You need more audience development during Covid times, not less. Why?

• Keeping in touch with your audience and donors is super important. They have to know you are still around.
• More competition. In fact you have global competition now. I have been speaking with people that are making choices to “attend” anywhere in the world instead of local sometimes. I myself have virtually gone to events in Chicago, Detroit, and San Francisco. Connecting with your people now is super smart to remind them how great you are too!
• To find out what they really want right now. I know of an arts group that keeps putting out virtual programs, but they are becoming less attended. I think their core audience is getting burned out, and they need to change it up a little bit so the programming is fresh. Asking them directly can give you a different perspective.
• To continue to ask for donations and other support. There are people that are still donating, but maybe in smaller amounts. Keep asking with a little space in-between the asks. I myself am still giving to some organizations, albeit at lower donation amounts.
• To keep caring about them. Make sure your folks are okay. You might not have anyone in your circle that has been affected by Covid, but maybe they have.
• To keep your brand and uniqueness top-of-mind. If you are properly branded, you offer an arts experience like no other, so you can do great things during this time.
• To connect with your community. Again, what can you be doing right now to help your community while in the process of keeping awareness on your organization.

Remember the 4 C’s, and if you don’t, make sure you go back to them.

I myself have to get back to the first point after taking some time off. Of course you are allowed some time to regroup if needed. Don’t take too much time off if you decide you are an organization that will keep going despite the opening delays.

So what audience development are you doing right now? Please share!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists

Check out what other organizations are doing virtually!

Musical America’s Streaming Guide through Aug 31

Online Arts Events