Audience development is about identifying who you want to engage with your heritage project, and taking proactive steps to attract and retain their interest. This guidance outlines common barriers and incentives for audiences, and provides advice on setting targets, improving your offer and making people feel welcome. It has a particular focus on developing new and wider audiences for your heritage.
Useful for
Applicants to all of our funding programmes, especially Heritage Grants, and anyone who wants to meet our participation aim and does not have a track record in audience development work.
Contents
1 Introduction
2 Our aims
3 What do we mean by audience development?
4 Why audience development is important
5 Taking part – who and why?
6 The audience development process
7 Understanding your audience
8 Setting priorities
9 Taking action
10 Evaluation – seeing if it works
11 What we fund
12 Sources of advice and information
Appendix
Our grant programmes