We have awarded three large-scale, exciting and ambitious programmes. Each one covers one of the objectives of the fund: understanding audiences, collaborative action and best practice
We want everyone, everywhere to experience and be inspired by great art, museums and libraries.
We encourage our funded organisations to be more focused on audiences – to reach more people, broaden the groups they come from and improve the quality and depth of their experience.
Areas of low engagement
We want to give more people the chance to take part in the arts, no matter where they live or their social, educational or financial circumstancesFind out more
Working in partnership with The Audience Agency, we provide support to develop affordable ways of collecting and sharing audience data. All our National Portfolio Organisations are signed up to Audience Finder, which gives insight and intelligence regarding their audiences and consumer behaviours.
When developing their business plans, our National Portfolio Organisations are asked to consider how they will reach people who are the least engaged with art and culture. We also use our strategic funds for arts, museums and libraries to invest in areas where attendance and participation levels are low.
We fund the Family Arts Campaign to support and encourage collaborative action, marketing and audience development activity. The campaign aims to increase audiences, remove barriers to attendance and participation, and drive up public demand.
We learn from those who are best, nationally and internationally, building upon existing success and sharing best practice. We also take the opportunity to develop new cross-cultural approaches to marketing and audience development across the arts, museums and libraries.
Engaging audiences resources
This resource gives the sector insight and intelligence regarding their audiences and consumer behaviours
A sector lead initiative promoting arts activities for families and helping venues become more family friendly through the family arts standards
By working with the Arts Marketing Association and investing in Culture Hive we are providing the sector with a resource for developing and sharing cultural marketing and audience development tools
The professional development organisation for arts marketers and audience development professionals. AMA members are arts professionals with a passion for bringing arts and audiences together
Audience development resources for touring organisations. Including box office data, wording around audience data for contracts and case studies
Latest case studies
Taking arts and culture to the heart of rural communities
Supported by our funding The Spark Arts in Leicester is getting children and their families enjoying theatre at local libraries.
Northern Ballet’s Short Ballets for Small People has reached more than 63,000 children and been adapted for CBeebies
Supported by our funding, Nottingham Playhouse created a touring micro-theatre to make plays more enjoyable for young people with autism.
Keeping the light burning for rural communities: Prema, Gloucestershire
New ambassador scheme helps South East Dance to reach new audiences