Becoming an audience-centred organisation. Guidelines for developing an audience approach at cultural organisations
Are you interested in developing and audience-centred approach and you don’t know where to start? If that’s the case, you will probably find this guide based on the findings of our CONNECT research very useful. The document is in Spanish (from page 7) and English (from page 39).
Here you have the abstract. Enjoy!!
Fostering active audience engagement and access to culture is currently a major challenge for the cultural sector, and one which entails reinterpreting the relationship between cultural organisations and the public. In this context, audience development is becoming one of the approaches that carry most weight, as evidenced by support for it from the European Commission.
This briefing is aimed at practitioners working in the cultural industry who are interested in putting audiences at the centre of their work and implementing an audience development approach at their organisations. On the one hand, it should be useful to anyone who is not clear as to what this means, given that the briefing sheds light on the concept of audience development itself and the organisational implications of adopting such an approach. On the other hand, it should also be useful to anyone who has gone beyond that stage and is now thinking of taking practical action. The document thus provides a roadmap that covers various types of strategic, organisational and operational decisions.
At each level of decision-making, a number of recommendations are given to help organisations create and maintain links with current, potential and future audiences.
The present document lists the recommendations carried out within the validation framework of CONNECT, a Knowledge Alliance Erasmus+ project (2017-2019). The validation activities are strictly related to its main output, the Twin-Track Programme (TTP) that was designed and implemented in 5 countries of the Consortium: Spain, Denmark, Italy, Poland and the United Kingdom.
The first 10 recommendations are related to validation and general teaching in both curricular, academic, university-based context and the continuous professional learning context related to non-university teaching and training organisations. Recommendations 11 to 27 consist of more precise issues pointed by the consortium partners that might be seen as more detailed recommendations and guidelines for reflection and change in the practice-oriented teaching and training.
This report is a summary of the results of the monitoring and evaluation activities carried out during the CONNECT over a period of 36 months from 1/01/2017 – 31/12/2019.
It is an attempt to narrate what has been happening, it probably reflects the complexity of the project and what we have achieved, less all the encounters, the serendipity moments, the tough parts and the good parts, that everyone involved from the project consortium contributed to.
We thank all the directly involved 165 beneficiaries: 63 students from Arts/Heritage/Culture Masters’ courses, 61 practitioners from 21 museums, 18 theatres, 6 cultural centers, 5 festivals, 4 orchestras, 3 libraries, 1 historical archive and 12 other types of cultural enterprises from Denmark, Italy, Poland, Spain and the UK. In addition, also 41 mentors, expert in audience development and cultural management, to support the students and practitioner during the learning programme and all the other stakeholders that supported us through this journey.
The twin track programme reflects the density and the diversity of the cultural sector across Europe, which is seen as a valuable aspect of the sector and the project.
This report has been bone By Melting Pro in collaboration with the external evaluator DISAMIS.
Are you a student or a cultural practitioner interested in training in audience development in Spain, Italy, Poland, Denmark or the UK?
- Here you can see the essence of our training programme that has been successfully piloted within the CONNECT project. If you would be interested in our training you can contact firstname.lastname@example.org and we will help you. The already running programmes are:
- Spain: publicos.deusto.es
- Italy: https://www.fitzcarraldo.it/formazione/audience-development/
- Poland: http://kulturoznawstwo.amu.edu.pl/rekrutacja/#studia-podyplomowe
- In Denmark and the UK, the second edition of the TTP is still in its planning phase but it’s about to come.
Are you a university or a training provider interested in setting up an audience development programme?
- This resource might inspire you in the process of creating your own programme, but remember “This resource is free to use and share but must be used with a credit to the ‘CONNECT TTP Syllabus (2018)’”