Project Overview
 Why should we have a List Exchange?
Exchanging lists of active patrons is the cheapest and most effective way to augment an organization's pool of prospective attendees. A community database provides a tool for quickly and easily sharing audience data while improving list hygiene, address correction, and merging/purging of patron databases -- all necessary elements for mounting effective direct mail marketing campaigns. In addition, a community database provides an important research tool for learning about arts attendees and their behaviors within the market. Analysis can be performed to obtain demographic and psychographic information about patrons, as well as information about how attendees interact within and between each participating organization. This type of research can play an important role in advocacy efforts.
How does the List Exchange work?
Jersey Arts Marketers (JAM) member groups are invited to opt into the program annually, then asked to submit segmented lists of patron data to the community database. Once collected, all data will be normalized, run through National Change of Address (NOCA), and uploaded to eMerge (a secure online database tool created exclusively for this purpose). A series of reports will then be generated describing the contents of the community database. For each mailing list created, an at-your-fingertips merge/purge will be run to ensure de-duplicated lists are pulled from the community database. Participating groups are then able to update their own lists throughout the year. Maintenance fees vary depending on the pricing package you choose when registering.
Where does the Community Database reside?
The ArtPride New Jersey Foundation and TRG Arts partner together to provide the Jersey Arts List Exchange & Audience Census as a service to New Jersey's nonprofit cultural community. TRG is a consulting firm dedicated to helping arts and cultural organizations increase patronage and revenues. They manage a number of similar community patron databases in markets across the country including Philadelphia, Seattle, Denver, Chicago, Los Angeles and Houston. You can visit them online at www.TRGarts.com.
How do I register for the Community Database?
There are two ways to register for the Jersey Arts List Exchange & Audience Census project -- either with a "Full Registration" or a limited "Research Only Registration."
If you select a "Full Registration" your organization will be given a user name and password to access your eMerge account after attending a mandatory Basic Training Webinar on how to use the online system. Once you get started you can use eMerge anytime you like -- day or night, 24/7 -- to compare audience data, request lists, or analyze your own patron data for grant proposals, development research and marketing reports. Your account will be updated annually upon your renewal in the program.
If you select a "Research Only Registration" your organization will NOT have access to the eMerge system, but you will be able to request certain reporting on your own data. You will NOT have access to list trades, however your aggregate data will be included in community-wide research and advocacy reporting.
How do I get a list from another organization?
Groups with a Full Registration can request names from any combination of other participating groups at anytime throughout the year via the permission-based eMerge system. Users can browse tradable names and build test lists before executing requests, which are done through automated emails sent to the designated contacts at each applicable organization. Requests work on a "regrets only" response basis to limit delays. Organizations will have up to three (3) weekdays to respond to list requests, otherwise requested names will be automatically released. All lists pulled from the Jersey Arts List Exchange are for one-time mailings only. Please Note: No permission request will be necessary if lists are marked "Auto Approve," however an email will still be sent to all parties notifying them of the list pull.
What are the restrictions to the List Exchange?
Since this is a permission-based system, there are no restrictions to the number of times a group with a Full Registration can access the List Exchange or to the amount of data that can be pulled from the community database throughout the year. Since requests require an explanation of their intended use, and only data marked as available for trade can be accessed by other groups, there are no restrictions as to the use of data other than it must be for your organization's use only. Data in the List Exchange cannot be brokered for any organization outside of the list community and cannot be used for email or telemarketing. Groups with a Research Only Registration only have access to their own data through the TRG Arts staff.
What about telephone and email?
At this time there are no plans to collect telephone numbers or email addresses for the purpose of trade. This database will be used exclusively for sharing mailing addresses. However, phone numbers and email addresses SHOULD BE included in an organization's list for its internal use only.
What list selection criteria are available within the Community Database?
The majority of segmentation options available for the community database are based on the quality of data provided by the participants. The more segmented the data is when it comes in the more options we can provide for extraction. Additional demographic information (i.e. age, income range, education level, ethnicity, etc) will be appended to all data submitted for extra filtering capability for an additional fee.
Once I have signed up, how can I submit my data?
Before submitting names to the Jersey Arts List Exchange, one or more representatives from each participating organization MUST watch a data submission video.
A submission guide and template will also be provided to you after you register. It is expected that all participants will observe best practices regarding segmentation when preparing lists for the database. In addition, all lists will be reviewed by TRG staff as well as a JAM peer panel to ensure segmentation is in keeping with the spirit of this project.
How much of my data should I submit to the List Exchange?
Since all list requests in this system are permission-based, we strongly recommend that you treat the List Exchange as your own online data warehouse and send ALL the data you have available on ALL patrons and their transactions. The more data you put into the List Exchange, the more control, marketing intelligence, and savings you will get out of it. (Note: This should also include people you DO NOT want to receive mail. This way, they can be removed from lists you trade for via your own suppression lists.) To be eligible, names submitted must have shown activity within the past (5) years and the most recent year's data MUST be included.
Do I have to submit my entire database?
