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May 18, 2018

Captura de pantalla 2018 05 18 a las 10.42.27

The present document summarises the main features and findings of a study carried out within the framework of CONNECT, a Knowledge Alliance that promotes innovative cooperation between universities and organisations in the cultural sector across Europe.

CONNECT aims are to:

-  Bridge the gap between teaching in the academic/higher education world and Continuous Professional development in the cultural sector for the promotion of best practices and a systemic growth of audience development (AD).

-   Define a new validated “twin-track” programme in AD with a Mentoring and Coaching Scheme

- Create a mutually supportive network and learning community of academics, practitioners and students in the arts management field + an EU platform.

During the project a new Twin-track programme in Audience Development – AD - for students and practitioners working in arts management will be designed and launched by a transnational team of researchers, teachers and trainers from higher education institutions and private cultural organisations, in 5 national hubs: Spain, the UK, Italy, Denmark and Poland. The programme will be comprised of multidisciplinary training modules that mix formal and informal learning methodologies and digital resources. Parallel sessions using practice-based learning activities, will be run to introduce AD theory, practice and philosophy, transfer management and strategic skills, and develop entrepreneurial skills through a mentoring and coaching scheme that matches students with professionals.

As a preliminary step (WP2), the Consortium devised a study in order to ensure the Twin-track programme was set up correctly.

The following chapters report the research initiatives carried out by the Consortium in WP2, including methodologies, actions and the main cross-cutting results with a view to designing an up-to-date, context-responsive training programme.


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.


“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

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?