Deadline: 03-Oct-2025
The Rozsa Foundation is offering an Audience Development Funding program aimed at helping arts organizations in the Treaty 7 region of Southern Alberta—and nearby areas—better understand their audiences and test new strategies to increase attendance and engagement.
The initiative encourages groups to learn more about who their current audience members are, and to develop creative ways to reach new or lapsed attendees.
Applicants can choose between two support streams depending on where their organization currently stands: one stream is for those who haven’t yet done recent audience research (Understanding Your Audience), and another is for organizations ready to experiment with new approaches to engage and expand their audience base (Acquiring Your Audience). Grant funds can be used to hire experts to conduct audience segmentation or to pilot new marketing strategies, new outreach, pricing innovations, partnerships, or promotional materials.
Organizations must be arts-focused and based in the Treaty 7 region—which includes Calgary, Banff, Canmore, Drumheller, Medicine Hat, Lethbridge, Red Deer, and surrounding areas—and be registered Canadian charities or in partnership with one. Those who already have an active Audience Development Funding agreement with Rozsa may not apply. Deadlines for applications in 2025 are scheduled on several dates, with decisions typically made within about six weeks after each deadline.
Up to $15,000 is available per project. The program is built to help organizations test new ideas, deepen connections with audiences, and strengthen long-term engagement rather than simply covering traditional programming or ticketing costs. Applicants are encouraged to review guidelines carefully and book a conversation with Rozsa staff to confirm eligibility and sharpen their proposal ideas.
For more information, visit Rozsa Foundation.