About this course: What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence. The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos. By taking this course, you will learn: • the importance of bold, exciting, and mission-driven programming in an organization; • how long-term artistic planning can help an organization produce this work; • how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers; • how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and • how an organization can reinvest that income into increasingly ambitious programming year after year. All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month. For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.
Who is this class for: This course is designed for managers, board members, funders, students, and even patrons and enthusiasts of arts and cultural organizations who are interested in learning how to build thriving arts and cultural institutions around the world.
Created by: University of Maryland, College Park
Taught by: Michael M. Kaiser, Founder and Chairman
DeVos Institute of Arts Management at the University of Maryland
Taught by: Brett Egan, President
DeVos Institute of Arts Management at the University of Maryland
| Level | Beginner |
| Commitment | 6 weeks of study, 1-2 hours/ week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Introduction to the Cycle
Welcome! This first week you will be introduced to the course structure and learn the key principles of the Cycle, a management theory which supports thriving arts and cultural organizations and which serves as the framework for the course. The Cycle proposes that: When bold art is marketed aggressively, an organization attracts a family of energized ticket-buyers and patrons. The income produced by this family is reinvested in more art that, when marketed well, builds a larger, even more diverse family. When this cycle repeats year after year, the organization incrementally and sustainably builds capacity, presence, and health. Following the introductory lectures, you will learn more about the Cycle by reading the executive summary, reviewing answers to frequently asked questions, and completing an introductory quiz. As a reminder, if you are taking this course as a student or enthusiast not affiliated with a specific organization, we recommend you select an organization of your choosing to reference as you make your way through the course!
14 videos, 7 readings
- Video: Watch: Welcome to the Course!
- Reading: Meet Your Instructors
- Reading: Activity: Introductory Questionnaire
- Reading: Recommended Reading: The Cycle: Introduction (Pages 1-5)
- Reading: Review: The Cycle and Annotated Cycle
- Reading: Optional Activity for Students or Learners Not Affiliated with an Organization
- Video: Watch: Introduction to the Cycle Part 1 - Two Challenges Facing the Arts
- Video: Watch: Introduction to the Cycle Part 2 - What makes a healthy organization?
- Video: Watch: Introduction to the Cycle Part 3 - Example from the Alvin Ailey American Dance Theater
- Video: Watch: Introduction to the Cycle Part 4 - Family and Conclusion
- Video: Watch: Frequently Asked Questions: The Cycle
- Reading: Read: The Cycle: Executive Summary
- Reading: Read: Selected Blog Posts: Introduction to the Cycle
- Video: Watch: Case Study: Introduction to the Cycle with Dance Place (Washington, DC)
- Video: Watch: Case Study: Introduction to the Cycle: MACLA/Movimiento de Arte y Cultura Latino Americana (San Jose, California)
- Video: Watch: Case Study: Introduction to the Cycle at Pregones (New York, New York)
- Video: Watch: Case Study: Introduction to the Cycle with Mexican Center for Music and Sonic Arts (Morelia, Mexico)
- Video: Watch: Case Study: Introduction to the Cycle with Anna Lindh Foundation (Alexandria, Egypt)
- Video: Watch: Case Study: Introduction to the Cycle with the Estonian Philharmonic Chamber Choir (Tallinn, Estonia)
- Video: Watch: Case Study: Introduction to the Cycle with AS220 (Providence, Rhode Island)
- Video: Watch: Review of The Cycle and Preparing for Next Week
Graded: Introduction to the Cycle
WEEK 2
Long-Term Artistic Planning
This week, you will learn the benefits of planning your programs further in advance and learn strategies for planning your organizations programs over a five-year time frame. The Cycle proposes that each organization has a rolling, 3-5 year programming plan that is bold, mission-driven, and occasionally surprising. Further, it asks that each organization's programming is the best example of its kind in its environment that forms the basis for aggressive marketing, successful fundraising, and incremental growth in institutional capacity. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of long-term artistic planning to your organization using the planning activity provided.
