Research audiences

Think of your organization as a kind of magnet. You need to be powerfully “attractive” to draw people through whatever barriers exist and bring them into deeper levels of affiliation over time.



Customize this diagram:
performing arts
other nonprofits

Of course, the names for those audiences differ across sectors. If you work in a museum, you’re probably concerned with the general public (locals and tourists), visitors, members, and donors. In the performing arts, you’re helping non-attenders become single ticket buyers then subscribers and (hopefully) donors.

But the idea is the same. Each level is a crucial link in your audience development chain, and each audience can supply you with vital insights. You just need to know how to bring them into the conversation—which is where Slover Linett comes in.

Read more about our research process.

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March 14, 2014 | Nicole Baltazar

Multiculturalism is key for creating inclusive arts experiences


Last month, Coca-Cola aired its now-famous Super Bowl ad depicting people from various racial, ethnic, and cultural groups singing “America the Beautiful” together in different languages. Among the instant outpouring of polarized reactions to this ad rang much praise for its depiction of a multicultural America. Yet the ad provoked a slew of negative responses as well. Many of the ad’s detractors questioned whether this multicultural America could ever feel as cohesive as an America whose citizens speak a common language, and therefore have taken great strides toward assimilating into a common culture.

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