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Why Arts Organizations Should Collect Data

Friday, October 14, 2011 10:00 am - 11:15 am 
In-person | Atlanta, GA

Why should your organization be collecting data? It's simple – money.

This event is part of our Funding for Arts Month.

In a 21st century economy, arts organizations need to stay connected to patrons now more than ever. To know your patrons, donors, and supporters, your organization should be collecting data - valuable data that could save your organization time and money. C4 Atlanta staff, along with special guest Adam Natale of Fractured Atlas, will cover:

  • Why your organization needs to collect data
  • What data to collect
  • How to collect it without spending a fortune, and
  • How your data collection might fit into local and national arts initiatives

Presenters: Jessyca Holland and Joe Winter, C4 Atlanta, and Adam Natale, Fractured Atlas


Jessyca Holland worked with the Atlanta Coalition of Performing Arts until April 2010. She has worked in various roles within the nonprofit arts sector. Previously, Jessyca was an independent actor performing in the greater Atlanta area. In 2007, Jessyca participated in the Bank of America Neighborhood Excellence Initiative, a multi-city program for emerging nonprofit leaders. Jessyca has a strong interest in research and information literacy, as well as a strong interest in art as a learning tool for building literacy efficacy among schoolchildren and adults. Jessyca recently joined an education task force with the Georgia Assembly of Community Arts Agencies. She also performs with the local improv troupe, Your Mom’s Mom. Jessyca earned her bachelor’s degree in theatre from the University of West Georgia and received her master’s degree in library media from Georgia State University.

Joe Winter served as IT manager at the Atlanta Coalition of Performing Arts for five years and project manager for Civic Strategies, a public policy consulting firm. Prior to that, Joe also worked as a third-tier customer support analyst at IBM, and served on the board of Citizens for Progressive Transit. Joe sings with the community chorus, Just Voices. He graduated from Georgia State University with a B.B.A. in management and a B.S. in urban policy studies, concentrating in planning and economic development.

Adam Natale is director of partnerships and business development with Fractured Atlas. In his current position, Adam has created innovative audience development, online education, and arts insurance programs, formed partnerships with over 100 arts organizations, presented at multiple national conferences, and has helped the organization grow immensely, with over 5,000 artists joining in the past year. A graduate of American University with a degree in directing for theatre and film, Adam is a freelance director, serves on the board of directors for Red Bull Theater, and is a past member and chair of Americans for the Arts' Emerging Leader Council. Formerly, he served the theater and musical theater disciplines at the National Endowment for the Arts and worked as an associate producer with the New York Musical Theatre Festival.

Space is limited. Register online with the form below, in person, or by calling (404) 880-0095. Registrants requiring ASL signers or other disability-related services are asked to contact the Foundation Center at least two weeks in advance.

Please arrive on time or your seat may be given away to others who are waiting to attend. If you need further information, please call (404) 880-0095.



50 Hurt Plaza, Suite 150
Atlanta, GA 30303

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