{"id":1565,"date":"2012-05-09T06:50:51","date_gmt":"2012-05-09T10:50:51","guid":{"rendered":"http:\/\/www.artsjournal.com\/engage\/?p=1565"},"modified":"2018-08-15T09:22:40","modified_gmt":"2018-08-15T13:22:40","slug":"audience-development-vs-community-engagement","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/engage\/2012\/05\/audience-development-vs-community-engagement\/","title":{"rendered":"Audience Development “vs.” Community Engagement"},"content":{"rendered":"

[Note to new readers<\/strong>: This is a very old and widely read post. In the interest of providing up-to-date information about thinking on this topic, you can find updated definitions of terminology related to community engagement and related arts management tools on the ArtsEngaged website here<\/a>.<\/em>]<\/p>\n

Earlier (in Engagement Is<\/a>) I introduced a chart I ran across last month at the American Association of Museums conference, prepared by Candace Tangorra Matelic, highlighting what engagement is and is not. I also promised a follow-up to that introducing Dr. Matelic’s analysis of the differences between Audience Development and Community Engagement. (I should point out that her work is geared very specifically toward museums.)<\/p>\n

My post (One Way<\/a>) on Michael Kaiser’s discussion of “audience engagement” garnered enough interest (and a little heat) to make this worthwhile. While some of Dr. Matelic’s language is a bit stronger\u2013the left-hand column is a little too dismissive\u2013than I would adopt in making the distinctions (I *do* understand the merits of audience development), her perspective is advocacy for robust engagement. Like her, I would prefer we not get stuck in the first door as there is so much of merit (though it will be long-term rather than immediate) to be found if we walk through it to pursue deeper relationships.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n
Audience Development <\/strong><\/td>\nCommunity Engagement <\/strong><\/td>\n<\/tr>\n
Short term marketing strategy<\/strong> to increase the number of people who visit your organization: builds and broadens your audience, which can turn into support for your organization<\/td>\nLong term strategy organizational development<\/strong> to build community ownership, participation, relationships, and support for your organization: builds a better community, which in turn, builds your audience and position of importance in the community<\/td>\n<\/tr>\n
Looks at who is and who is not coming<\/strong> and why or why not; identifies potential audiences for marketing existing museum services<\/td>\nLooks at what matters to the community<\/strong> and how your organization is or is not responding; identifies how existing museum services are relevant or could become more relevant<\/td>\n<\/tr>\n
Focus on increasing visitation numbers<\/strong> from existing and new groups, and building membership numbers, the relationship with community remains the same as it is currently<\/td>\nFocus on developing relationships<\/strong> and increasing partnerships and collaborations with a variety of community groups, benefiting all participating partners<\/td>\n<\/tr>\n
Internally focused<\/strong> approach: how can the community serve us and our needs (this approach potentially closes doors as it does not address what other organizations need\u2014it is all about your organization)<\/td>\nExternally focused<\/strong> approach: how can we serve the community\u2019s needs, working with others (this approach opens doors as it is a shared goal with other community organizations\u2014it is about what we all need)<\/td>\n<\/tr>\n
Involves<\/strong> education, marketing and development staff members<\/strong><\/td>\nInvolves all stakeholders<\/strong>, including staff, trustees and volunteers<\/td>\n<\/tr>\n
A consultant can complete the bulk of the work<\/strong>, working on your behalf, conducting interviews in the community and facilitating focus groups and then summarizing salient points (a consultant goes to the community and reports back to you)<\/td>\nA consultant can facilitate and guide the initial conversations and summarize the collective input from community participants<\/strong>, but your staff needs to be actively involved to make it work (a consultant helps to bring the community to you for collective dialogue)<\/td>\n<\/tr>\n
Organizational identity, goals and priorities remain essentially the same<\/strong>, as does the organization\u2019s current reputation, public service, value and standing in the community<\/td>\nOrganizational identity, goals and priorities could be fundamentally transformed<\/strong> in response to community input and ideas, substantially increasing reputation, public service, value and standing in the community<\/td>\n<\/tr>\n
A more conservative approach, with more predictable and focused outcomes,<\/strong> if completed thoughtfully, impacting a limited portion of the organization<\/td>\nA more risky approach<\/strong>, but if completed with sincerity and honesty, outcomes can far exceed initial expectations, impact all aspects of the operation and last longer<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Developed by Candace Tangorra Matelic, CTM Professional Services. Source: Comparing Audience Development and Community Engagement<\/a><\/p>\n

