In the past few months, New York City Ballet's new workout video made the number-one spot on Amazon.com, and they have followed it up with a second "Ballerina Barbie" movie. While such deals are sure to draw sighs from dance aficionados, they may also be the new reality. Public funding for ballet and other cultural activities has dropped off, and many nonprofits can no longer afford to hold themselves aloof from the marketplace.
Cultural groups now have to work extra hard to keep audiences coming back. Subscriptions to dance or theater seasons and memberships to museums have not returned to pre-9/11 numbers, and many speculate that they never will. Whether audiences are too busy or too broke, they are no longer making long-term commitments to the arts. This means that cultural groups need to work harder to make a lasting impression -- to be sure that, if people enjoy one event, they will come back for more.
"Nonprofits are very open to change now," says D. K. Holland, a communications consultant that works with nonprofits, primarily on developing brand strategy. "Because of the funding situation, and the increased competition for time and attention, leaders of nonprofits are starting to realize that branding is extremely important."
Many arts groups are taking various steps to establish their "niche," and market their "product."
Promoting The Brand
Over the past decade, the lines between for-profit and nonprofit sectors have been blurring. Museums, theaters, and art galleries have increasingly turned to money-making enterprises, such as retail stores, cafe©s, and rentals.
Many nonprofits have become entrepreneurial in their approach to corporate sponsorship as well. With businesses becoming choosier about what they fund, arts groups are offering tailored opportunities for corporations to reach coveted markets: the young and hip, the well-heeled and leisure-minded.
General Motors' recent donation of $10 million to the "America on the Move" exhibit at the Smithsonian's National Museum of American History, the largest single donation ever made to a cultural group, won the car company naming rights, and a prominent place in all promotions. But while museum curators insist that the car company has had no influence on content, there have been accusations that the exhibit is a commercial for GM. The Guggenheim's Armani exhibit drew similar criticism.
Clarifying the Message
In the marketplace, the worst thing to do is to imply that your product is a generic, and thus replaceable, commodity.
Branding helps to distinguish one product from another, and is just as important if you're marketing shampoo, a political candidate, or the latest opera. Amid the many different entertainment options, arts groups are struggling to communicate who they are, and what they are offering.
The New York Times reported last month that the one-year-old Museum of Sex has had trouble attracting visitors even though its subject should, theoretically, sell itself. But most of the press coverage has been superficial because the museum has failed to communicate its mission-- to present the history, evolution, and cultural significance of human sexuality through exhibits on prostitution, erotica, burlesque, sexual freedom, and other topics.
Importance of Design
With higher standards of design permeating every aspect of culture (toasters, cars, even La-Z-Boy recliners), arts groups are producing higher-quality publicity and marketing materials. Many graphic designers work pro bono or at reduced rates for cultural groups.
That image is important is clear at place like the Brooklyn Academy of Music, which was branded under Harvey Lichtenstein as BAM. With the rechristening of the institution, the venerable institution set aside the baggage of the past (and confusion over its mission). BAM's simple, graphical logo and typeface; color-washed photography; trademarking (the Next Wave Festival; BAMcafe; BAMcinatek; even the BAMbus); and sleek website create a coherent sense of the organization's modern, forward-looking ambition. BAM adds " value" to its brand by offering seminars, discussions, and special events that deepen its audiences' ties to the organization.
Niche Marketing
With the graying of audiences for culture, producers have been working to cultivate the next generation of patrons. Like niche marketers, many producers seek out "early adopters" individuals who are already tuned in to their work, or willing to take risks and rely on them to spread the word.
Gen Art, an organization that showcases the work of up-and-coming filmmakers, fashion designers, DJs, and visual artists, has built a business out of niche marketing. The company was founded 10 years ago by two young people who noticed that their artist-friends were having trouble getting noticed by their peers. By cultivating contacts with friends and acquaintances, Gen Art has built a list of more than 100,000 people who want to hear about cultural events in their cities, New York, Los Angeles, Miami, San Francisco, and Chicago. Corporations sponsor screenings, gallery openings, and music events for the privilege of tapping into this young, hip demographic.
"You have to know where you are in your life cycle," Gen Art president, Adam Walden, says of this kind of niche marketing. "We started in the early '90s by putting up signs for events in SoHo and Chelsea. Putting up posters wouldn't make sense for us now; we're focusing on getting to the press and promoting what we do to the right people. We want to grow organically, and keep the core audience happy."
Limits of Branding
In theory, effective branding can help arts groups to communicate with audiences and generate sustainable sources of financial support. But going too far with corporate-style marketing risks backlash. Many people are drawn to culture because it seems to be at least one degree removed from the marketplace. Those who consider themselves outside a demographic box will be turned off by too-blunt tactics. Corporate partnerships such as the one between the Smithsonian and GM will be scrutinized closely by public and private funders as well as audiences. And, in the current financial climate, arts groups will continue to look for that elusive balance between the commercial and the creative sides of art.
Martha Hostetter has written about the arts for the Village Voice, American Theater and Empire New York.
