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Oct 11, 2018

The BASA Art Sponsorship Management Toolkit is designed to develop a company's capabilities to plan, manage and executive more effective art sponsorships. In this way, enhanced sponsorship management practices can provide a business with a set of distinct capabilities that offer an additional source of competitive advantage. The toolkit will improve the skills and expertise of a company's sponsorship management team, which can help set a company apart from its competitors. The research is funded by UNESCO and the National Lottery Distribution Trust Fund, and the workshops supported by BASA Members, Hollard and Artinsure.

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May 18, 2018

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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.