Engaging people everywhere

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.

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

Seated audience members applaud and laugh.

Audience focus commissions

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

A crowd watches an unseen event.

Audience Finder

This resource gives the sector insight and intelligence regarding their audiences and consumer behaviours

Two young children and a parent read a book in the children's library.

Family Arts Campaign

A sector lead initiative promoting arts activities for families and helping venues become more family friendly through the family arts standards

Asian dancers perform in a carnival.

Culture Hive

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

Logo of Arts Marketing Association.

The Arts Marketing Association (AMA)

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

A young boy in an audience raises his hand.

Audiences on tour

Audience development resources for touring organisations. Including box office data, wording around audience data for contracts and case studies

Latest case studies

A man holds a pop-up book open in a library.

Animating libraries with theatre

Supported by our funding The Spark Arts in Leicester is getting children and their families enjoying theatre at local libraries.

An image of White Peakcock by Gill Brigg.

Creating new worlds

Supported by our funding, Nottingham Playhouse created a touring micro-theatre to make plays more enjoyable for autistic young people with autism.

Image captions
Top left to bottom right: 1. Visitors to Sanctum join in with Faith Bekoe Courtesy Situations. Photo © Max McClure 2. Heart of Glass Events. Photo © Stephen King. 3. Participants at Hamworthy Library. Photo © Michael Cameron Photography. 4. Manchester day produced by Walk the Plank. Photo © Mark Waugh. 5. Logo © Arts Marketing Association. 6. Birmingham Weekender 2015. Photo © Andrew Fox / Birmingham Weekender 7. Karen Morne, Dumbleton Village Hall 8. Daniel Copeland performs Joseph Coelho's Tree Child on the Spark Arts tour. Photo © Pamela Raith Photography / The Spark Arts 9. No Credit Displaying 10. White Peakcock by Gill Brigg. Image © Nottingham Playhouse / Robert Day 11. Inside Prema Arts Centre Photo © Rupert Russell of RSDR Photography 12. South East Dance. Audience Ambassadors © Zoe Manders. 13. Jeremy Bailey, Master Slave Invigilator. Photo © Chris Foster / Abandon Normal Devices. 14. Musiko Musika's ECCO Concert at Southbank Centre. Photo © Harriet Armstrong / Musiko Musika. 15. Artificial things by Stopgap Dance Company. Photo © Chris Parkes 16. The Bristol Whales, Bristol Green Capital 2015. Photo © Paul Box. 17. Knowledge is Beautiful (cc) Creative Commons - informationisbeautiful.net 18. From All Our Daughters' at the New Vic Theatre. Photo © Andrew Billington.