Round 1 Guidelines - Theatre Communications Group

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(Re)Modeling and (Re)Imagining Application Round 1
Administered by TCG
with support from the Doris Duke Charitable Foundation
tcg

Program Summary and Background
Audience (R)Evolution is a four-stage program to study, promote and support successful audience engagement
and community development models across the country. The first stage of the program consists of a research and
assessment project, being conducted by AMS Planning & Research to determine the most impactful engagement
models, and why they work. The second stage of the program was the February 2013 Learning Convening in Philadelphia
where theatre professionals came together to share their own experiences and successes, and discussed how to
apply these findings to their work. In the third stage of the program theatres will be awarded grants to adapt and/or
reimagine successful audience engagement and community development models. The last stage of the program will be
widespread dissemination, through which theatres at large will have quick and easy access to the project’s findings
about how to implement effective engagement programs. These guidelines and application address the third stage of
Audience (R)Evolution, allowing theatres the opportunity to (Re)Model their audience engagement and community
development initiatives by adapting the successful practices of a newly identified partner organization; or (Re)Imagine
their own successful initiatives to deepen and expand their reach to specific audiences/communities.
TCG has long embraced the importance of audience engagement and community development efforts particularly
through the New Generations Program: Future Audiences, created in 1999, which was generously supported by the
Doris Duke Charitable Foundation and The Andrew W. Mellon Foundation.
Since the inception of that program, US society has experienced rapid and undeniable changes—from the rise of social
media to a new world economic reality. Throughout the changing times Future Audiences encouraged theatres to push
boundaries while building on a track record of success.
During the 11 rounds of Future Audiences TCG learned that strategies are not one-size-fits-all and that long-term
relationship building is a key component of success. TCG also learned that while many theatres have had a track record of
developing strong relationships with their audiences and communities, others need guidance and increased opportunities
to share and access information about successful audience engagement and community development models taking
place across the country. Based on these findings, TCG believes that the time is right to highlight effective models and
provide an outlet for theatres to share the knowledge garnered as a result of their efforts.
Audience (R)Evolution encourages theatre organizations to tap into technology, global consciousness, place-based
thinking about art, the new “sense of social” and “high touch” and heightened civic engagement to develop new more
relevant ways of attracting, engaging and developing specific audiences and communities.
Another goal of Audience (R)Evolution is to identify and highlight successful models that can
be adapted and shared widely—benefiting not only those who receive funding but also the field
at large. To that end recipients will be required to share their models and lessons learned as a result
of participating in the program via TCG’s website, TCG’s blog—The Circle and Conference 2.0.
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Videos and transcripts from the February 2013 Audience (R)Evolution Learning Convening are
available at www.tcg.org/events/ar. The plenary sessions and case studies may be a helpful resource.

Defining Audience Engagement
and Community Development
While there are a wide range of definitions for the terms “audience engagement” and
“community development,” Audience (R)Evolution refers to the following:
Audience Engagement builds opportunities for dialogue between theatres and audiences and includes a full
spectrum of goals, strategies, tactics and outcomes.
Community Development connects theatres and non-arts sector partners using artistic assets to build
collaborative and mutually beneficial projects addressing community needs.
Both utilize activities that encompass building, deepening, and listening to audiences and potential audiences
to determine what is relevant to them; and serving, informing, and opening communications with them to
build long-lasting relationships.
Program Overview
Audience (R)Evolution will provide support in two initiatives:
(Re)Modeling will support TCG Member Theatres who aim to increase their proficiency in reaching
specific audience(s)/community(ies) by observing, adapting and/or implementing successful models
used by newly identified partner organization(s) from the arts field or non-arts sector.
(Re)Imagining will support TCG Member Theatres with a high level of proficiency and successful track
record of reaching audience(s)/community(ies) who now seek new and/or different ways to deepen or
expand this work.
The Audience (R)Evolution grant program will award approximately ten grants of up to $65,000
each with an additional general operating support equivalent to 30% of the grant award. A minimum
of 25% of Audience (R)Evolution grants will be awarded in each initiative. The remaining 50% will be
awarded based on the panel’s evaluation process. Projects cannot exceed the eighteen-month period
starting as early as December 1, 2013, and ending no later than March 31, 2015.
