TOOLS OF AUDIENCE DEVELOPMENT: A PRACTICAL GUIDE FOR CULTURAL OPERATORS

Many culture makers have embraced the theme of Audience Development (AD); we all want audiences, preferably large and enthusiastic ones. But how can we demonstrate to our investors that we have taken the task seriously? How do we measure our efforts?

This meticulous study undertaken by the European Commission, looks at examples from the diverse European cultural landscape, providing innovative approaches and methods in the area of AD and tools for cultural leaders looking at make a convincing case, within their organisations, for a transition to an audience-centric approach.

TOOLS OF AUDIENCE DEVELOPMENT: A PRACTICAL GUIDE FOR CULTURAL OPERATORS

RULES FOR AUDIENCE DEVELOPMENT: KEY RECOMMENDATIONS


Recommended resources

By Fondazione Fitzcarraldo, Culture Action Europe, ECCOM & Intercult
Feb 13, 2018

“STUDY ON AUDIENCE DEVELOPMENT: HOW TO PLACE AUDIENCES AT THE CENTRE OF CULTURAL ORGANISATIONS”

IN MORE DETAIL

Many culture makers have embraced the theme of Audience Development (AD); we all want audiences, preferably large and enthusiastic ones. But how can we demonstrate to our investors that we have taken the task seriously? How do we measure our efforts? This meticulous study undertaken by the European Commission, looks at examples from the diverse European cultural landscape, providing innovative approaches and methods in the area of AD and tools for cultural leaders looking at make a convincing case, within their organisations, for a transition to an audience-centric approach.


Feb 13, 2018
By Jill Robinson, TRG Arts
Feb 13, 2018

As public subsidies for the arts change, organizations must rely on people—their audiences and patrons—to provide the revenue to sustain them long-term. How can organizations build a new business model that both serves audiences and relies on them for revenue? The first step is to see what the data says about building these patron relationships.

In this keynote, Jill Robinson of the arts consulting firm TRG Arts will offer data-inspired lessons on how organizations can monetize patron relationships to drive the revenue that allows the entire organization to thrive, instead of merely surviving. Jill will also discuss data collection and privacy concerns, and how to create incentives for genuine connection between patrons and organization. You’ll learn how pricing and demand, patron loyalty, database management, and artistic programming each impact patron-generated revenue, and how they can be integrated into an organization-wide culture to drive revenue. When marketers leverage this integrated model, they can make the most of their marketing budget, and start cultivating audiences for a sustainable future. This session will discuss these specific questions:

  1. Why does loyalty matter? How can higher ROI on each patron build sustainable arts organizations?
  2. Not all patrons are created equal. How can we right-size our marketing investments in different groups of patrons?
  3. Does the type of programming that a patron attends determine future ROI?

By Niels RIGHOLT- Danish Centre for Arts & Interculture (CKI)
Feb 13, 2018

Is participation the ’new black’ in audience development strategies?


Niels Righolt from the Danish Centre for Arts and Interculture focused on what cultural institutions are like and on their relationship with citizens. If cultural institutions are to achieve the aim of making culture and the arts relevant to citizens, he argued, a change of mentality is necessary.

This means rethinking the way institutions work in view of new technologies and urban growth, using culture as an engine for social innovation, and at the same time changing the use of buildings and spaces and creating a space for dialogue among citizens, while rethinking formats.