Measuring the total value added of partnerships: Report

Arts organisations that form partnerships with the corporate sector need to measure, analyse and report impacts if they are to survive the downturn over the next calendar year. That was the message that emerged from a CC Briefing breakfast seminar, which revealed the key findings of a pilot study, carried out by the London Benchmarking Group and Arts and Business, designed to explore how best to create a framework that will measure the inputs, outcomes and impacts of arts partnerships.

A recent brand value ranking by reputation consultancy Superbrands placed Tate Modern higher than Manchester United and Vodafone. In spite of this, outside of the top-branded arts organisations, many struggle to demonstrate the value of corporate partnerships to sponsors and subsequently miss out on potential funding pots. In the current environment of constrained budgets and tighter funding, arts organisations lack the ability to measure the value of corporate partnerships – jeopardising their opportunities to build long-term, sustainable relationships with commercial backers and government funders.

Traditionally the London Benchmarking Group model gives companies the tools to better manage and measure their community programmes. This arts-focused study looked at four partnerships and applied an adapted London Benchmarking Group framework to each one – assessing inputs, outcomes and impacts for both partners.

A number of intriguing questions were raised by those taking part in the study which is now seeking participants for the second phase of the research where the framework will be applied to a larger set of partnerships over a longer timeframe. This second stage will explore the multiple issues raised by the initial research with the ultimate aim of providing arts partnerships with the specific impact measurement tools needed to accurately assess the value of their initiatives, elevating the field of arts partnerships to a strategic, indicator-driven investment.