Get to grips with what the Heritage Lottery Fund means by ‘audience development’ and how to use it in funding applications

These guidelines from the Heritage Lottery Fund explain what audience development is, why it is important to them, and why arts and cultural organisations and the people marketing and fundraising for them should take full account of the HLF’s priorities on audience development. The Guidelines then cover topics such as who takes part and who doesn’t, barriers to participation, factors driving participation, and gives a 5-step process to help museums, heritage sites and cultural organisations build audience development into what they do.