It is surely too soon to judge the advantages for children as a result of Children First, the education reforms introduced this school year, but a report released this month makes a case that the reform agenda is lacking in its efforts to bring parents into the decision-making process, denying parents a basic human right.
"Civil Society and School Accountability: A Human Rights Approach to Parent and Community Participation in NYC Schools," authored by the Center for Economic and Social Rights and New York University Institute for Education and Social Policy, suggests that Mayor Michael Bloomberg and Schools Chancellor Joel Klein need to align the Children First plan with the Universal Declaration of Human Rights to include greater parent and community access, participation and monitoring.
Parental involvement is written into the Children First agenda, frequently with similar wording to what appears in the rights-based report--a welcoming atmosphere for parents, essential partnership, accountability--and according to Mayor Bloomberg, the Children First initiatives "recognize that parents must be full partners with our schools in the important work of education."
But in most endeavors, full partners make decisions.
" These reforms fail to guarantee parents their human right to have an impact on decisions that affects their child's education and to have access to school officials and to information," said Elizabeth Sullivan, Right to Education project coordinator at the Center for Economic and Social Rights (CESR).
" The process by which the Children First reforms were developed is a perfect example of this," said Sullivan. "There were countless forums held where parents could give 'input' into what policies might be adopted, but actual policy decisions and changes came as surprises with little or no time to comment on them."
Diane Lowman's 14-year old son, Sivaad, is just entering ninth grade at Pablo Neruda Academy in the Bronx. In the process of finding this school for Sivaad and getting him registered, Lowman made several trips to the district Learning Center where she said she was met with disregard and misinformation.
" I'm trying to be patient," said Lowman, "but I don't see that much different with Children First. It's like everything else with the Board of Ed. It exists on paper, but there's no substance to it; it's not real."
What would constitute real reform in Lowman's mind? "First of all, when I contacted the supervisor back in April about finding a school for my son, schools should have been identified that I could look at and visit while they were up and running. The parent coordinator should truly be knowledgeable and know what regulations are, be a true resource, not simply say, 'I don't know.' And someone should have asked parents what it is we need. Who do we hold accountable?"
Lowman admits that she is a pushy parent who knows her rights and will always manage to be heard. But other parents, perhaps those for whom English is a second language, may not be equipped to put up such a fight, and could easily find themselves disenfranchised from their child's education.
The ability of the new Parent Coordinator to bridge this information gap and truly be a support to parents is also under question by rights advocates. "If the Parent Coordinators are there to support parents," said Sullivan of CESR, "they need the training and knowledge to help parents address their concerns and the independence to advocate for parents before school officials. What parents need are individuals or structures that can serve as independent ombudspersons to monitor schools and school officials and serve as outside independent advocates for the human rights of parents and students."
Children should come first and it is for that reason that Diane Lowman struggles to stay involved. "We value education in my family," said Lowman, "but my son, he is now feeling it's not important. Parental involvement might change that. Parents need to know what is expected of our children. We need to stop sending our kids to school alone."
SCHOOL BUS POLLUTION HEARING
State Senator Peter M. Rivera led a joint hearing by the New York State Assembly Committees on Environmental Conservation, Education, Transportation, and the New York State Assembly Puerto Rican/Hispanic Task Force last month to hear testimony on "School Bus Pollution and its Impact on Children."
Studies (pdf format) have found high levels of diesel exhaust present on school buses. The fine particulate matter in diesel fumes has been linked to cancer and is a trigger for asthma, which is on the rise among New York City children.
Significant reductions in diesel exhaust can made by bus companies with a switch to ultra-low sulfur diesel fuel and retrofitting school buses with particulate filters or oxidation catalysts.
A COMMUNITY LIFELINE
In a recent Citizens Committee for Children Millennium Report, the Lower East Side was listed as the poorest neighborhood in New York City, poorer than areas in the Bronx, Brooklyn, and Queens. But an unexpected finding was that the children from this community were not faring at the low end by all standard measurements of child well-being: immunization rates, infant deaths, low birth weights, teen pregnancies, high school drop-out rates, etc. The explanation for this twist has been attributed to the abundance of social service programs provided to families on the Lower East Side. One of the oldest and all-encompassing providers of these services has been the Educational Alliance, a settlement house established over 114 years ago and still vital to the community.
After September 11th, the Educational Alliance stayed open; during the blackout, it also remained open, making hamburgers on the street and passing out milk and apples.
Elisa Izquierdo, the six-year old girl murdered by her mother in 1995, lived in the housing project right behind Educational Alliance. "After she was killed," said the alliance's executive director, Robin Bernstein, "families and residents all came into the office of the Senior Associate Director and threw money down on the table--one man took a token off a chain around his neck and put it down--and they said, 'Will you buy this girl a funeral.' That's how the community looks to us."
Educational Alliance staff also realized from that tragedy that there was no safety net in place for parents who thought they might hurt their children and so they created a respite center where parents could drop in and talk about what was going on.
There are a wide range of other programs for children, from Head Start to After School. Day care parents pay between $3 and $35 a week, and for some families, even $3 is hard to part with; many of the parents work in sweatshops, an industry severely affected by 9/11. Recently Educational Alliance started the second year of their Saturday program and 245 children were waiting at 8:45 in the morning to register. There are also many social service programs, for pregnant teens and runaway kids and other troubled youth.
