to experience and be inspired by art and culture, so we ... artist artists participants artists participants community a
Dr Andrew Jackson Director COaST Research Group Canterbury Christ Church University
CPP Critical Friend for Ideas Test
Ongoing audience evaluation SROI report about to be published
Differences, and research opportunities and limitations
ACE: We believe that everyone has the right to experience and be inspired by art and culture, so we want to transform the opportunities open to people in those places.
Defining engagement: Participant Active Producer Culture we create High investment Barriers: time; cost Likely to have less financial resources
Audience Passive Consumer Culture we take in Low investment
Barriers: ease; acculturation Likely to have more financial resources Aaron Reeves (2014), ‘Neither Class nor Status: Arts Participation and the Social Strata’
How do the outcomes differ? Can we measure social return against investment?
Large volume of audience numbers - low level of engagement
Individual artist(s) working as part of larger career trajectory
artist
output
audience Audience highly segmented
outcomes
Community artist(s) working with, or as participants perhaps for first time
artists participants
output
outcomes
artists participants community
audience outcomes small community audience known to artists – medium engagement
output
outcomes Community working as artist(s) constitute the work itself – very high levels of engagement
Arts participation and impact model
audience audience peripheral to process but contribute to participant outcomes
learning Large volume of audience numbers - low level of engagement
Individual artist(s) working as part of larger career trajectory
artist
in
output
audience
arms length body
input
grant funding
Audience highly segmented
outcomes
Community artist(s) working with, or as participants perhaps for first time
in
artists participants
output
outcomes
in
artists participants community
outcomes small community audience known to artists – medium engagement
output
quality monitoring
audience audience peripheral to process but contribute to participant outcomes
outcomes Community working as artist(s) constitute the work itself – very high levels of engagement
audience
funder quality judgements
Arts participation and impact model
Large volume of audience numbers - low level of engagement
Individual artist(s) working as part of larger career trajectory
artist
output
audience Audience highly segmented
outcomes
Community artist(s) working with, or as participants perhaps for first time
artists participants
output
outcomes
artists participants community
audience outcomes small community audience known to artists – medium engagement
output
outcomes Community working as artist(s) constitute the work itself – very high levels of engagement
Arts participation and impact model
audience audience peripheral to process but contribute to participant outcomes
Turner Contemporary SROI (social return on investment study) Gallery Visitors
Lifelong Learners
Blank Canvas Participant Active Producer High investment Barriers: time; cost Likely to have less financial resources
Formal Education
Identified primary outcomes for Lifelong Learners at Turner Contemporary: Outcome 1 – They became more open-minded and confident Participants feel empowered, which increases their self-belief and creates a stronger sense of self-efficacy, and leads them to become more pro-active members of the community. “I think what it made me do is just open my eyes to everything I look at.” Outcome 2 – They strengthened their social networks They improve their ability to form better and stronger relationships and therefore feel less lonely and experience a sense of belonging to the community. “It really changed a lot of things for me – my outlook on things (…) and just generally my ability for getting back out and about.” Outcome 3 - They enhanced their knowledge and skills Lifelong Learners report developing new skills and improving existing ones, which boosts their confidence and increase an appetite for more. “As a result of the experience I am now thinking about pursuing a career in journalism.” “I have just had my own exhibition which I would never have imagined doing before.”
Causal Chain of Outcomes for Lifelong Learners Participants take part in sessions with visiting artists and tutors.
They are encouraged to take risks, try new things, and to explore their capabilities in unusual ways.
Participants take part in sessions with people they have never met before in a supportive environment.
Group activities and opportunities to share their work and experiences allows them to form new friendships
Participants work in a sophisticated gallery setting and are able to directly experience art.
Activities built around the exhibitions in the gallery and philosophical enquiry structured by the tutor builds their knowledge base.
They become more open-minded and confident. Their willingness to take new opportunities is enhanced. Participants strengthen their social networks and improve their ability to form better and stronger relationships. Participants have enhanced knowledge and skills and feel more connected to culture.
Participants feel empowered, which increases their selfbelief and leads them to be more pro-active members of the community. They experience a stronger sense of belonging to the community. Participants become more competent and accomplished which makes more education and professional opportunities available to them.
Identified primary outcomes for Lifelong Learners at Turner Contemporary: % of people feeling outcome
Outcome More open-minded and confident Stronger social networks Enhanced knowledge and skills
81% 67% 78%
For the sake of parsimony, the proxy we have used is for the overall outcome: ‘increased sense of wellbeing’. Echoes of Deci and Ryan’s Self-Determination Theory: An individual’s sense of wellbeing is constituted by individual components: • autonomy (more open-minded and confident) • relatedness (social networks), • competence (enhanced knowledge and skills) Ryan, R (2009) Self-determination Theory and Wellbeing
The Social Return on Investment: Turner Contemporary Lifelong Learning programme Through consultation with stakeholders, we developed a ‘proxy’ that allowed us to understand the outcomes as a financial value: Total impact value (accounting for deadweight, displacement and attribution)
£
Total investment minus income
£
Gross SROI = (total impact value / investments)
:
Net SROI – Lifelong Learning = (total impact value investment)/investments
:
i.e. for every £1 pound spent we created £X.XX of social value
The Social Return on Investment The return on investment for Lifelong Learning was high, but there were only 8,586 participants in Lifelong Learning. In 2015-16 there were 415,000 visitors to the exhibition programme. SROI for visitors was lower, but the benefit is accrued by a much higher number of people.
Large volume of audience numbers - lower level of engagement
Individual artist(s) working as part of larger career trajectory
artist
output
audience Audience highly segmented
outcomes
Artist giving workshops and running programmes in their own locality
artists participants outcomes
output
audience audience peripheral to process but contribute to participant outcomes
The Social Return on Investment Our ‘Exit Survey’ tells us: • Since 2011 there have 2 million visits • 4% of these visitors had never been to an art gallery before
• This equate 80,000 people experiencing art in a gallery context for the first time. • 18% of visitors coming from Thanet district each year with 7% coming from Margate. • Over the lifetime of the gallery this equates to 140,000 visits to the gallery being made by residents of Margate alone.
The Social Return on Investment …and the 415,00 visitors had other positive impacts on Margate:
Report launch in Westminster 31st October
