How to turn digital into earned income

How do we justify investing in digital at high cost, when the likely returns are minimal and when audiences still expect digital content should be free or minimal cost? David Johnson, Director of Strategy and Programmes, Cause4 looks at how to balance live and digital activity to maximise income.

A pink piggy-bank wearing a face mask surrounded by stacks of coins and candles
Photo by Konstantin Evdokimov on Unsplash


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Digital Heritage Hub is managed by Arts Marketing Association (AMA) in partnership with The Heritage Digital Consortium and The University of Leeds. It has received Department for Digital, Culture, Media and Sport (DCMS) and National Lottery funding, distributed by The Heritage Fund as part of their Digital Skills for Heritage initiative. Digital Heritage Hub is free and answers small to medium sized heritage organisations most pressing and frequently asked digital questions.

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