Finance Score: -7

Governance Score: 3

Support Score: 5

Low unrestricted reserves: -2
Reasonable growth: +1
Deficit latest year: -2
Fundraising costs high: -4

Good trustee age range: +3

Grant maker support: +5

Overall GiG Score: 1

THE AUDIENCE AGENCY

Support services for Arts, Cultural & Heritage organisations.

Analysis by Giving is Great

Positives:

There has been reasonable growth in spending over the last 3 years relative to the previous period
There have been no material income shortfalls in recent years
A significant proportion of recent income was derived from major grant makers including the Government
The Board appears to be well diversified in terms of age

Financial issues to consider:

Unrestricted reserves appear to be dangerously low at the latest year end
Income was lower than spending in the latest year
Fundraising costs are extremely high relative to funds raised

Financial Data ?

Income & Spending ?

Sources of Income ?

Y/E		Income £k	Spending £k	Surplus/ Deficit	Fundraising Cost £k	Total Funds £k	Unrestricted Funds £k	Mths Rsrvs	Staff	Volun- teers
30/03/23		£3,401	£3,824	£-422	£1,085	£941	£941	3	60	10
30/03/22		£3,236	£3,033	£203	£556	£1,363	£1,363	5.4	48	0
30/03/21		£2,847	£2,492	£355	£440	£950	£934	4.5	45	0
30/03/20		£3,185	£2,741	£444	£310	£805	£805	3.5	45	20
30/03/19	*	£2,508	£2,398	£110	£165	£381	£390	2	42	15
31/03/18		£2,323	£2,435	£-112	£259	£251	£331	1.6	41	0
31/03/17		£2,271	£2,466	£-195	£294	£363	£458	2.2	43	0
31/03/16		£2,532	£2,924	£-392	£322	£558	£431	1.8	42	0
31/03/15		£3,365	£2,782	£583	£10	£949	£428	1.8	38	0
31/03/14		£2,133	£2,104	£29	£372	£366	£287	1.6	33	0

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Financial Ratios

Fundraising Costs/Relevant Income: 36.2%
Fundraising Costs/Total Spending: 28.4%
Senior Staff Costs/Total Spending: 7%
Highest pay band: £70,000-£80,000
Liabilities/Assets: 44%
Liabilities/Income: 22%
Unrestricted Funds/Total Funds: 100%
Reserves/Spending: 3 months
Net Current Assets/Spending: 2 months
Quick Ratio: 0.9

Asset Split ?

Established: 11 years

www.theaudienceagency.org

hello@theaudienceagency.org

01612342956

Charity Commission for England and Wales

Listed activities

Arts/Culture/Heritage/Science
Education/Training
General Charitable Purposes

GiG Classification

Museums, parks, historical sites

How it operates

Provides services

Where it operates

Throughout England And Wales,

Who it helps

The General Public/Mankind

Who works here?

60 employees
10 volunteers

Who's supporting them? ?

Donations from Grant Makers ?

We have details on the following significant donations. Multi-year donations are allocated to the years for which they are earmarked.

Specific Donations

Amount	When Months	To be used for
DCMS - Digital 7 Digitally Democratising Archives
£102,500	18/03/2021	The Audience Agency and Golant Innovation have combined their digital audience and skills expertise with thesector knowledge of The National Archives (TNA) to design a collaborative digital project ....more The Audience Agency and Golant Innovation have combined their digital audience and skills expertise with thesector knowledge of The National Archives (TNA) to design a collaborative digital project across the archivesector. Our theme is to upskill the archive sector in democratising archives through digital tools, enablingcommunity access and involvement with archives. Working through the 600-strong Digital Archives LearningExchange network (DALE), the centrepiece of the programme will be 15 action research projects, wheredifferent types of archives across England will develop and deliver a range of live digital engagement projects.Supported throughout with a programme of mentoring, training and sharing events, the action research projectswill equip archive practitioners with the digital skills to engage the people with archives and will upskill andempower communities to add their voices to the historic record. The project will end with a sector widedissemination event and leave behind a legacy of online resources. The action research project participants willbecome pathfinders for the sector, sharing their knowledge and expertise beyond the life of the funding.
National Lottery Heritage Fund - Grant to The Audience Agency
£102,500	17/03/2021	#Digital7 Digitally Democratising Archives
DCMS - SSO Application Goal 2
£763,800	01/04/2020	The wider aim of the scheme is: We are the national development agency for creativity and culture. By 2030 we want England to be a country in which the creativity of each of us is valued and given ....more The wider aim of the scheme is: We are the national development agency for creativity and culture. By 2030 we want England to be a country in which the creativity of each of us is valued and given the chance to flourish and where everyone of us has access to a remarkable range of high quality cultural experiences. Between 2018 and 2022, we will invest £1.45 billion of public money from government and an estimated £860 million from the National Lottery to help deliver this vision.
DCMS - Emergency Grant
£324,000	01/04/2020	To support Arts and Culture throughout England
DCMS - Culture Recovery Fund - Grants programme
£162,000	01/04/2020	To support Arts and Culture throughout England
Nesta - ACE0313
£299,985	01/08/2014	Digital R&D Fund programme grant to Audience Agency Grant Ref ACE0313

