I have often said that it is best to treat your audience members like partners. This is a very business like term. The arts, although we are businesses, are more than just a money transaction. It is a special relationship with our audience members that means even more than partnership.

One of the 4 C’s of audience development is “Community.” I have often mentioned that there is a two-fold way of looking at community. First, it is good to get back into your community, and second, you can build a community of people surrounding your art and organization. The second way of looking at community is exactly what I am talking about.

Your community of people should be comprised of people that care about you, your art, and your arts business. These are people that will be happy to help and show loyalty for being there as part of your support system.

This means that they will have your back, and these people are more than just business partners. They are friends or can be considered part of your arts family!

It also means that you have their backs. You are supporting their lives too.

I have seen many successful people with this mentality, and it means that they celebrate life with their “family” members and support goes both ways.

So, if you want people to become part of your arts family, maybe you can start treating them more as friends and family instead of a business transaction or a simple ticket sale. People matter, and when we build relationships that matter with people, then you can build a family that surrounds you!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists