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Audience Diversification – Strategy 1: Internal Alignment

Establishing an EDI [equity, diversity, and inclusion] committee or council where plans are developed collectively among department representatives, often including musicians, was one of the most frequently cited audience diversification strategies among the colleagues consulted for this Guide. “Music director, executive, education, community engagement — we tag-team EDI work across the organization,” says New Haven …

Audience Diversification – Measuring Diversity

“We’re succeeding if our audience looks like Chicago,” says Terell Johnson of the Chicago Philharmonic. With this overall goal in mind, it is important to track ongoing engagement, not just transactions: even without a ticket sale, curiosity can be inferred from segmented email click-through analytics and social media follows. Metrics also need to allow for …

Audience Diversification – Why Diversify Audiences?

Why diversify audiences? Simply put, “the mission of a nonprofit is to serve the public,” Jesse Needleman, Vice President of Marketing, Sales, and Communications at the Boston Symphony Orchestra, reminds us. “Society is changing,” says Dan Hart, President and Executive Director of the Buffalo Philharmonic Orchestra, “and we exist to serve the whole community, not …

Audience Diversification – Introduction

The makeup of attendees at our events shows starkly how we matter to our communities. The diversity of those who attend is a key measure — perhaps the ultimate measure — of our impact. As orchestras face questions around the continued relevance of their work and its financial sustainability, many are recognizing the urgent need …