10 videos, 5 readings
- Video: Watch: Introduction to Long-Term Artistic Planning
- Video: Watch: Benefits of Long-Term Artistic Planning
- Video: Watch: Implementing Long-Term Artistic Planning
- Reading: Recommended Reading: The Cycle: Chapter One (Pages 6-23)
- Reading: Review: Example 5-Year Program Plan
- Video: Watch: Frequently Asked Questions: Long-Term Artistic Planning
- Reading: Read: 10 Truths about Artistic Planning
- Reading: Read: Selected Blog Posts: Long-Term Artistic Planning
- Video: Watch: Case Study: Long-Term Artistic Planning at Dance Place (Washington, DC)
- Video: Watch: Case Study: Long-Term Artistic Planning at Penumbra Theatre (Saint Paul, Minnesota, USA)
- Video: Watch: Case Study: Long-Term Artistic Planning at Cornerstone Theater Company (Los Angeles, California)
- Video: Watch: Case Study: Long-Term Artistic Planning at Is Sanat Concert Hall (Istanbul, Turkey)
- Video: Watch: Case Study: Long-Term Artistic Planning at Lush Productions (Karachi, Pakistan)
- Reading: Activity: 5-Year Program Plan
- Video: Watch: Review of Long-Term Artistic Planning and Preparing for Next Week
Graded: Long-Term Artistic Planning
WEEK 3
Institutional Marketing
This week introduces institutional marketing, one of two marketing perspectives that is used to aggressively compete for audience attention and loyalty. Institutional marketing is the creative use of organizational assets to create spikes in awareness, energy, and enthusiasm around an organization, beginning with the presentation of transformational art itself and continuing through activities that heighten awareness about the people, process, and other institutional assets behind that art. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of institutional marketing to your organization using the planning activity provided.
8 videos, 5 readings
- Reading: Review: Example Institutional Marketing Calendar
- Video: Watch: Introduction to Institutional Marketing Part 1
- Video: Watch: Introduction to Institutional Marketing Part 2
- Video: Watch: Introduction to Institutional Marketing Part 3
- Video: Watch: Introduction to Institutional Marketing Part 4
- Reading: Recommended Reading: The Cycle: Chapter Three (pages 47-78)
- Video: Watch: Frequently Asked Questions: Institutional Marketing
- Reading: Read: 10 Truths About Institutional Marketing
- Reading: Read: Selected Blog Posts: Institutional Marketing
- Video: Watch: Case Study: Institutional Marketing at Dance Place (Washington, DC)
- Video: Watch: Case Study: Institutional Marketing at Nickelodeon (Columbia, South Carolina, United States)
- Reading: Activity: 1-Year Institutional Marketing Calendar
- Video: Watch: Review of Institutional Marketing and Preparing for Next Week
Graded: Institutional Marketing
WEEK 4
Programmatic Marketing
Programmatic marketing is the second marketing perspective that the Cycle describes. Programmatic marketing can be defined as the tactics used to identify and target potential audiences for each attraction, create awareness and demand, and drive a sale (of tickets, classes, services, or other experiences). Effective programmatic marketing extends beyond the transaction to contextualize each offering, ensure a high-quality experience, and lay the groundwork for a long-term relationship with the buyer. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of programmatic marketing to your organization using the planning activity provided.
9 videos, 4 readings
- Video: Watch: Programmatic Marketing Part 1: What are We Selling?
- Video: Watch: Programmatic Marketing Part 2: How Are We Selling It?
- Video: Watch: Programmatic Marketing Part 3: To Whom Are We Selling?
- Video: Watch: Programmatic Marketing Part 4: At What Price?
- Video: Watch: Programmatic Marketing Part 5: With Which Media?
- Reading: Recommended Reading: The Cycle: Chapter Two (Pages 24-46)
- Video: Watch: Frequently Asked Questions: Programmatic Marketing
- Reading: Read: 10 Truths for Programmatic Marketing
- Reading: Read: Selected Blog Posts: Programmatic Marketing
- Video: Watch: Case Study: Programmatic Marketing at Suzanne Dellal Center (Tel Aviv, Israel)
- Video: Watch: Case Study: Programmatic Marketing at Ciudad Cultural Konex (Buenos Aires, Argentina)
- Reading: Activity: Marketing Summary for One Program or Event
- Video: Watch: Review of Programmatic Marketing and Preparing for Next Week
Graded: Programmatic Marketing
WEEK 5
Family and Boards
An organization’s family makes up the third aspect of the Cycle. The family is an energized, enthusiastic group of ticket-buyers, board members, donors, trustees, and volunteers that anchors an organization’s financial health through its commitment of time, talent, connections, and financial resources. The heart of the family consists of a joyous, engaged, and excited board of directors. If your organization has a board, you will have the opportunity to apply the principles to your organization's board following the lectures and case studies.
