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HLF 2013-2018 New Approaches in a changing world by Bob Bewley

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Presented in “Users, fans and followers: Engaging with museums, galleries and heritage via social media”, Great North Museum: Hancock, Newcastle University, 7 June 2013 (http://digitalculturalengagement.wordpress.com/). This research was funded by the AHRC Cultural Engagement Fund.

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HLF 2013-2018 New Approaches in a changing world by Bob Bewley

  1. 1. HLF 2013-2018 New Approaches in a changing world. Robert Bewley Director of Operations With thanks to Aretha George Policy Advisor, Participation and Learning
  2. 2. A lasting difference for heritage and people Heritage Lottery Fund Strategic Framework 2013 - 2018
  3. 3. Investing in heritage and people • outcomes • making a difference for heritage, people and communities • making working with us more straightforward
  4. 4. Strategic Framework 2013-2018 • Heritage outcomes • better managed (weighted for grants over £100,000) • better interpreted and explained • identified/recorded • in better condition • Outcomes for individuals • learnt about heritage (weighted for all grants) • developed skills (weighted for grants over £100,000) • changed their attitudes and/or behaviour • had an enjoyable experience • volunteered time • Outcomes for communities/society • environmental impacts will be reduced (weighted for grants over £100,000) • your organisation will be more resilient (weighted for grants over £2m) • your local economy will be boosted • more people and a wider range of people will have engaged with heritage • your local area/community will be a better place to live, work or visit
  5. 5. HLF: what’s changed? Outcomes: Heritage, people and communities See www.hlf.org.uk
  6. 6. HLF & Digital Policy: what’s changed? All projects still have to meet our criteria Heritage, people and communities See www.hlf.org.uk
  7. 7. July 1919 Aerofilms www.britainfromabove.org.uk or on twitter @AboveBritain
  8. 8. Digital engagement • Lasting difference for heritage and people • Outcomes for people and communities • What do you want to achieve? • Opportunities to broaden specialist area to wider audiences
  9. 9. Digital engagement To achieve outcomes through digital a project must: • Identify target audience, determine use of technology based on needs and interests, demonstrate benefits • Provide opportunities for people to take an active role • Enable people to increase their understanding and awareness of heritage
  10. 10. Who is your target audience? • Determine who your target audience is • Find out more about how & why they use digital technology • Ask whether digital is right for them, and if yes, what are they likely to use? • Who might be excluded by the technology? • Audience research and consultation
  11. 11. How will you engage people? Motivations: • Challenges and rewards • The opportunity to make a difference and contribute to something wider • Digital experiences that connect with activities in the real world • Interaction and sharing
  12. 12. How will people benefit? • Share their learning • Work collaboratively • Connect with experts • Range of activities • Different levels of engagement • Guided by own preferences • People’s contributions used and acknowledged • People’s material become part of a wider record • Technology supports engagement with heritage
  13. 13. What are the issues if we engage people digitally? • Digital requires an open way of working and approach to data • Use digital environments audiences already inhabit, but ensure content is targeted • A marketing strategy is still needed
  14. 14. HLF: Case Studies on website Guidance on use of technology Online Communities (trial) See www.hlf.org.uk Bobb@hlf.org.uk

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