional objectives? --
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Project Goals
To provide a baseline understanding of: environmental and institutional factors
affecting motivation to adopt (or not to adopt) new technology
technology decision-making processes in the nonprofit arts sector
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Definition of “Technology”
Information & Communication Technologies Computer software Computer hardware Database systems Email Internet-based tools Telephone systems
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Project Structure
Systems Synthesis project at Carnegie Mellon’s Heinz School of Public Policy and Management
13 Masters of Arts Management graduate students working together on a 16 week project
“Real world” research environment with a client, a faculty advisor and an advisory committee
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
2006
Project Timeline
Jul SepAug Oct Nov Dec Jan Feb Mar Apr May Jun
2007
Conversations with GPAC
begin
Final paper
Final paper
First presentation
Interim presentation
AFTA presentation
Final presentation
Data Collection
DataAnalysis
Project structure
AdvisoryBoard
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Research Partner Organizations
Organization Type
Budget Size
<$1 million $1-10 million >$10 million
Visual Arts
Performing Arts
Visual & Performing
Arts
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Technologies in Use
Artist Image
Resource
August Wilson Center
City Theatre
Children’s Museum
Silver Eye Center for
Photography
Pittsburgh Symphony Orchestra
Formalized Technology Plan Dedicated IT Staff Percentage of Technology Expenses in Total Spending
7.0% 1.9% 0.04% 0.31% 2.7% 0.01%
Software programs in use 9 10 10 20 10 13
Communications tools in use 4 4 7 4 4 5
eNewsletter Online Tool Subscriptions Podcast Online Communities / Social Networking
Blog
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Presentation Overview
Project description and goals Methodology Results Insights and recommendations Q&A
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Project Methodology
Literature ReviewInternal Documents
Initial QuestionnaireInterviewsSite ObservationsStaff Survey
Methodologies included two types of data setsconsisting of several research techniques
PrimaryPrimary SecondarySecondary
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Methodology: Initial Questionnaire Objectives:
Staff understanding of organization’s usage of information technology
Provide context for interviews with specific organizational information
Themes Covered: Staff Structure Information and Communication Technology Inventory Technology Planning protocol Internet usage
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Methodology: Interviews Objectives:
Gather narratives to deepen understanding of technology decision-making process
Develop comparable & contrasting information across organizations
Interview Structure: Introductory Questions Major Technology Purchase(s) Organizational Culture Technology Support and Maintenance Technology Planning
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Methodology: Observation Objectives:
Internal communication behavior Perceived value of technology
Criteria Observed: Physical Office Organization Office Communication Technology Completeness of the interviewee’s answer Non-verbal cues
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Methodology: Staff Survey Objectives:
Identify behaviors and attitudes of staff members Identify disconnects between interviewees’ perceptions
and those of other staff members
Themes Covered: Demographics Attitudes Toward Technology Planning, Policies, and Procedures Technology Support and Training Personal Technology usage Organizational culture and values
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Methodology: Document Review Objectives:
Analyze internal documents to determine if and how technology decisions are planned
Provide initial understanding of organizational culture and values
Documents Reviewed (if available) : IRS Form 990 and full budgets Organizational Chart Strategic Plan Marketing Plan Technology Plan
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Methodology: Literature Review Objectives:
Develop comprehensive understanding of technology usage and adoption
Baseline understanding of decision-making theory
Topics Reviewed: Technology adoption, implementation, and adaptation Usage of internet technologies Decision-making theory Acquisition trends in the nonprofit sector
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
•Crisis•Problem •Opportunity
1 Identification
•Project•Strategy•Plan
2 Issue
Framework: Decision-Making Model
3 Process
•Pre-Process•Mid-Process •Post-Process
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
3.2 mid-process
•implementation•actions taken
3.1 pre-process
•research and planning•personnel involvement•training and education
3.3 post-process
•evaluation•feedback
1 Identification 2 Issue
Framework: Decision-Making Model
3 Process
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
External Motivators
Framework: Decision-Making Model
Financial Mandates
Social Mandates
Facility Mandates
Internal Motivators
Resource & Time Constraints
Awareness & Knowledge
Sentiments and Satisfaction
Attitudes About Technology
Balancing Art and Administration
Institutional Culture, Priorities & Values
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Decision-Making Model: External Motivators
1. Financial Mandates
2. Social Mandates
3. Facility Mandates
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
External Motivators:Financial Mandates
Funding climate Restricted donations Economic environment
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
External Motivators:Social Mandates
National Nonprofit Technology Trends Legal Regulations
Local Influence of peer organizations Perceived audience needs
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
External Motivators:Facility Mandates Administrative space limitations Hardware/network infrastructure capacity
“This building for the most part is a Microsoft Exchange environment. It’s been a challenge, frankly… because what’s happening is that Entourage is not designed to work [with] Exchange. So [the vice president] and his assistant can’t share calendars, they can’t share contacts. It’s been quite a challenge- that was one of those little learning experiences- it was a good experience, it was a good thing to know, but it has caused some difficulties.”
