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.

2. HLF 2013-2018 New Approaches in a changing
world.
Robert Bewley
Director of Operations
With thanks to Aretha George
Policy Advisor, Participation and Learning

3. A lasting difference for
heritage and people
Heritage Lottery Fund
Strategic Framework
2013 - 2018

4. Investing in heritage and people
• outcomes
• making a difference for
heritage, people and
communities
• making working with us
more straightforward

5. 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

6. HLF: what’s changed?
Outcomes:
Heritage, people and communities
See www.hlf.org.uk

7. HLF & Digital Policy: what’s changed?
All projects still have to meet our criteria
Heritage, people and communities
See www.hlf.org.uk

8. July 1919 Aerofilms www.britainfromabove.org.uk or
on twitter @AboveBritain

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. HLF:
Case Studies on website
Guidance on use of technology
Online Communities (trial)
See www.hlf.org.uk
Bobb@hlf.org.uk