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In Search of the Magic Bullet: Results from the Building Audiences for Sustainability Initiative
Francie Ostrower, PhD.
There is no magic bullet for arts organizations looking to build their audiences while also increasing revenue. While it’s possible to engage both new and current audiences using a variety of strategies, successful audience building may not always happen on the organization’s desired terms. It also might not bring the hoped-for financial gains, at least not right away.
That’s one of several key learnings from the nonprofit performing arts organizations who participated in Wallace’s Building Arts for Sustainability (BAS) initiative from 2015 to 2019. The 25 organizations tested different approaches to build new audiences while keeping their current audiences engaged. Some focused on age groups, such as millennials or Gen-X; others looked at location and how they interacted with their community. Some worked to attract a more racially or ethnically diverse audience. A few sought to build audiences for new or less familiar works.
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Sarah Jane Rehnborg
Online “Jams” as a Tool for Professional Development and Community Engagement (2015)
Changes in Volunteer Resource Management (2013)