GUIDELINES: A set of guidelines for an effective vocational training for the European Audience Developer

The most effective audience development takes place in a planned way and contributes to broad organisational aims. Having a well-considered plan is the starting point.

The ADESTE “Set of guidelines for an effective vocational training for the European Audience Developer Training toolkit prototype - Resource Pack” was produced to accompany the ADESTE pilot training programme as part of the resources to help organisations to develop their audience development plans by seeing the  advantages of being able to implement a step-by-step approach and to be able to instigate organisational changes with an evidence-based approach.

The Guidelines will introduce you to a simple but effective framework for building a plan suitable for all sorts of experiences, artforms and types of organisations, regardless of scale, resources or mission.  The process of creating an audience development plan will illustrate the principles of effective audience development and highlight the skills and approaches required.

There is no single, right way to create an audience plan. Organisations play different roles in the “cultural eco-system” and any audience development plan should reflect the scale, resources, personality and purpose of each. Organisations try to reach different audiences for different reasons and do so in different ways. This diversity is the sign of a healthy and creative cultural sector.

ADESTE developed a distinctive audience development approach or philosophy, which is holistic, audience focused and entrepreneurial and a place to think of others as collaborators and not competitors. 

The Adeste view is that audience development is the process by which cultural organisations might become more democratic and socially relevant as well as financially sustainable in a lasting and meaningful way. Furthermore, the kind of audience-centric thinking that audience development demands is still a new idea, often requiring organisational change, if not a change of hearts and minds.

Our approach to training therefore reflects this understanding and is designed to equip trainees to use simple and effective strategy tools, whilst valuing their combined knowledge as audience practitioners, and recognising their role as change agents. 

This approach provided an increased enthusiasm to be able to make a long-term difference within an organisation and the sector. The people, trainers and trainees as well as the “sharing” through the Action learning were the distinctive aspects of the training.

The report is available below for download in Danish, English, Spanish, French, and Italian. 




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