Dear Arts Community, I am straying from my regularly scheduled format to let you know about a great audience development resource. It’s an audience development resource that has been around for almost 2 years, has been in the arts management business for over a decade, and has been in the non-profit trenches for over 15…
Last night I did an hour consultation meeting with the Colorado Wind Ensemble. I quickly explained about the 4 C’s of audience development: community, collaborations, connections, and caring. While speaking to them, a 5th C came up: Courage. Audience development takes courage for many reasons. For one, you need the courage to be able to…
Last week I had an interesting discussion about whether or not the term “audience development” was simply a new term for something old, “relationship marketing.” Wikipedia defines relationship marketing as: Relationship marketing is a form of marketing developed from direct response marketing campaigns conducted in the 1970s and 1980s which emphasizes customer retention and satisfaction,…
I joined a forum that is addressing audience development head on. I am realizing more and more about the shift that is needed. The encouraging news is that there are some people on this forum that seem to get it, people like Kelly Tweeddale of Seattle, WA. I have been admiring her comments due to…
Happy Monday! This will need to be a quick one due to a great deal of audience development work needing to be done today. Last week I was asked to look over a client’s set of donation ask letters for their annual fund drive. One letter was for individual support and one was for corporate…
Last night I went to bed thinking about audience development, and I woke up thinking about it. I seem to be eating, sleeping and focusing my life around audience development (as my fiance pointed out). However, I feel that not many people know what audience development really is. And since people do not know what…
Yesterday I wrote an article about our local production of The Secret Garden. The Parlando School for the Arts was savvy enough to use all 4 C’s in order to sell out the majority of their shows (on their way to a complete sell out). Click here for all the details. If you don’t know…
I have been thinking a great deal lately about the differences between audience development and marketing. I have also been thinking about why audience development can save the arts vs. marketing. I feel that there needs a shift to take place, to put resources and staff capacity towards audience development, but right now, most artists…
ADS Founder — Shoshana Fanizza
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