This survey was conducted in two parts. Over 100 key businesses were surveyed on their sponsorship activities and intentions. Over 40 cultural organisations were separately surveyed about their sponsorship experiences and future expectations. An Executive Summary presents the basic methodology, key findings, and conclusions. The introduction to this report sets out the methodology for both parts of this survey and outlines the characteristics of the respondents separately. The findings of the two parts of the survey are also presented separately. The final section draws together the findings from both parts of the survey and provides some commentary on their implications for sponsorship of the cultural sector.
Late in 2005, 65 businesses and 40 cultural organisations took part in the Ministry's biennial survey of cultural sponsorship. As with earlier surveys, information was sought from businesses and cultural organizations about the types of activities they sponsor or are sponsored for, the level of sponsorship, their attitudes towards sponsorship, and future intentions. The survey, held approximately every two years, was conducted online for the second time in 2005.
Participating businesses represented a range of sectors, including transport, telecommunications and technology, banking and financial, insurance, legal, energy, media and foodstuffs. The cultural organisations involved included galleries, bodies representing music, theatre, dance, literature, film, and heritage, and arts festivals.
Methodology
The 2005 survey was conducted online. Prior to 2003, surveys had been postal questionnaires, and over time the response rates had declined. In an attempt to improve the response rate, in 2003 the Ministry decided to experiment with an online survey. Expert Developments, a Wellington based web development company, built and hosted the questionnaires on its website. The online survey form combined with personal approaches to all participants improved the response rates dramatically. The 2005 response rates were comparable to those in 2003.
A list of potential participants was drawn up for both the corporate and cultural organisation surveys. All those on the lists were contacted directly by telephone to seek their participation. Those who agreed to participate (usually the person at the organisation responsible for the sponsorship budget) were sent an initial invitation when the survey opened on 25 October, and then up to three reminders by email, followed by a final phone call to encourage nonrespondents. The reminders contained the link to the questionnaire, along with basic information about the purpose and uses of the survey.