Arts Marketing Association

Harness the Power of your Audiences

6 June @ 10am - 5pm

What is it about?

How can we work with our audiences as participants in our purpose, not just consumers of tickets? Building relationships with your audiences that are genuinely meaningful can be difficult when you have tickets to sell. Does participation end up on the sidelines rather than at the heart of your strategy?

Drawing on practical tools and emerging best practice developed by the New Citizenship Project, this masterclass will offer a new lens on how to work with people to forge deeper relationships. Learn how to develop stronger organisations and deliver greater impact — inspiring and enabling participation across your organisation.

You’ll generate ideas starting from why your organisation does what it does and create plans based on the full spectrum of ways people can participate in your work. You’ll end the day equipped with the knowledge to start confidently engaging your audiences in purposeful participation.

Please note: venue TBC in London.

What will I gain?

  • Knowledge: inspiration, case studies and new thinking that will support you in creating or implementing an organisational strategy for purposeful participation
  • Practical action: tools and exercises to help you develop and test new approaches to your business challenges
  • Network: connection with individuals and organisations sharing similar challenges and opportunities to learn from each other

Who is it for?

This masterclass will best suit managers and senior managers. The ideal would be for two people from the same organisation to attend and take back the learning — one person who has influence within the organisation and one person to implement the outcomes.


  • AMA member rate: £175 + VAT
  • Non-Member: £250 + VAT


Jon Alexander | Co-Founder | New Citizenship Project

Photo of Jon AlexanderJon spent his first working decade in brand strategy, both in some of London’s top agencies and also directly for Sainsbury’s and the National Trust, all the time seeking to apply creative skills for positive social and environmental ends.

He is both a geek and an athlete, having completed three Master’s degrees and as many Ironman-distance triathlons.


Book your place here.