No, but TRG and ArtPride strongly encourage submitting your entire database to the List Exchange, even though you may not necessarily make all the segments available for trade. Contributing more data will help you identify "multi buyers" in your community. TRG's national patron behavior research shows that, "the more patrons buy, the more they keep buying." So, use List Exchange data intelligence to choose the most responsive lists for your offers. Having your complete list in the community database will also enable you to access your complete "do not contact" lists and improve your access to geographic, demographic and psychographic research to help you better target your mailings. Remember... Your permission is always required for any request, so yours is always the last word on who uses your names, what names they can use, and when they can use them.
How safe is my data in the Jersey Arts List Exchange & Audience Census?
Data you submit to the Jersey Arts List Exchange is completely safe and 100% in your control. Your data is housed in a separate secure server; there are no unauthorized users. You decide which segments of your data are hidden (so only you know they exist), and which are available for trade. However remember, organizations with a Full Registration must have at least one segment available for trade at all times (this rule does not apply to organizations with a Research Only Registration).
How much does the program cost?
The ArtPride New Jersey Foundation and TRG Arts partner to make the Jersey Arts List Exchange & Audience Census available to JAM through the Discover Jersey Arts (DJA) program -- a cosponsored project with the New Jersey State Council on the Arts.
Registration during open enrollment (until January 10, 2012) was FREE. Now there is a $150 registration fee to join to the program for the calendar year. There are some costs associated with maintaining your data in the List Exchange throughout the year, so we offer several pricing packages depending on how your organization chooses to use the community database.
Options to Pull Data from the List Exchange:
- FREE eMerge Basic List Pull: FREE + any applicable list charges (i.e. demographics filters)
This is the option that most organizations with access to eMerge will utilize to pull data from the community database. Participating groups operate eMerge but can utilize TRG's help desk and general strategic support via email or phone (MST). The only costs involved would be associated with adding optional demographic or psychographic filters to your criteria. These filters range from $1.25 to $17.25 per 1,000 records and would be outlined in advance of your list request.
- TRG Basic List Pull: $150 + any applicable list charges (i.e. demographics filters)
For organizations that have a clear sense of the targets and objectives of their campaign, but do not have the time or staff to operate the eMerge system themselves. In this option TRG's staff operates eMerge at the direction of the client organization. Additional costs would be associated with adding optional demographic or psychographic filters to your criteria.
- TRG Best Prospect Recommendations & List Pull: $750 + any applicable list charges
For organizations that don't know where to start, or want to supercharge their list. In this option the TRG staff will consult with you on the targets and objectives of your campaign and, using a combination of background analysis and reporting, create a list for you. Additional costs would be associated with adding optional demographic or psychographic filters to your criteria.
Pricing Packages for Updating Data in the List Exchange:
The quality and utility of a community database improves dramatically when the data is refreshed and updated regularly. The ability for an organization to update their data throughout the year is one of the most valuable components of the List Exchange. However, in order to make basic list pulls from the system free, there are some fees associated with making these updates. To keep these costs manageable, no matter the size or budget of your organization, we've created three pricing packages. Depending on how often you need to update your data, you can choose either the "Basics," "Essentials" or "Pro" package.
- Basics "A La Carte" Package: $100 per/list segment for each update
This is the best option for smaller organizations who may only offer a few shows per year and have very simple list segmentation; therefore do not have the need to update their data frequently enough to justify a subscription package. Data is sent according to a specified format to TRG and uploaded within four business days.
- Essentials Subscription Package:
$650 unlimited updates (ArtPride member organizations) | $750 unlimited updates (non-members)
$50 bonus to first (20) groups that subscribe (reduces cost to $600/$700)
This is the ideal solution for mid-sized organizations with limited financial resources who mount traditional campaigns. It includes unlimited access to eMerge, TRG's do-it-yourself file upload wizard, for files to be uploaded as-needed by the organization. This option requires manual manipulation and preparation of the data by the organization.
- eMerge Pro Package: Contact TRG for a custom quote
This solution is designed for larger institutions who mount aggressive year-round sales and fundraising campaigns. The date is updated automatically from their ticketing system and is available for overnight refreshes.
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How can I track responses from my mailings?
There are two paths an organization can take when tracking responses to a mailing -- manually and through TRG. The manual way is to assign a keycode to each segment in the eMerge Shopping Cart when creating a list; as patrons call to purchase, you can ask for that keycode to track it. TRG also offers the ability to track responses for the participating group through a reporting system. TRG would compare responders (purchasers) to either a mailing or to the client's database as a whole (for multiple drop campaigns, etc). This service is available for an additional fee to be determined on a case-by-case basis by TRG.
How do I sign up for the program?
JAM will recruit members for the Jersey Arts List Exchange & Audience Census once per year. To register for the 2012 List Exchange you must complete an online Registration Form and fax or email a signed copy of a PAF Form – a document required by the USPS to allow TRG to perform National Change of Address (NCOA).
Download the Project Overview
Download our Terms and Conditions
This project is cosponsored by the ArtPride New Jersey Foundation and New Jersey State Council on the Arts/Department of State,
a partner agency of the National Endowment for the Arts, in partnership with TRG Arts.
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