Debbie Spence - Speaker

Reframing Impact: The Value Cultural Institutions Deliver

Strategy Director, MHM

Abstract:

What if impact isn’t what you’ve been told to measure? This keynote challenges cultural institutions to stop counting and start connecting. Andrew McIntyre and Debbie Spence introduce MHM’s Spectrum of Audience Connection — a practical framework that shifts the focus from outputs to outcomes, from reach to resonance.

They explore how to understand cultural value not just statistically, but emotionally, intellectually, and socially. This session invites institutions to rethink their purpose, redefine success beyond numbers, and build relationships that spark curiosity, ignite conversations, and foster lasting impact.

Through concrete examples and new evaluation tools, participants will leave with strategies to align institutional ambitions with deeper audience connections — positioning their organisations as vital forces in a changing world.

About Debbie Spence:

Debbie Spence (she/her) is Strategy Director at MHM, where she brings a human-centred perspective to audience strategy. With a background in design thinking, she transforms data into meaning and meaning into action. Debbie helps cultural organisations across Europe, Australia, and the Gulf to rethink how they connect with audiences — focusing on building trust, emotional resonance, and loyalty. Her work combines nuance, bold thinking, and strategic clarity to move cultural conversations forward.

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