Definitions are important to me. That’s probably a reflection of my former life as an academic. (Or, I suppose, it could be why I was an academic.) They’ve also become critical to my work as an advocate for community engagement. I have presented numerous attempts at defining things like audience development, audience engagement, community engagement, and arts-based community development for the purpose of clarifying each and, more importantly, differentiating among them. They are all critical to the healthy function of arts organizations but they are not all the same thing.
I’ve recently begun to add another frame of reference to assist in the differentiation. That is, who/what is the principal beneficiary of the direct intended outcomes of the work being described? Indeed, I think this may be one of the issues that makes community engagement such a widely misunderstood concept.
Audience development and audience engagement, however you distinguish between them (see my effort below) have as their objective to increase ticket sales and contributions/support. Arts-based community development (see ABCD and Community Engagement) uses art projects to improve communities.
Community engagement, as I define it, places benefit to the arts organization and the community as relatively equal ends. The balance can vary, but the interests of both must be served if the work is to be effective and sustainable. It is true that one reading of the words “community engagement” could imply that the community is engaging with the arts organization (see Artcentric Engagement), however that does not do much to support increasing reach or relevance.
So, with that in mind, here are updates of my working definitions.
Arts-Based Community Development
Arts activities designed to serve community interests. Principal beneficiary of direct, intended outcomes: community.
Audience Development
A marketing strategy designed for immediate results (sales, donations, etc.). Principal beneficiary of direct, intended outcomes: arts organization.
Audience Engagement
A marketing strategy designed for deepening relationships with current stakeholders. The purpose is, over time, to improve retention, increase frequency, and expand reach through their networks. Principal beneficiary of direct, intended outcomes: arts organization.
Community Engagement
A mission strategy of building deep relationships between the arts and their communities for the purpose of achieving mutual benefit. It is accomplished by developing trust and understanding through which reach can be expanded. The arts and community are equal partners. Principal beneficiary of direct, intended outcomes: community and arts organization.
Engage!
Doug
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