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Belonging, Accepted, Engaged

November 18, 2020 @ 3:00 pm - 5:00 pm

— meeting your audience as a community of individuals

What is it about?

This webinar will help you answer the question ‘how can I relate to audience members more individually, intimately, and inclusively?’

Audiences are vibrant, dynamic communities of people, each comprised of complex intersecting social identities (including but not exclusive to the nine protected characteristics). Audience members’ identities and personalities influence how they engage with your organisation’s programming for any given project or exhibit.

Increasing your social identity analysis and understanding how to connect with different types of engagers can create an environment where more people feel they belong at your organisation.

During this webinar Rachel Grossman with collaborator Katherine MacHolmes will explore how you can make your space and work more relevant and meaningful, using gender and race as the primary identity examples, and help you answer the question: How can I relate to audience members more individually, intimately, and inclusively?

What will I gain?

— An understanding of how to relate to your audience members as individuals

— Strategies to begin to look at how your identity impacts your role

— Tips on how to make your work more relevant and meaningful

Who is it for?

This webinar is for anyone exploring how to embed EDI practice into their audience diversity strategy, and for Fellows of the Audience Diversity Academy

How do I take part?

We will be using an online training platform called WebEx for this event. Before booking, please complete our online training checklist to ensure you get the most out of this training.


  • AMA Member rate: FREE
  • AMA Team Member rate: FREE
  • Arts Council England NPO: £55 + VAT
  • Non-Member: £55 + VAT

Please note: if you are part of a group/Team membership, please select the ‘Team Member Rate’ when booking.


Rachel Grossman | Theatre Director, Engagement Strategist and Co-Founder | K + R Strategies

Rachel Grossman (she/her) beets, brussels sprouts, action films, dogs, the color pink, infographics, and well-facilitated discussions. She’s an artist, engagement-strategist, producer, facilitator, and yogi.

Rachel’s a producer of the JUBILEE, a yearlong, national theatre festival (2020/2021) in the U.S. that celebrates and supports work generated by artists of color, Native American and Indigenous and First Nations artists, women, non-binary and gender non-conforming artists, LGBTQIA2+ artists, Deaf artists, and artists with disabilities. She was also part of the producing group for the 2019 “Deaf Theatre Action Planning Session” and it’s subsequent projects. Rachel is a co-founder of dog & pony dc, with whom she’s co-created nearly 20 new plays and interactive experiences. Rachel is responsible for launching Woolly Mammoth Theatre Company’s “connectivity” initiative and served as the first Connectivity Director. Prior to that she was the Director of Education & Outreach at Round House Theatre, and managed education and community programming at Shakespeare Theatre Company, Arena Stage, and CENTERSTAGE.

Rachel is a three-time recipient of a DC Commission on the Arts & Humanities’ Artist Fellowship grant. She’s writing and co-writing a number of new plays that address undoing racism and will direct The Diary of Anne Frank in February 2020.

Katherine MacHolmes | Activist, Organiser Artist and Co-Founder | K + R Strategies

Katherine MacHolmes (she) is a native of North Omaha, Nebraska. Katherine is a community builder, theater artist, writer and activist. Katherine is the co-founder of an anti-oppression, equity and justice strategy firm, K+R Strategies. Incredibly passionate about liberation, community healing and art, she finds that collective community is the closest form of liberation that we can achieve in imperfect systems. 

Speaker images courtesy of Rachel Grossman & Katherine MacHolmes
Thumbnail: Inclusivity and Audiences Day 2019 (c) AMA


November 18, 2020
3:00 pm - 5:00 pm
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