Putting the Care into audience development

I have not posted about the 4th C of audience development in a while which is Care.  In order to build a happy and loyal audience, we need to show that we care about our audience members.  I would like to share a personal story that can relate.

My family was one of the families that was evacuated during the Fourmile Canyon Fire in Boulder, CO.  We had to take our three cats to the Humane Society of Boulder Valley.  I was so grateful that my cats had a place to stay while we were at a friends’ house (cat allergies and dogs prevented us from bringing the cats).

I decided to visit my cats every day to show them they were still cared for.  I think these visits helped them feel a little less scared.  It made me think about the Care in audience development.  Are you “visiting” your audience when they are not with you?  Are you following up to make sure they are cared for?  They may scare away if they are not cared for.

The perks of me visiting my cats every day were many.  My cats were a little more comfortable due to these visits.  I brought some food for them and gave them some stretch time away from their cages.  Being there every day opened me up to volunteering an hour or so to help out during a time extra help was needed, which of course made me happy to do something kind for their kindness.  Lastly, my kitties became momentarily famous since we were available for an interview for our local paper.

I tend to believe that Care can be the bringer of good opportunities when we open this door of audience development.  Imagine what happy and satisfied audience members can bring!

So how do you put more Care into audience development?  Here is a top 10 list:

1.Provide solid follow-up if they need support.

2. Implement changes to the best of your ability that will make them more comfortable.

3. Give them an outstanding experience – high quality.

4. Thank them before, during, and after the event.

5. Give them your enthusiasm and passion for your art – Care about your art is contagious.

6. Ask for their opinions -get their feedback and show them you have listened.

7. Provide impeccable customer service before, during, and after the event.

8. Build a relationship with them. Let them have center stage at times by listening to their life stories.

9. Ask them to get involved in ways that they are comfortable and wanting to get involved.

10. Find a way to do something special for them – send a birthday greeting, special coupon or gift to show your appreciation.

Adding Care to your audience development will add so much more.  Most of the time I find that adding Care adds audience!

Cheers to happy and loyal audiences,


Shoshana Fanizza
Audience Development Specialists
Facebook/twitter /E-mazing Newsletter /Blog

“Never treat your audience as customers, always as partners.”
~James Stewart

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1 Comment

Filed under arts management, Audience Development, Volunteer Management

One response to “Putting the Care into audience development

  1. Oliver Mantell

    Spot on as ever, even in difficult circumstances. Bravo! O

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