Americans for the Arts

As the role of arts and culture organizations has transitioned over the years, there has been a shift in the way artists and organizations are working within communities. As individuals and organizations work to use their art as a way to more holistically serve their communities, the term “community engagement” has become a somewhat sexy term. The term, and more importantly the idea, is something that funders and other decision makers are looking for—and we know it. As such, it has been coming up more and more in conversations. With the increased use of this term, there has been some confusion as to what community engagement actually is. One of the most common points of confusion has come around differentiating the terms “community engagement” and “audience engagement.” Let’s start by defining what each of these terms is individually.

Community Engagement

Activities undertaken by an arts organization as part of a mission strategy designed to build deep relationships between the organization and the communities in which it operates for the purpose of achieving mutual benefit. It is accomplished by developing trust and understanding through which reach can be expanded. This results over the long term in increased ticket sales and financial support as well as more arts-friendly public policy. Principal beneficiary of direct, intended outcomes: community and arts organization.

Audience Engagement

Activities undertaken by an arts organization as part of a marketing strategy designed to deepen relationships with current stakeholders. The purpose is, over time, to improve retention, increase frequency, and expand reach through stakeholder networks. Principal beneficiary of direct, intended outcomes: arts organization.

Source: https://www.artsengaged.com/engagement-essentials

Thanks to ArtsEngaged for describing these terms so eloquently! As you can see from the above definitions, these terms mean very different things, have very different implications, and have very different outcomes. Audience engagement is encompassed as part of a marketing strategy, frequently used to bolster ticket sales, with the arts organization being the one who benefits from the engagement. Community engagement is a much deeper concept, meant to foster relationships between an organization and a community, with both parties receiving benefits. One thing to remember here is that while both the arts organization and the community will benefit from this type of engagement, it is important that there is a balance of benefit. If either party receives more benefits in this type of relationship, it should always be the community.

So, why exactly is it that I’m talking about these concepts? Lately I’ve come across readings and articles where there appear to be some misconceptions as to what is considered community engagement. I’ve seen organizations hold a fundraising night at a local restaurant and present this as a “community engagement event.” I’ve seen organizations host “talk-backs” after performances and label this as community engagement. I’ve seen organizations host exhibits about a specific demographic group in their local community, and label it as community engagement. This is not to say these aren’t great things to do—but we need to be honest with ourselves about what these events actually are. Let’s take a look at what exactly community engagement is, and is not. Before I do that, I want to give a shout out to Candace Tangorra Matelic for putting together an amazing list of what community engagement is and is not. Her list is below, as well as link to an article written by Doug Borwick, another community engagement expert, that also references her list.

Community Engagement is…

• Identifying and addressing what the community cares about.
• Doing things that really matter (e.g., activities focused on building better communities).
• Establishing long-term relationships and partnerships with other community groups.
• Working with community groups to plan and offer your programs and activities, and sharing the control, acknowledgement, and proceeds.
• Getting involved in community activities outside of your organization.    

Community Engagement is not…

• Identifying what the community can do for your organization.
• Token exhibits and programs about or with community groups.
• Occasional stakeholder input meetings or an annual visitor survey.
• Continuing to control and run your programs and activities, yet expecting other community organizations to participate and donate.
• Expecting reciprocity for contributions to the community outside of your organization.

Source: http://www.artsjournal.com/engage/2012/05/engagement-is/

Why is it important that we get these terms right? As we work to communicate the value of the work that we do, it’s important to paint an accurate and authentic picture. Every individual and organization has strengths and weaknesses. It is only once we acknowledge the work we are currently doing that we are able to grow.

I want to close by saying that the purpose of this post is not to disparage anyone who may have been inadvertently using these terms incorrectly, or to knock down those that are doing great work in the audience engagement realm. My point here is merely to highlight the vast differences between what “community engagement” and “audience engagement” are, and the need to effectively and accurately communicate your work.

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Want to hear more about the differences between audience and community engagement, and how you can deepen your own work with community engagement? Join us on ArtsU Thursday, April 18, 2019 at 3:00 pm ET for a webinar with Doug Borwick, CEO of ArtsEngaged, as we explore more. Register now to attend live or for on-demand access later.