In the third book of his popular trilogy on creating and sustaining arts organizations, Michael Kaiser reveals the hidden engine that powers consistent success. According to Kaiser, successful arts organizations pursue strong programmatic marketing campaigns that compel people to buy tickets, enroll in classes, and so on—in short, to participate in the organization’s programs. Additionally, they create exciting activities that draw people to the organization as a whole. This institutional marketing creates a sense of enthusiasm that attracts donors, board members, and volunteers.
Kaiser calls this group of external supporters the family. When this hidden engine is humming, staff, board, and audience members, artists, and donors feel confidence in the future. Resources are reinvested in more and better art, which is marketed aggressively; as a result, the “family” continues to grow, providing even more resources. This self-reinforcing cycle underlies the activities of all healthy arts organizations, and the theory behind it can be used as a diagnostic tool to reveal—and remedy—the problems of troubled ones.
This book addresses each element of the cycle in the hope that more arts organizations around the globe—from orchestras, theaters, museums, opera companies, and classical and modern dance organizations to service organizations and other not-for-profit cultural institutions—will be able to sustain remarkable creativity, pay the bills, and have fun doing so!
|Publisher:||Brandeis University Press|
|Edition description:||New Edition|
|Product dimensions:||6.30(w) x 9.10(h) x 0.80(d)|
About the Author
MICHAEL M. KAISER is president of the John F. Kennedy Center for the Performing Arts and author of The Art of the Turnaround: Creating and Maintaining Healthy Arts Organizations and Leading Roles: 50 Questions Every Arts Board Should Ask. BRETT E. EGAN, director of the DeVos Institute of Arts Management at the Kennedy Center, leads training, planning, and consulting initiatives in the United States and abroad.
Table of Contents
Programming: It Is All about the Art
Programmatic Marketing: Putting Butts in Seats
Institutional Marketing: Image Is Everything
Building the Base: It’s All in the Family
Assembling a Productive Board: The Head of the Family
Generating Revenue: Earning Rent from the Cycle
Controlling Expenses: Not Glamorous, but Essential
Implementing the Cycle: The Cycle Worksheet
When the Cycle Breaks
The Cycle and Strategic Planning
What People are Saying About This
“Michael Kaiser has done it again: The Cycle is a road map for arts organizations that want to connect their mission to their financial success. The book takes you through a step-by-step process that allows your artistic strengths to be leveraged into financial resources.”
“Michael Kaiser has written an invaluable guide to managing arts organizations for success and sustainable growth. His clear insights are accompanied by a deliberate approach and simple tools specifically designed to help small and midsize arts organizations tackle what can otherwise feel like complicated and overwhelming tasks. Loaded with ‘aha moments,’ The Cycle should be read and reread as an ongoing resource that can be shared with colleagues.”