Data sourced from Donors via 360 Giving

How is it governed?

Trustees (8)

Current Trustees appointed

Age Range of Trustees: 44-65

ADEDAMOLA ADEWUNMI Appointed: 2019, Occupation: Data Strategist

DR ORIAN BROOK Appointed: 2023, Occupation: Academic

COLIN TUDOR LAWRENCE Appointed: 2021, Occupation: Director

MATTHEW ROBERT LOCKE (Chair) Appointed: 2018, Occupation: Business Executive

DR CHRISTOPHER MICHAELS Appointed: 2019, Occupation: Digital Director

LUCY CROMPTON-REID Appointed: 2019, Occupation: Chief Executive

RICHARD BRUCE PATERSON Appointed: 2019, Occupation: Accountant

STEVEN JOHN PARKER Appointed: 2014, Occupation: None, Other trusteeship: FSCI (UK),

Legal constitution

Charitable company registered in England & Wales on 29/11/2012, number: 1149979
Registered at Companies House on 25/06/2012, number: 08117915

Gift Aid

NOT registered with HMRC for Gift Aid

Event History

07/11/2014 - Asset transfer in from ALL ABOUT AUDIENCES
07/11/2014 - Asset transfer in from AUDIENCES LONDON LIMITED

Policies in force

Bullying and harassment policy and procedures
Complaints handling
Conflicting interests
Financial reserves policy and procedures
Internal charity financial controls policy and procedures
Internal risk management policy and procedures
Investment
Paying staff
Risk management
Safeguarding vulnerable beneficiaries
Serious incident reporting policy and procedures
Social media policy and procedures
Trustee conflicts of interest policy and procedures
Trustee expenses policy and procedures
Volunteer management

Filing Record

10 returns made; AR19: 14 days late,

Main office

The Audience Agency
International House
61 Mosley Street
Manchester
M2 3HZ

Objectives

THE COMPANY HAS BEEN ESTABLISHED TO:1. PROMOTE THE EFFECTIVE USE OF THE RESOURCES BY CHARITABLE AND NON-CHARITABLE BODIES FOR THE CHARITABLE PURPOSE OF THE PROMOTION OF THE ARTS FOR PUBLIC BENEFIT BY:1.1 THE PROVISION OF ADVICE, TRAINING AND INFORMATION TO FOSTER AND PROMOTE THE MAINTENANCE, IMPROVEMENT AND DEVELOPMENT OF AWARENESS, KNOWLEDGE, UNDERSTANDING AND APPRECIATION OF THE ARTS; AND/OR1.2 THE PROVISION OF SUPPORT SERVICES TO IMPROVE AND ADVANCE EDUCATION BY THE ENCOURAGEMENT OF THE ARTS AND ASSIST IN PROMOTING AND ADVANCING THE PRACTICE, PRESENTATION, PRODUCTION AND STUDY OF ALL FORMS OF THE ARTS; AND/OR1.3 THE PROVISION OF OTHER ASSISTANCE WHICH IS DESIGNED TO INCREASE THE QUALITY AND LEVEL OF PUBLIC ACCESS TO THE ARTS AND TO DEVELOP EXPERTISE AND GOOD PRACTICE IN RELATION TO THIS; AND/OR2. FURTHER SUCH OTHER CHARITABLE PURPOSES CONSISTENT WITH THE ABOVE AS THE TRUSTEES IN THEIR ABSOLUTE DISCRETION SHALL DETERMINE (TOGETHER THE “OBJECTS”).

Defined Area of Benefit:

NOT DEFINED

Data Sources