Deadline: 27-Jun-25
The Rozsa Foundation is pleased to invite applications for its Audience Development Funding Program to support arts organizations in their efforts to engage arts audiences, both by learning more about their existing audiences and by designing and testing new engagement strategies aimed at increasing attendance.
This work can assist arts organizations to reposition their relationship to audiences, attracting new audience members in the short-term, while developing stronger connections with them in the long-term.
Categories
- There are two streams of support available through this program:
- Understanding Your Audience
- Acquiring Your Audience
Funding Information
- You may request up to $15,000 to support your Audience Development project.
Eligible Projects
- Understanding Your Audience:
- Funding can be used to:
- Complete audience analysis and segmentation with support from an external consultant.
- Access other tools or expertise required to deepen your understanding of your audience.
- Develop and implement strategies and tools to begin collecting audience data.
- Support staff to undertake professional development learning to strengthen the organization’s understanding of these processes.
- Funding can be used to:
- Acquiring Your Audience:
- Funding can be used to:
- Design targeted approaches to reach identified audience segments in new ways.
- Identify and reduce barriers to attendance.
- Design and test new pricing strategies, such as ticket scaling or dynamic pricing.
- Explore new ways to monetize online attendance or programs.
- Design new outreach efforts to reach new audiences.
- Funding can be used to:
Ineligible Projects
- The program is intended to support new and strategic ways forward for organizations, so requests centered around existing or planned advertising buys or offsetting the cost of tickets will not be considered.
- The program also does not provide funding for artistic projects, expenses related to artistic creation, or regular ongoing programming. Strategies that include events or supplemental programming that are designed to test and measure new marketing or engagement strategies to capture specifically identified audience segments or communities are eligible for funding requisitions.
Eligibility Criteria
- Your organization may be eligible to apply if:
- Your organization is a registered Canadian charity with a valid CRA charitable business number (9 digits, 2 letters, 4 digits).
- Your organization is arts-focused and presents arts-based work for a public audience.
- Your organization is operating in the Treaty 7 region of Southern Alberta, encompassing Calgary and the surrounding area, as well as Banff, Canmore, Drumheller, Medicine Hat, Lethbridge, Red Deer, and others.
- Your organization does not have an active Audience Development Funding agreement with the Rozsa Foundation.
Assessment Criteria
- Understanding Your Audience:
- Organizational Need: The organization lacks in-depth knowledge of their audience due to lack of tools, knowledge, or expertise.
- Project Plan: The organization has laid out a clear and reasonable plan for their audience research, including a timeline and budget, to achieve the projects identified goals.
- Knowledge Transfer: Planning includes a clear pathway for the transfer of knowledge to the organization that enables them to refresh their research in the future.
- Reasonable Budget: The project budget is reasonable and appropriate for what the project aims to achieve.
- Learning and Evaluation Plan: The organization has considered and outlined how they plan to learn from the project and how they might implement their newfound knowledge moving forward.
- Acquiring Your Audience:
- Project Design: The organization has developed an approach that is well-considered and incorporates new strategies and approaches that have a reasonable chance of success.
- Project Plan: The organization has laid out a clear and reasonable plan for the project, including a timeline and budget, to achieve the projects identified goals.
- Potential Impact: If successful, this project will have a significant impact on the organization’s ability to attract new and/or larger audiences and support their earned revenue targets.
- Reasonable Budget: The project budget is reasonable and appropriate for what the project aims to achieve.
- Learning and Evaluation Plan: The organization has considered and outlined how they plan to learn from and assess the success of the project.
For more information, visit Rozsa Foundation.
