Closed
Last Update: May 26, 2026
Funding available
$ 15,000
Timeline
- Closing date : January 23, 2026
Location
Alberta, Canada
Overview
This program offers up to $15,000 to help arts organizations understand and grow their audiences. Eligible work includes audience research, segmentation, new engagement strategies, outreach, pricing experiments, and partnership-based marketing initiatives.
/100
Opportunity Score
Moderate potential, but conditions must align.
At a glance
Funding available
Financing goals
- Increase social or community impact
- Develop an online presence
- Reach a new target audience
Eligible Funding
- Maximum amount : 15,000 $
Timeline
- Closing date : January 23, 2026
Eligible candidates
Eligible Industries
- Arts, entertainment and recreation
Location
- Alberta
Legal structures
- Non-profit
Annual revenue
- All revenue ranges
Organisation size
- All organization sizes
Audience
- All groups
Non-profit candidates
Sector of operation
- Culture and Arts
Target groups
- General public
Revenue structures
- All structures
Scope
- Regional
- Provincial
Next Steps
1
Determine your project
2
Validate your eligibility
Activities funded
- Audience research, analysis, and segmentation.
- Staff learning and professional development related to audience understanding.
- Testing new engagement and outreach strategies to attract or regain identified audience segments.
- Reducing barriers to attendance and experimenting with new pricing or online monetization approaches.
- Developing partnerships and new promotional materials for new audiences.
Documents Needed
- Completed project budget using the program template.
- Most recent financial statements.
- Board list.
- Consultant or contractor work plan and cost estimate, if applicable.
- Letters of support or intent from project partners, if applicable.
Eligibility
Who is eligible?
- Arts organizations.
- Registered Canadian charities.
- Equity-deserving organizations applying with a charity partner.
- Provincial organizations in Alberta that benefit the Calgary arts community.
Who is not eligible
- Organizations with an active Audience Development Funding agreement.
Eligible expenses
- External consultant or expert fees for audience research and analysis.
- Tools or expert support for collecting and analyzing audience data.
- Project-related staff time, including short-term support, and staff professional development.
- Development or translation of marketing and promotional materials for new audience strategies.
Ineligible Costs and Activities
- Existing or planned advertising buys.
- Ticket cost offsets.
- Artistic projects, artistic creation, or regular ongoing programming.
- Ongoing administrative salaries and costs, deficit financing, debt repayment, and capital campaigns.
- Retroactive costs incurred before the application deadline.
Eligible geographic areas
- Treaty 7 region of Southern Alberta, including Calgary and surrounding area.
- Banff, Canmore, Drumheller, Medicine Hat, Lethbridge, and Red Deer.
- Provincial organizations in Alberta whose initiatives directly benefit the Calgary arts community.
Processing and Agreement
- Applications are reviewed by an assessment committee after the deadline.
- The committee may ask questions or request clarification before making a decision.
- Applicants are notified by email, whether successful or unsuccessful, usually within six weeks of the deadline.
- If approved, the organization signs a funding agreement and meets with the funder to confirm next steps, timelines, and payment schedule.
- Final reporting is reviewed before the last payment, and the program may follow up 6 to 9 months after project completion.
Additional information
- Projects do not need to align directly with the Spotlight on Arts Audiences reports, although those materials may help shape the proposal.
Frequently Asked Questions about the Audience Development Funding Program
Here are answers to the most common questions about the Audience Development Funding. This section explains what the program is, how much funding is available, eligibility requirements, application deadlines, and other important details to help you determine if this grant is right for your business.
What is the Audience Development Funding?
This program offers up to $15,000 to help arts organizations understand and grow their audiences. Eligible work includes audience research, segmentation, new engagement strategies, outreach, pricing experiments, and partnership-based marketing initiatives.
How much funding can be received?
Audience Development Funding Funds up to $15,000 of admissible expenses.
Who is eligible for the Audience Development Funding program?
To be eligible for the Audience Development Funding program, you must:
Registered Canadian charity.
Arts-focused, public-facing organization.
Based in Treaty 7 or Calgary-benefiting Alberta.
What expenses are eligible under Audience Development Funding?
Audience research, analysis, and segmentation.
Staff learning and professional development related to audience understanding.
Testing new engagement and outreach strategies to attract or regain identified audience segments.
Reducing barriers to attendance and experimenting with new pricing or online monetization approaches.
Developing partnerships and new promotional materials for new audiences.
Where is the Audience Development Funding available?
The Audience Development Funding program is available the province of Alberta.
Is the Audience Development Funding a grant, loan, or tax credit?
Audience Development Funding is a Grant and Funding
Who are the financial supporters of the Audience Development Funding?
Audience Development Funding is funded by Rozsa Foundation