- August Wilson Center
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Decision-Making Model: Internal Motivators
1. Awareness and Knowledge
2. Resource and Time Constraints
3. Institutional Culture, Priorities and Values
4. Balancing Art and Administration
5. Attitudes about Technology
6. Sentiments and Satisfaction
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Internal Motivators: Awareness and Knowledge
Awareness: a set of known options
Knowledge: in-depth familiarity with specific options
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Shoestring budgets Staffing limitations
"I am not even clear… whether the volume of use that the [printer] gets is… financially beneficial for us or whether it is costing us money. What I do know is that the opportunities… that it has opened up [are] significant. I don't know that we can afford to subsidize those opportunities for everybody… How are we going to support this place? …How do we get paid?”
-Artists Image Resource
Internal Motivators: Resource and Time Constraints
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Internal Motivators:Institutional Culture, Priorities,
and Values Spending
Staff hierarchy
Planning processes
Self-defined identity
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Internal Motivators:Balancing Art and Administration
Investment in artistic product and administrative technologies
“We produce new plays and we want to extract as much quality out of the resources that are available to us and there is an inherent tension in that. We are really pushing to maximize the resources that we have.”
- City Theatre
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Internal Motivators:
Attitudes about Technology
Difficult to alter
Previous experience or understanding
Highly dependent on education and self-efficacy
3.1 pre-process 3.2 mid-process 3.3 post-process
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Internal Motivators:Sentiments and Satisfaction
Informal reflections
Formal evaluations
3.1 pre-process 3.2 mid-process 3.3 post-process
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Presentation Overview
Project description and goals Methodology Results Insights and recommendations Q&A
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Key insights and recommendations
Communication Structure
Information
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Awareness Imitative Decision Making
Influenced by choices of peer organizations Data-driven Decision Making
Influenced by research, planning, and data analysis Evaluation
Reflection and analysis on the success (or failure) of each part of the decision-making process
Results will influence subsequent decisions
Information: Awareness and Evaluation
Recommendation: Gather information to expand available options and increase success
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Communication: Leadership and Satisfaction When leadership communicates technology objectives,
staff feel more capable to take on new technology challenges
When staff are satisfied with technical support, they are less likely to see knowledge as a barrier to technology adoption
Recommendation:
Increase two-way communication between management and employees to increase satisfaction and empower staff.
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Structure: Empowerment and Formalized Roles
ResourcesSkill
Support
EfficacyPurposes of Use
Human CapitalSocial Capital
Recommendation: Formalizing technology roles can help to empower staff and positively influence attitudes about technology
DiMaggio, Paul, Eszter Hargittai. “From the ‘Digital Divide’ to ‘Digital Inequality:’ Studying Internet Use as Penetration Increases.”
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Key insights and recommendations
Facilitate Communication Formalize Structure
Increase Information
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Avenues for Future Research Test findings with larger sample
Compare technology adoption trends in the arts to other nonprofit sectors
Quantify efficacy of technology usage and training
Explore the role demographics play in technology adoption
Investigate the relationship between arts nonprofits and consultants
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Q & A
Technology Motivators and Usage in Nonprofit Arts OrganizationsAmericans for the Arts, June 2007
Additional Resources
http://camt.artsnet.org/techmotivators.aspx
Notes: No WWW All lower case Include “.aspx” in URL