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heritage cultural museums audience development collections management marketing learning funding monitoring education social media visitors communicating campaigns outreach projects digital media fundraising donors increase roi hlf grantees collaborative action digital platforms public opinion engage new audiences increase visitor numbers shoestring budget care practices care of collections audiences storing of collections ownership of collections charitable status visiting public accessible stored collections stored collections tourist visitor profiling marketing campaign visitor profile income generation cultural policy new funding sources building relationships fuse young people designlab schools programme curriculum links with schools digital experiences campaign cost effective schools developing partnerships interactive resouces community projects engage with communities innovative renaissance ace mla online measure success online