The ultimate challenge: How can we measure what a place means to a visitor?

We are just passing that time of year when my team at The Trustees of Reservations  transitions out of our high season and into the relative quiet of the winter. With a busy program season for our historic homes from around April to October and a budget planning season starting in December, I have about two months in the fall to review all of the data that we have collected. I use the information to determine where I will allocate staff and resources for the next year, what the key promotional opportunities might be, and what projects will become priorities for our winter fundraising efforts.

Being able to do this thoughtfully and comprehensively is critical to my programs and, more importantly, to the people we serve. Continue reading →