Applicant Organizations in Audience (R)Evolution: (Re)Modeling
may only apply to one of the two initiatives
cannot also be proposed as a partner organization within the same round of the program
Partner Organizations in Audience (R)Evolution: (Re)Modeling
may be proposed in more than one (Re)Modeling application but will only be selected to partner
with one applicant organization
may submit a separate application for (Re)Imagining
Applicant Organizations in Audience (R)Evolution: (Re)Imagining
may only apply to one of the two initiatives
may be a proposed partner in (Re)Modeling
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Program Overview (continued)
This program encourages thoughtful risk-taking and experimentation and because recipients may
be working in new and unfamiliar ways, the program recognizes that course adjustments may be
necessary during the funding period. TCG staff will work with recipients to revise their plan, as long
as the original project goals remain intact.
The dissemination of lessons learned through grant supported activities is a key component of this
program. TCG recognizes that evaluation tools must be hand-tailored to specific projects. However,
both anecdotal and statistical approaches are required and the resulting information will be shared
with the field. Posts on TCG’s blog, The Circle, and Conference 2.0 will be required from all
recipients—additional information will be provided during the required orientation teleconference
with project directors and TCG staff.
The most competitive Audience (R)Evolution proposals will:
Distinguish between efforts that are solely marketing and those which will deeply
engage and develop long-lasting relationships between the organization and
their audience/community
Connect to the applicant organization’s mission and reference its history of
programming—activities disconnected from the mission will not be competitive
Demonstrate strategic thinking as well as strong commitment to, and concern
for the quality of the audience and community’s experience
Encourage peer-to-peer learning/training between the applicant organization and
the larger theatre field
Project support may take a variety of forms that include, but are not limited to, activities in artistic/
programming, marketing, educational and outreach areas. Hiring new staff or supplementing hours
of current staff above and beyond their current responsibilities to implement expanded programming
is allowable.
Funds may be used to test the adapted model or to fully implement it. Proposals that are solely
researching models or feasibility studies without testing an idea or implementation will not be
competitive.
The project budget may only include direct expenses and the percentage of staff time dedicated
to proposed activities. Overhead expenses must be supported through the general operating
support component of the grant. Project funds are not meant to support organizational stability
or capacity building.
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Program Description: (Re)Modeling
Audience (R)Evolution: (Re)Modeling will support TCG Member Theatres who aim to increase their proficiency
in reaching specific audience(s)/community(ies) by observing, adapting and/or implementing successful models
used by newly identified partner organization(s) from the arts field or non-arts sector by:
identifying ways to adapt and test the proposed strategies in collaboration with the partner organization
for use by the applicant organization.
considering relevant strategies used in other sectors as well as within the theatre field with a clear
understanding of the specific needs of their own audience and/or community.
creating opportunities for objective insights by experienced peers who will examine organizational
and community challenges with fresh eyes.
Activities may involve observing proven strategies at the partner organization; reciprocal visits;
on-site meetings with staff, board and community; and peer consulting time.
Competitive applications will demonstrate:
commitment throughout the applicant organization to exploring and sharing effective models for
audience engagement and/or community development;
involvement of key staff from multiple areas within the applicant organization (artistic, administrative,
production, education, etc.) in proposed activities;
rigorous thinking about the identification of the model to be adapted;
appropriate match of partner organization and model to the applicant organization and its audience
and/or community with a willingness to work together;
relevance of the proposed model to the applicant organization’s audience engagement and/or community
development goals;
strong potential for long-lasting impact on the applicant organization and their specific audience and
community beyond a reflection of the latest novelty or trend.
Applicant organizations may identify a partner organization of any size but there should be an alignment
of strategic thinking about approaches to audience engagement and community development.
Applicant organizations may identify a partner organization based on commonalities which include,
but are not limited to strategies (i.e. artistic, educational and marketing), organizational mission and
audiences and/or communities.
TCG will not match applicant organizations with partner organizations. It is the responsibility of
the applicant organization to identify and communicate with potential partners prior to submitting
a proposal.
(Re)Modeling applications must include a partner organization narrative and supplemental materials
completed by the partner organization’s contact person, agreeing to participate in the proposed project.
Videos and transcripts from the February 2013 Audience (R)Evolution Learning Convening are available
at www.tcg.org/events/ar. The plenary sessions and case studies may be a helpful resource.
The applicant organization will allocate a minimum of 10% of grant funds to each partner organization
to be observed.
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Program Description: (Re)Imagining
Audience (R)Evolution: (Re)Imagining will support TCG Member Theatres with a high level of proficiency and
successful track record of reaching audience(s)/community(ies) who now seek new and/or different ways to
deepen or expand this work.
making substantial adjustments in their current thinking and/or strategies regarding
audience engagement and/or community development.
or
implementing their proven strategies to serve audiences and/or communities that are
newly identified by the applicant organization.
