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University of Toronto Scarborough
Arts Management
Anne Frost

VPAA12 Audience and Resource Development : Study Guide Jan 5 13 audience development 13 government 13 fundraising -profit versus not for profit - in not for profit it is called a surplus not a profit if there is money left over. The surplus must then serve the mandate - the business cycle can differ in the two sectors - no one owns a not for profit -mandate driven is another term for not for profit - arms length principal you are not answerably directly to the politicians the funding body (councils) have money from the government - - development is also sometimes called advancement Jan 12 importance of the audience people miss the audience when looking at making money used to think that is was what they wanted and not what the customer wanted internal marketing is important sends a message because so many people move through it is important to know that people know the company how do you remove barriers so that people can come to the arts events? consider how to remove those barriers? make it as easy as possible for people to do what you want them to do how do you latch on to individuals in the first place? Give new things 3 years to build the audience Greatest indicator that someone will come to your show is if they have attended before or attended an event like it in the past An official or sanctioned group of people who may intend an event know who you are selling to so that you do not alienate a group of people How can you make a hybrid of profit and not for profit? Dont follow stereotypes of the two sectors Segmentation wont always know why all the segments will attend Many reasons why people choose to go to events Once you have determined the type of people come to your events how do you communicate to those people to come to your events mostly the people who are the least expensive to reach are the ones you already have or the ones that are most likely like the ones you already have Ottawa Little Theatre in business since 1928 has a broad capacity in the last 10 years it has relied on subscriptions it owns a 450 seat house in downtown Ottawa over the last decade subscriptions have fallen from 4000 a year to 800 a
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