The Art of Impact: Measuring What Matters
Data tells your art organization’s story — showing how creativity shapes lives, fuels economic growth, and strengthens community.
The Arts Council of Greater Greensboro (The ACGG) has developed a new Audience Survey Tool that helps arts organizations see and share their real impact. By turning participation into insight, we can better tell the story of how creativity fuels our local economy and community life.
From Numbers to Narrative
This initiative moves beyond “art for art’s sake” toward art with measurable impact.
Participating arts organizations gain the tools to collect and understand their own numbers — turning data into valuable insight that shapes funding, visibility, and relevance in a shifting landscape.
Built in collaboration with Dancy Research, this tool balances rigor and accessibility, giving every organization — large or small — a practical way to measure audiences, participation, and economic impact.
Each organization can even customize survey questions to make the data personally relevant and aligned with its mission. Participation ensures your organization’s story helps shape Greensboro’s creative future.
Together, we’re building a creative economy defined by both heart and evidence — where collective data equals collective power.
Measuring What Matters
Our tool represents a transformative step toward understanding the arts’ economic footprint. It measures impact at both the micro level (individual organizations and events) and the macro level (the broader regional creative economy). These insights help arts leaders, funders, and community advocates make informed decisions that sustain and grow the arts ecosystem.
Collective Impact. Individual Value.
Every organization’s data contributes to a shared, citywide narrative of arts vitality — one that funders, policymakers, and partners can’t ignore. Your participation strengthens everyone’s voice, helping the entire sector advocate for sustainable growth and recognition.
Leading the Way in Arts Innovation
Greensboro now stands at the forefront of data-informed cultural leadership.
This initiative — modeled after Americans for the Arts’ Arts & Economic Prosperity framework — helps quantify the arts’ role in job creation, tourism, small business activity, and downtown development. Together, we’re building the evidence that creativity drives both economic and civic vitality.
"In today’s digital age, a data strategy is crucial for the success of any organization, particularly non-profit arts organizations. Arts enrich communities, attract visitors, retain residents, and boost the economy. By leveraging data, The Arts Council of Greater Greensboro can track trends, provide insight into organizational effectiveness, and demonstrate their impact to supporters and stakeholders. The importance of data continues to grow. The more the Arts Council embraces a data-driven approach, the more it will position them to thrive and further benefit the community.”
Why Data Matters for Greensboro's Creative Economy
The Big Picture (Macro View)
Demonstrates the arts as a vital economic engine for the region.
Strengthens advocacy for public and private investment.
Shows how creativity drives jobs, tourism, and community growth.
The Individual View (Micro View)
Equips organizations with insights to improve programming and outreach.
Supports equity, access, and audience development.
Provides funders and civic partners with clear evidence of value.
Together, these perspectives ensure that Greensboro’s arts community speaks with one powerful, evidence-based voice — one that resonates with funders, civic leaders, and the business community.
More About the Data Initiative:
This initiative, led by Jordan Pearson, Data & Impact Officer at The ACGG, in collaboration with Cyndi Dancy, Chief Research Officer at Dancy Research, represents a major advancement in how the region’s creative sector understands and communicates its economic and community value.
Your voice matters.
Share how the arts move our city, and power Greensboro’s economy.
