How can museums design, structure, and evaluate public programming to attract diverse new audiences to their spaces? This question, from an ABA member, kicked off a research project that included interviews with 11 art museums to understand best practices for setting up and executing an effective calendar of public programs. While the research focused on museums, the findings are applicable to any arts organizations delivering engagement and event opportunities in their communities.

Findings from the study include:

• Demographic segmentation is not always the most effective way to design programs — think about your audiences' motivations instead.

• Programs that emphasize skill building help attract and hook repeat attendees.

• Clear ownership and subject matter expertise are more important than finding "the right" organizational structure.

• Break down silos and address common challenges with a small, cross-departmental catalyst team.

• Digital serves some audiences better than others — but can increase collaboration opportunities.

• Evaluations of partnerships and other community programs can offer broader strategic metrics and insights.

To read these and more findings, download the report below.