11 videos, 4 readings
- Reading: Read: Board Audit
- Video: Watch: Introduction to Boards
- Video: Watch: Board Projects
- Video: Watch: Board Meetings
- Video: Watch: Board Culture Change
- Reading: Recommended Reading: The Cycle: Chapters 4 and 5 (Pages 79-103)
- Video: Watch: Frequently Asked Questions: The Family and Boards
- Reading: Read: Selected Blog Posts: Family and Boards
- Video: Watch: Case Study: Board Engagement at Dance Place (Washington, DC)
- Video: Watch: Case Study: Board Engagement at MACLA (San Jose, California)
- Video: Watch: Case Study: Family at Bronx Documentary Center (New York, NY)
- Video: Watch: Case Study: Family at British Council (Belgrade, Serbia)
- Video: Watch: Case Study: Family at AGORA Arts & Culture (Alexandria, Egypt)
- Reading: Activity: Board Audit
- Video: Watch: Review of Family and Boards and Preparing for Next Week
Graded: The Family and Boards
WEEK 6
Fundraising and Course Summary
Fundraising, the final aspect of the Cycle, consists of a strategy for sustainable growth that joins long-term artistic goals, and energized family, and logical options for investment to build organizational resources donor by donor, week by week, month by month, and year by year. Effective fundraising pairs each family member with a logical, financial action in support of the organization’s mission. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of fundraising to your organization by developing, or evaluating, your membership program, major donor program, or targeted campaign.
9 videos, 14 readings
- Reading: Review: The Donor Development Cycle
- Video: Watch: Introduction to Fundraising
- Reading: Review: Three Essential Fundraising Mechanisms
- Reading: Review: Example Membership Campaign - Alaska Native Heritage Center
- Reading: Review: Annual Membership Campaign: CBSO
- Reading: Review: Example Targeted Campaign
- Video: Watch: Three Essential Fundraising Mechanisms
- Reading: Recommended Reading: The Cycle: Chapter Six (Page 104-137)
- Video: Watch: Frequently Asked Questions: Fundraising
- Reading: Read: 10 Rules for Fundraising
- Reading: Read: Selected Blog Posts: Fundraising
- Video: Watch: Case Study: Fundraising at Dance Place (Washington, DC)
- Video: Watch: Case Study: Fundraising at British Council (Lagos, Nigeria)
- Video: Watch: Case Study: Fundraising at Compagnie Pal Frenak (Budapest, Hungary)
- Video: Watch: Case Study: Fundraising at Center for Asian American Media (San Francisco, California)
- Reading: Optional Reading: Integration of Marketing and Fundraising Efforts at Abbey Theatre (Dublin, Ireland)
- Video: Watch: Review of Fundraising
- Reading: Activity: 1-Year Cultivation Calendar
- Reading: Activity: Annual Membership, Major Donor Campaign, or Targeted Campaign
- Video: Watch: Course Conclusion
- Reading: Read: Selected Blog Posts: Course Summary
- Reading: Course Evaluation
- Reading: Optional: Additional Reading
Graded: Fundraising
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University of Maryland, College Park
The University of Maryland is the state's flagship university and one of the nation's preeminent public research universities. A global leader in research, entrepreneurship and innovation, the university is home to more than 37,000 students, 9,000 faculty and staff, and 250 academic programs. Its faculty includes three Nobel laureates, three Pulitzer Prize winners, 47 members of the national academies and scores of Fulbright scholars. The institution has a $1.8 billion operating budget, secures $500 million annually in external research funding and recently completed a $1 billion fundraising campaign.
Ratings and Reviews
This is a very useful tool to boost the performance of an art institution, very clear, practical and easy to follow. I am very happy and ready to take action!
The resources were helpful and the course instructor was personable and clear. The ideas we were introduced to are very helpful and the breadth of coverage with different arts organisations means there were examples to think through whatever your area.
This course provides insight and skills that can be applied to any arts organisation immediately. Highly recommended.
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I always hated the idea of seeking sponsorship and donations to fund our art projects. But the cycle - management of successful arts and cultural organizations made m realise that one should not feel guilty or " like a Beggar" when seeking funds for our art projects. For the donor too derives a lot of happiness or mileage for his business in supporting the cost.
Thank you