Are You Sending the Right Message?

Robert Friend

Sending timely, targeted, on-point messages to distinct audience segments is vital to your success, yet this can be challenging to teams that are already overloaded with tasks and projects – especially if they don't have strong profiling across data silos. The consequence is often one-size-fits-no-one communication and poor results, as audiences instead get scooped up by sports, streaming services, or high-budget acts.

This session breaks down how data and tools can increase your sales by making customers feel seen and appreciated when they receive the right message at the right time in the right way. You'll leave with ideas on where to start, how to run multi-channel communications, and how to tweak messages to trigger much stronger responses from your audiences.



X Marks the Spot: Why Generation X is Your Last Best Hope

Paul Miller

Sandwiched between Baby Boomers and Millennials, people born between 1965 and 1980 are finally in the sweetspot for arts and culture organizations. These 42 to 57 year olds have finally reached the age at which they will soon become the largest segment of your audience. And while they may be a smaller group than the ones surrounding them, without their support, the organization you have now will not survive. And if that's not a big enough challenge, listen to this: they've been ignored for their entire lives and they're not happy.

NeverDark’s Paul Miller will give you recent demographic and psychographic data about Gen X and share ways to use that information to execute strategies that help make up for lost time and begin to build meaningful relationships. You'll leave having a better understanding of who this audience is, how to get them to engage with your organization, and why they're so vital to your financial and artistic future.


(Webinars and Roundtables are at 11:00 a.m. PST. You will receive recordings of all webinars and roundtables.)

Our Sponsors

Marketing innovation is the key to reinventing the customer experience and growing your audience and we believe that great technology and digital tools play a huge role in this. We can’t wait to catch up with you all soon to talk about where audience development is heading next.

If you don’t know Spektrix, our mission is to provide arts organizations with the best possible chance of success in ticketing, marketing and fundraising, which we do through our cloud-based technology and support services. Our team of 60+ work with over 260 organizations in the US, Canada, and the UK.
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The Wallace Foundation seeks to improve education and enrichment for disadvantaged children and foster the vitality of arts for everyone. The foundation has an unusual approach: funding efforts to test innovative ideas for solving important public problems, conducting research to find out what works and what doesn’t and to fill key knowledge gaps – and then communicating the results to help others. Wallace, which works nationally, has five major initiatives under way:
  • School leadership: Strengthening education leadership to improve student achievement.
  • Afterschool: Helping selected cities make good afterschool programs available to many more children.
  • Building audiences for the arts: Enabling arts organizations to bring the arts to a broader and more diverse group of people.
  • Arts education: Expanding arts learning opportunities for children and teens.
  • Summer and expanded learning: Better understanding the impact of high-quality summer learning programs on disadvantaged children, and enriching and expanding the school day in ways that benefit students.

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"Arts Reach encourages me to climb out of my silo, look around, connect with peers, and to start thinking more creatively!"

"Great actionable ideas as always."

"I liked the intimacy of the conference and the ability to interact closely with attendees and speakers."


New From our sponsor, The Wallace Foundation:

What can the arts sector learn from arts organizations of color about community engagement and financial health?

Fifth panel in Wallace’s arts conversation series examines what leaders of arts organizations with deep roots in communities of color see as the keys to their success, as well as what they have learned while navigating crises, including COVID-19.

How Can Arts Organizations Respond to What Communities Need Most?

Fourth panel in Wallace’s Arts Conversation Series examines ways in which cultural organizations can adapt to be more responsive to diverse audiences’ needs.

How Can Nonprofit Arts Organizations Plan for the Future with So Many Unknowns?

Part of Wallace’s arts conversation series, this panel examines how organizations can approach scenario planning in light of COVID-19, the reckoning with racial justice and other pressing factors.

What Can Organizations Learn from High-Performing and Turnaround Arts Organizations?

Second panel in Wallace's arts conversation series examines how organizations can maintain relevance and resiliance through COVID-19, economic pressures and the national reckoning with racial justice.

What Audiences Want from the Arts as the Pandemic Rages On

Panelists in the first installment of Wallace's arts conversation series examine how COVID-19 and urgent conversations about racial justice are transforming the arts.

Ballet Austin: Expanding Audiences for Unfamiliar Works
Can the City's Boom Mean New Audiences for the Seattle Symphony?

Denver Center Theatre Company is Cracking the Millennial Code...One Step at a Time

Think Opera’s Not for You? Opera Theatre of Saint Louis Says Think Again

WORLD MUSIC/CRASHarts Tests New Format New Name to Draw New Audiences