Priority will be given to proposals that have the potential for high impact and positive change
on the larger field as well as on the organization and their audience/community.
Competitive applications will demonstrate:
a track record of success in audience engagement and/or community development
audience engagement and/or community development approaches which break
from those already commonly practiced in the theatre field
rigorous assessment of what strategies and tactics need adjustment and what changes
have the most potential for positive impact
the potential to be adapted widely in the field
a clear methodology for assessing and reporting on the effectiveness of proposed strategies
established community partnerships with individuals and/or organizations
strong potential for long-lasting impact on their organization, audience/community
and the larger field.
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Organizational Eligibility
All applicant organizations MUST be a TCG Member Theatre in good standing at the time of application
and meet the following organizational eligibility requirements for this program.
Employment of at least one full-time (35 hours/week) salaried staff person at the time of application
Proposed project director must be on staff at the applicant organization for a minimum of 6 months
Minimum of one year prior existence as a not-for-profit professional theatre organization
Applicant Organizations must submit adequate financial information documenting fiscal stability.
Current audits reflecting the most recently completed fiscal year must be submitted, but 990’s
will be accepted from theatres with budgets below $500,000.
Timeline
2013
September 23, noon ET
Online Application Submission
week of November 18
Applicant Notification
Late-November 2013
Recipient Orientation (teleconference)
December 1
Earliest start date for project activity
2015
May 31
Latest end date for project activity
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Selection Criteria
A national independent panel will review proposals using the following criteria:
Audience (R)Evolution: (Re)Modeling
Evidence of commitment to audience engagement
and/or community development throughout the
applicant organization
Appropriate match of applicant organization
and model to be observed
Appropriate match of the applicant organization
and partner organization
Evidence of the partner organization’s successful
audience engagement and/or community
development activities
Relevance of the proposed activities to the audience
and/or community to be served
Strong potential for long-lasting relationship between
the applicant organization and their targeted audience
and/or community
Organizational and fiscal stability of the
applicant organization
Appropriateness of the project budget
Potential ability of the applicant organization
to change or adapt its audience engagement and/or
community development strategies as a result of
the program
Audience (R)Evolution: (Re)Imagining
Evidence of successful audience engagement and/or
community development activities
Evidence of commitment throughout the applicant
organizations to audience engagement and/or
community development
Audience engagement and/or community
development approaches which break from those
commonly practiced throughout the theatre field
Relevance of the proposed activities to the applicant
organization’s audience and/or community
Evidence of organization’s ability to carry out the
proposed activities as described in the application
Potential impact on specific audience and/or
community to be served
Potential impact on the field at large
Organizational and fiscal stability of the applicant
organization
Appropriateness of the project budget
Potential ability of the organization to improve its
audience engagement and/or community development
efforts as a result of the program
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Online Submission Instructions: (Re)Modeling
APPLICATION SUBMISSION DEADLINE: September 23, 2013, noon Eastern Time
1. Submit your application to
www.tcg.org/grants/aud_rev/index.cfm
by September 23, 2013, noon Eastern Time.
You should receive a confirmation e-mail indicating
a successful online submission within one hour.
If not, please contact TCG immediately. Save the
Submission Confirmation E-mail as proof of submission.
Applicants who cannot provide proof of application
submission by the deadline will not be considered.
2. The online application submission form will require you
to upload three (3) separate PDF files.
Each file must be under 5 MB.
File 1 - Please scan and upload the following documents
in the order listed below and save into a single PDF
file labeled: “TheatreName_File1.pdf” (PLEASE NOTE:
Applications that are missing sections may not be considered)
Section 1: Applicant Organization Information (Page 1,
APPLICATION FORM)
Section 2: Partner Organization Information (Page 2,
APPLICATION FORM)
Section 3: Application Narrative (no longer than five
double-spaced pages, word-processed)*
Section 4: Executive Leader Statement (no longer than
one page, word-processed)
Section 5: Project Budget (Page 5, APPLICATION FORM)
Section 6: Project Budget Narrative (Page 6,
APPLICATION FORM)
Section 7: Financial Information Form (Pages 7 and 8,
APPLICATION FORM)
Section 8: Project Director’s Bio (no longer than one
page, word-processed)
Section 9: Applicant Organization’s Mission and
Organizational History (no longer than two pages,
word-processed)
Section 10: Applicant Organization’s Staff List
(no longer than one page, word-processed)
Section 11: Partner Organization Narrative (no longer
than one page, word-processed)*
Section 12: Partner Organization Contact Person’s Bio
(no longer than one page, word-processed)
Section 13: List of additional contacts at the Partner
Organization (no longer than one page, word-processed)
Section 14: Partner Organization’s Mission and
Organizational History (no longer than two pages,
word-processed)
Section 15: Application Submission Instructions
and Checklist
Section 16: Signed Signatures Page
File 2 - Please save the following into a separate PDF
file labeled: “TheatreName_File2.pdf”
Prior Year’s Production Schedule
Current Season
File 3 - Please save the following into a separate PDF
file labeled: “TheatreName_File3.pdf”
Audited Financial Statement or Form 990 (990s will
only be accepted from theatres with budgets below
$500,000.)
