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Durham Arts Council, Inc.
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Durham, NC 27701
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A Practical Guide to Audience Development

FUNDAMENTAL STRATEGIES


You can download this entire section in pdf format by clicking here. You will need Adobe Acrobat Reader (a free download) to view the document. Click here to download the Reader.

Some general strategies in audience development emerged through the Audience Development Institute, and most, if not all, are applicable to any arts group seeking to build a loyal and diverse audience base:

  1. Assume nothing.
  2. Know the marketplace.
  3. Go deeper.
  4. Cultivate the future.
  5. Think beyond print.
  6. Lift up the loyal.
  7. Pick your niches
  8. Repeat often.
  9. Collaborate and reinforce messages


Links to Related Information
About
How this initiative might be useful to your arts organization...
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The Big Picture
The major factors that are driving consumer behavior in the arts...
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Fundamental Strategies
How to respond to present trends...
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Case Studies
How the six participating organizations changed their habits...
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ArtsMarket Report
Detailed findings of the research itself...
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Customer Service
A diagnostic tool for evaluating customer service...
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Newsletters
Information and progress reports sent during the project...
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African American / Hispanic Markets
Patterns of participation, barriers to attendance and communications preferences...
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Links
Connections to national organizations and resources...
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Funders
This project was funded by...
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