In the Words of Arts Council England.

The Importance of Understanding Audiences for Grant Applications.

ACE state that all grant applications must be supported by a ‘strong audience development, marketing or communications plan’.

Fully realised audience engagement documents also work to demonstrate the health and vision of an organisation; encouraging and reassuring other funders. By clearly demonstrating your commitment to access and inclusion alongside realistic monetary forecasts; these documents can support capital funding bids for the same reasons.

Why Audience Engagement Plans Important?

An audience development plan should show how you will fulfil ‘Goal 2: For Everyone’ which can be defined as the aims to:​

  • Reach more people

  • Increase range/social diversity

  • Attract the least/less engaged

  • Increase depth and quality of experience

By using audience engagement planning you can improve how you serve existing audiences and find new ones.

'Our mission is to enable everyone to experience arts and culture that enriches their lives. We believe that great art and culture inspires us, brings us together and teaches us about ourselves, and the world around us. In short, it makes life better. 

We want as many people as possible to engage with arts and culture, and so every project we support must reach people in England, either in the short or long term'.

ACE, Public Engagement, 02/2018

Grant Applications Must Demonstrate.

An understanding of your audience’s needs and preferences.

A focus on who you want to reach and how you will reach them.

Deeper relationships with existing audiences, encouraging them to try new experiences.

Outreach to new audiences, particularly people or communities you may not currently be reaching. 

Public involvement in decision making and co-creation opportunities.

Support of the public in making informed choices about the kinds of arts and cultural activities they want to attend.

Our Work and ACE.

We have worked to understand ACE funding, grant applications, NPO applications, requirements and monitoring. We have developed audience engagement and digital policy development planning that can be submitted as part of funding applications; demonstrating intent and commitment on the part of the organisation.

Goal 2: For Everyone.

“Contributing to Goal 2 covers greater and broader access for more people; engaging the least engaged; quality of experience and use of digital technologies. An audience development plan should help most organisations to create strategies to do something relevant and appropriate towards each of these goals.


​​As part of an organisation’s audience development plan you should describe ongoing approaches to ensuring and demonstrating that people within any of these groups are not excluded from your activities, in alignment with the organisation’s mission and business plan and with reference to their equality action plan”.

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