The 4 C’s in action proving audience development works!

The 4 Cs

The 4 Cs

Yesterday I wrote an article about our local production of The Secret Garden.  The Parlando School for the Arts was savvy enough to use all 4 C’s in order to sell out the majority of their shows (on their way to a complete sell out).  Click here for all the details.

If you don’t know about the 4C’s of audience development, you’re in luck!  Here is a quick course:

1. Connection – Connections open the doors to a variety of possibilities for increasing audience, volunteers, sponsors and donors.

2. Collaboration – Collaborating makes big things happen and sharing and expanding your audiences won’t hurt you either.

3.  Community – Becoming a part of your community will increase your audience.

4. Caring – Showing your co-workers and your audience that you care about their wants and needs will endear them to you even more and increase the likelihood of them getting involved.

The Parlando School for the Arts used all 4 C’s and reaped the benefits with sold out shows, overflow seating and standing room only.  The buzz has been fantastic for them.  From the article, you will see that their directors used their New York Broadway connections to acquire some fabulous guest directors to instruct workshops and add guidance during the rehearsals.  They built a sense of community by inviting actors and singers from 19 different colleges, high schools, and middle schools around the Front range.  The musicians come from Boulder County and beyond as well.  In order to make this production magical in their sets, their connections became collaborations among Cirque du Soleil, Dreamworks and the makers of The MATRIX.  And finally, you can tell that they care about their directors, cast and the audience since I received an invitation personally from one of the musicians.  Let me tell you, a musician would not waste their time to send out invites unless they felt cared for.

So if you are interested in selling out shows, increasing your flock of fans, and building a bigger pool of volunteers, sponsors and donors, put all 4 C’s into action, and you will reap the benefits too.

Until next time, may your audiences be happy and loyal ones, and if they are not, feel free to contact me!


Shoshana Fanizza is the founder of Audience Development Specialists. Her mission is to introduce artists and arts organizations to their existing and potential audiences and to help them to form more rewarding relationships.

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Filed under arts management, Audience Development

2 responses to “The 4 C’s in action proving audience development works!

  1. Pingback: Audience Development can save the arts, but do you know what it is? « Audience Development Specialists Blog!

  2. Pingback: Collaboration, a win-win-win for audience development « Audience Development Specialists Blog!

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