—————————<\/p>\n

On a personal note, I am going out of the country on Friday to participate in the inaugural conference of the Asia-Pacific Network for Cultural Education and Research. I’ll be in Singapore next week. Since I’m certain that jet lag (Singapore is 12 hours ahead of the Eastern time zone) and conference activities will be conspiring against me, I’m going to take a week off. In the meantime,<\/p>\n

Engage!<\/p>\n

Doug<\/p>\n","protected":false},"excerpt":{"rendered":"

[Note to new readers: This is a very old and widely read post. In the interest of providing up-to-date information about thinking on this topic, you can find updated definitions of terminology related to community engagement and related arts management tools on the ArtsEngaged website here.] Earlier (in Engagement Is) I introduced a chart I […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[5],"tags":[],"class_list":{"0":"post-1565","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-principles","7":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p1G6h9-pf","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":4602,"url":"https:\/\/www.artsjournal.com\/engage\/2016\/08\/five-years-on\/","url_meta":{"origin":1565,"position":0},"title":"Five Years On","author":"Doug Borwick","date":"August 3, 2016","format":false,"excerpt":"Five Years On\u2013Highlights from five years of blogging. This week: definitions.","rel":"","context":"In "Overview"","block_context":{"text":"Overview","link":"https:\/\/www.artsjournal.com\/engage\/category\/overview\/"},"img":{"alt_text":"FiveCandles","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2016\/07\/FiveCandles.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1592,"url":"https:\/\/www.artsjournal.com\/engage\/2012\/05\/audience-engagement-community-engagement\/","url_meta":{"origin":1565,"position":1},"title":"Audience Engagement-Community Engagement","author":"Doug Borwick","date":"May 13, 2012","format":false,"excerpt":"[Note to new readers: This is a very old and widely read post. In the interest of providing up-to-date information about thinking on this topic, you can find updated definitions of terminology related to community engagement and related arts management tools on the ArtsEngaged website here.] OK, I lied. I\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1560,"url":"https:\/\/www.artsjournal.com\/engage\/2012\/05\/engagement-is\/","url_meta":{"origin":1565,"position":2},"title":"Engagement Is","author":"Doug Borwick","date":"May 2, 2012","format":false,"excerpt":"April 29-May 1 I attended the American Association of Museum's Annual Meeting and MuseumExpo in Minneapolis. It's a huge event, with more than 3000 attendees. (Remember \"museum\" includes zoos, aquariums, history museums, etc.) It's also a long-running show. The first meeting was something like 106 years ago. Coming from a\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":4874,"url":"https:\/\/www.artsjournal.com\/engage\/2017\/04\/doin-it-museums\/","url_meta":{"origin":1565,"position":3},"title":"Doin’ It: Museums","author":"Doug Borwick","date":"April 12, 2017","format":false,"excerpt":"Participatory practice in the museum world, mostly sourced from Nina Simon.","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2017\/02\/MetropolitanMuseum.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2818,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/05\/engagement-vocabulary\/","url_meta":{"origin":1565,"position":4},"title":"Engagement Vocabulary","author":"Doug Borwick","date":"May 1, 2013","format":false,"excerpt":"[Note to new readers: This is a very old and widely read post. In the interest of providing up-to-date information about thinking on this topic, you can find updated definitions of terminology related to community engagement and related arts management tools on the ArtsEngaged website here.] I have on a\u2026","rel":"","context":"In "Principles"","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary-300x153.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4945,"url":"https:\/\/www.artsjournal.com\/engage\/2017\/06\/engagement-terminology\/","url_meta":{"origin":1565,"position":5},"title":"Engagement Terminology","author":"Doug Borwick","date":"June 21, 2017","format":false,"excerpt":"We need good definitions to make our work more effective. Here is an updated set from my perspective, for what it's worth.","rel":"","context":"In "The Practice of Engagement"","block_context":{"text":"The Practice of Engagement","link":"https:\/\/www.artsjournal.com\/engage\/category\/the-practice-of-engagement\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2015\/08\/Dictionary-300x202.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/1565","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/comments?post=1565"}],"version-history":[{"count":3,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/1565\/revisions"}],"predecessor-version":[{"id":5364,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/1565\/revisions\/5364"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/media?parent=1565"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/categories?post=1565"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/tags?post=1565"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}