'Audience reach and engagement' can be interpreted in three ways:
- Audience broadening: capturing a larger share of the population segment known to be traditional participants but who currently do not participate.
- Audience deepening: intensifying current participants' level of involvement measured, for example, by the number of attendances per individual per year, or by the degree of audience (active or passive) engagement.
- Audience diversifying: attracting new audience groups who would not otherwise participate.
A business model is the mechanism by which a business intends to manage its costs and generate its outcomes - in the case of for-profits, the outcomes are primarily revenues earned, and in the case of non-profits, the outcome is primarily the public good created. (Falk and Sheppard 2006: 18)
For the purposes of the Digital R&D Fund for the Arts in Wales, we will apply the following criteria to the term organisation. An organisation must:
- Be registered or based in Wales;
- Be a charitable or not-for-profit organisation, or an educational institution seeking to provide arts activity that will clearly benefit the wider community or artists, or a private or public company seeking to deliver a self-contained arts project that will clearly benefit the arts sector in Wales.
Eligible organisations can include: companies limited by guarantee or community interest companies; registered charities or charitable incorporated organisations; constituted community associations, groups, clubs or societies; local authorities and local authority based consortia; educational institutions providing activity that clearly benefits the wider community or artists; private or public companies that can clearly demonstrate that their self-contained arts project will benefit the arts sector within Wales.
We are unable to accept applications from sole traders, or individuals working on their own.
An arts project means:
- A project that directly benefits the arts and cultural sector through the generation of research and data, or development of new products and services that can be used by arts organisations, delivered by an organisation with a proven track record of high quality outputs; and/or
- A project that has a clear outcome with which an audience can engage, across any and all artforms.
 See Nesta's report Culture of Innovation for a detailed analysis of reach and engagement in the arts and cultural sector.
 See Thriving in the knowledge age: new business models for museums and other cultural institutions by Falk and Sheppard; Rowman Altamira, 2006