3. Failure to assemble the application materials properly
and/or failure to adhere to page limits and formatting
requirements may result in your application being
considered ineligible.
4. Applications will NOT be accepted after the deadline
and must be submitted online.
5. Additional pages and material not listed
on the Application Checklist will not be
forwarded to the selection panel.
*Formatting Requirements: You must use 11-point Times New Roman font and have 1'' margins. With the exception of the
signed APPLICATION FORM, each page should include a header in the upper-right-hand corner stating the applicant’s name
and page number. In the narrative sections you must type each question and answer directly below the corresponding question.
Applications that are incomplete, or that do not meet the requirements mentioned above will be considered ineligible.
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Online Submission Instructions: (Re)Imagining
APPLICATION SUBMISSION DEADLINE: September 23, 2013, noon Eastern Time
1. Submit your application to
www.tcg.org/grants/aud_rev/index.cfm
by September 23, 2013, noon Eastern Time.
You should receive a confirmation e-mail indicating
a successful online submission within one hour.
If not, please contact TCG immediately. Save the
Submission Confirmation E-mail as proof of submission.
Applicants who cannot provide proof of application
submission by the deadline will not be considered.
2. The online application submission form will require you
to upload three (3) separate PDF files.
Each file must be under 5 MB.
File 1 - Please scan and upload the following documents
in the order listed below and save into a single PDF
file labeled: “TheatreName_File1.pdf”
(PLEASE NOTE: Applications that are missing sections
may not be considered)
Section 1: Applicant Organization Information (Page 1,
APPLICATION FORM)
Section 2: Application Narrative (no longer than five
double-spaced pages, word-processed)*
Section 3: Executive Leader Statement (no longer than
one page, word-processed)
Section 4: Project Budget (Page 4, APPLICATION FORM)
Section 5: Project Budget Narrative (Page 5,
APPLICATION FORM)
Section 6: Financial Information Form (Pages 6 and 7,
(APPLICATION FORM)
Section 7: Project Director’s Bio (no longer than one
page, word-processed)
Section 8: Applicant Organization’s Mission and
organizational History (no longer than two pages,
word-processed)
Section 9: Applicant Organization’s Staff List
(no longer than one page, word-processed)
Section 10: Application Submission Instructions
and Checklist
Section 11: Signed Signatures Page
File 2 - Please save the following into a separate PDF
file labeled: “TheatreName_File2.pdf”
Prior Year’s Production Schedule
Current Season
File 3 - Please save the following into a separate PDF
file labeled: “TheatreName_File3.pdf”
Audited Financial Statement or Form 990 (990s will
only be accepted from theatres with budgets below
$500,000.)
3. Failure to assemble the application materials properly
and/or failure to adhere to page limits and formatting
requirements may result in your application being
considered ineligible.
4. Applications will NOT be accepted after the deadline
and must be submitted online.
5. Additional pages and material not listed
on the Application Checklist will not be
forwarded to the selection panel.
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*Formatting Requirements: You must use 11-point Times New Roman font and have 1'' margins. With the exception of the
signed APPLICATION FORM, each page should include a header in the upper-right-hand corner stating the applicant’s name
and page number. In the narrative sections you must type each question and answer directly below the corresponding question.
Applications that are incomplete, or that do not meet the requirements mentioned above will be considered ineligible.

The mission of the Doris Duke Charitable Foundation is to improve the
quality of people’s lives through grants supporting the performing arts,
environmental conservation, medical research and the prevention of child
abuse, and through preservation of the cultural and environmental legacy
of Doris Duke’s properties. www.ddcf.org
tcg
For over 50 years, Theatre Communications Group (TCG), the national
organization for theatre, has existed to strengthen, nurture and promote
the professional not-for-profit American theatre. In all of its endeavors,
TCG seeks to increase the organizational efficiency of its member theatres,
cultivate and celebrate the artistic talent and achievements of the field
and promote a larger public understanding of, and appreciation for, the
theatre. TCG is a 501(c)(3) not-for-profit organization. www.tcg.org