When Early Head Start research revealed that father involvement was one of the two most important variables in a child's life (exposure to violent incidents was the other), Educational Alliance began a father involvement program.
Lynda Crawford wrote the social services topic page for Gotham Gazette, and has written for City Limits, New York Woman, The New York Observer, and The New York Daily News.
After the blackout of August 2003, health officials urged people to avoid eating spoiled food, issuing an advisory with the slogan, “If in doubt, throw it out.” People who could not afford to replace discarded food faced a difficult choice: go hungry or risk getting sick.
The federal food stamp program allows recipients to apply for replacement benefits after emergencies such as long power outages, and offers one-time emergency assistance to low-income people who do not qualify for food stamps. But this was not announced until August 18, four days after the blackout had begun. The city’s health department reported an increase in emergency room visits due to diarrhea on August 16.
To get replacement food stamp benefits, recipients had to report their food loss to the city’s Human Resource Administration by August 27, and fill out a two-page form to be received by the administration by September 8. Forms were available from the agency’s 40-plus job centers, as well as from some community-based organizations.
People who were not receiving food stamps, but had income below twice the poverty level, could get a cash payment to replace spoiled food. They had to go to a food stamp office by August 27 with proof of their income, family size, and residence in New York City. They were also required to return a completed application form to the Human Resources Administration by September 8.
Other Areas Affected by the Blackout Made It Easier to Apply for Food Assistance
Some counties in Michigan and New Jersey obtained permission from the federal government to simplify the process of getting food stamp replacements to people affected by the August 14 blackout. These counties automatically issued replacement benefits—about half of a month’s food stamp allotment—to all food stamp recipients, avoiding the need for individuals to apply for replacement benefits. According to Vicky Robinson of the United States Department of Agriculture, New York City and State did not request such permission. Connecticut allowed people to leave a telephone message for welfare workers instead of going into the office to report their loss. In Ohio’s Cuyahoga County, welfare offices were open late to allow people to submit applications after working hours.
There were 877,868 New York City residents receiving food stamp benefits in July 2003, a rise of seven percent over the previous July. By September 22, the Human Resource Administration estimated that it had processed 92,000 applications for replacement food stamp benefits, all of which were approved, resulting in grants of about $12 million. Additional applications were still being processed at that point.
In at least one instance, the Administration actively sought help from nonprofit organizations in reaching people who were not applying for food replacement assistance. Asian Americans for Equality was contacted by a Chinatown food stamp office on August 23, three days before the deadline for notifying the city about loss of food purchased with food stamp benefits, because few Asians had applied for replacement benefits. The organization told Asian community newspapers about this, and the newspapers ran a story the following day, bringing hundreds of applicants to Asian Americans for Equality’s offices that morning. The agency helped 4,000 food stamp recipients to fill out and submit applications by August 27.
Public Awareness of Food Assistance Options Is Low
The post-blackout food stamp replacement experience is an extreme example of the gap between resources available to those in need and their ability to learn whether and how they can receive them. Between August 13 and August 22, the Food Bank for New York City surveyed local adults about their need for food assistance. The survey found that the majority of city residents do not know they can get free food from Food Bank’s 1,100 neighborhood soup kitchens and food pantries.
Nationwide, the majority of clients of soup kitchens who report incomes low enough to qualify for food stamps are not getting them, often because they don’t know they are eligible. For the same reason, nearly half of the eligible families who are soup kitchen clients do not receive food benefits especially meant for babies, young children and their mothers; and children in one in five such families do not receive free school lunch. In New York City, all children are now offered free breakfast on school days.
Refunds May Be Returned to Recipients Paying Back Food Stamp Debts
Once a person begins to receive food stamp assistance, he or she is responsible for returning extra benefits paid out by mistake, regardless of whether the mistake was caused by fraud on the part of the recipient, by an inadvertent error in the recipient’s claim statement, or by government error. Since 1996, federal law requires states to take strong action to get back food stamp overpayments. New York State stopped this process in 2000, because of a class action suit on behalf of food stamp recipients that was filed by the New York Legal Assistance Group and the Greater Upstate Law Project.
The legal advocates acknowledged the state’s right to intercept income tax refunds to pay off food stamp debts, but argued that New York had done so improperly. The lawsuit claimed that people were not adequately notified that their refunds would be taken, and not given a chance to appeal the decision to do so. The lawyers also argued that there were errors in deciding whether people actually received overpayments, and that some overpayments happened so long ago that they no longer must be repaid.
On September 5, 2003, the court accepted a settlement under which the state can resume taking back overpayments, but must follow new procedures. The 4,000 New Yorkers whose refunds were taken will either receive checks automatically for the seized refunds, or will be notified that they can argue their case at a fair hearing. The average refund seized was about $550.
Linda Ostreicher, a former budget analyst for the New York City Council, is a freelance writer and consultant to nonprofits. She is currently on the staff of Bronx Independent Living Services.