I. ORGANIZATIONAL COMMITMENT

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 1.  Audience and audience participation are key elements of our organization’s vision and/or mission statement(s).

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 2.  We successfully communicate our vision and mission through our artistic and administrative activities.

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 3.  Board and staff leaders have made audience development and participation high priorities by providing resources (time/staff/money) for them.

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 4. Audiences and their cultivation and development are major elements of our strategic plan.

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 5.  There is a line item in our budget for audience development.

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II. UNDERSTANDING AUDIENCE

 1. We understand who our current audiences are.

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 2. We have an understanding of whom we want as patrons and participants.

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 3.  We understand our competition and we annually review our competition’s activities.

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 4.  We track attendance/ticket sales by activity and fiscal year.

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 5.  We are regularly involved in market research and analysis.

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III. DEVELOPING NEW AUDIENCES

 1. We engage and consult with a broad range of people when thinking about audience development and participation.

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 2. A broad range of community members are included in audience development/participation activities, including program planning and implementation.

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 3. Our members, major donors, and key supporters see themselves as integrally involved in program and audience development.

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 4.  We are open to exploring new approaches to attracting audiences and encouraging their participation.

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 5.  We regularly collaborate with other cultural organizations to encourage audience development and participation.

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 6.  We regularly collaborate with non-cultural nonprofits to encourage audience development and participation.

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 7.  We regularly collaborate with for-profits to encourage audience development and participation.

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 8.  We create environments that are conducive to attracting audiences and getting them involved.

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 9.  We prepare an annual written marketing plan based on our understanding of current patrons and targeted new audiences, and that addresses every component of our program.

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IV. EVALUATION

 1. We regularly evaluate whether audience development activities are meeting our objectives.

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 2. We modify or focus programs based on these evaluations.

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 3. Evaluation and audience development needs assessment information is provided to the administration and the board.

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