Now We’re Cooking!: A Multi-Ingredient Approach to Major Donor Cultivation (D14)

Even with limited resources (human or fiscal), layering your approach is essential to getting the most delectable returns from your base. In this session, leaders of San Francisco’s Philharmonia Baroque Orchestra will discuss their winning blend of programs and services that have resulted in a three-fold increase in fundraising since 2001.

Courtney Beck most recently served as Associate Director of Development for SF Jazz and is the former Endowment Campaign Director for the College Preparatory School in Berkeley, CA, where she helped lead the completion of a $10 million endowment campaign drive in 2004.  She was co-founder of a full-service, nationwide development and marketing consulting firm, providing services to major American symphony orchestras from 1996 to 2000.  Ms. Beck conducted feasibility studies and developed strategic platforms for endowment, bridge and capital programs for clients including The Kennedy Center, the Cleveland, Minnesota, Chicago, Atlanta, Boston, Seattle and Detroit symphony orchestras, and others.  Ms. Beck holds a Bachelor's degree in music performance from the University of Michigan and is an active member of professional fundraising service organizations throughout the Bay Area.

Stephen K. Cassidy is a principal of Cassidy, Shimko, Dawson & Kawakami, located in San Francisco, California.  Mr. Cassidy and his firm specialize in real estate and land use on a national basis.  Mr. Cassidy graduated from the University of California, Riverside, in 1968, with a B.A. degree, and received his J.D. from the University of California, Berkeley (Boalt Hall), in 1975.  Mr. Cassidy represents major landlords, tenants, developers, investors, and lenders in the real estate industry.  He is a frequent speaker and author on real estate and land use issues.  Mr. Cassidy is a member of the International Council of Shopping Centers (including the Law Conference Committee [emeritus], which he co-chaired from 1994-1995), Urban Land Institute, American College of Real Estate Lawyers, American College of Mortgage Attorneys, Lambda Alpha International, American Planning Association, American Bar Association, and International Association of Attorneys and Executives in Corporate Real Estate.  He serves on the Georgetown University Leasing Institute Advisory Board and is past Chair of the California State Bar Real Property Law Section.  He is also on the Boards of California Business Properties Association; Chanticleer; Berkeley Repertory Theatre (emeritus); Kronos Quartet; Philharmonia Baroque Orchestra; and Borel Private Bank and Trust Company, a private banking company subsidiary of Boston Private Financial Holdings, Inc.   

Monday, October 6, 4:30 pm – 5:30 pm / AGENDA

The Creative Campus - The Future of University-Based Arts Presenters

A look at the dynamic and evolving link between campus-based arts presenters and their collaborators within the academic community: faculty, students, and other campus stakeholders

PRESENTER:

Dorothy Chen-Courtin, Principal, Marketing & Management Associates for Nonprofits

Vital Signs of the Arts in the Marketplace:  A Diagnostic and  Prognostic Conversation (D13/M7)

How is the first decade of the 21st century defining itself?   What are the continuing market trends from the late 20th century?   What and how are environmental changes impacting arts organizations in the current decade?  What can we anticipate and how do we prepare for the second decade of the 21st century?  The facilitator and participants will share their assessment of the vital signs of arts organizations today: a collective diagnostic.  This will be followed by a guided conversation on what can arts organizations expect and do in the next decade of the 21st century: a collective prognostic.

PRESENTER:

Mark Ciglar, Founder and Creative Director of Cinevative

Inspire Your Audience Through New Media: How to Create Powerful Spots that Promote the Performing Arts (M21)

New technology has given today’s performing arts organizations more outlets than ever to speak directly to their audience — from cable television to the web, in-cinema advertising, video e-mail, podcasts and beyond. As a result, many marketers face the challenge of creating compelling promotional content that will attract toady’s media savvy audience, often before their season begins. This raises the question, “How do you reflect on screen what does not yet exist on stage?” Through case studies, we will explore how to create powerful marketing media such as TV commercials, lobby loops, in-theatre projections, web video, Flash e-mails, in-cinema spots and many others long before the shows they are marketing even exist. Using branding techniques perfected by network television, we will demonstrate how to create highly effective motion-graphics-based promos that communicate your ideas in a compelling and visually dynamic way.

PRESENTER:

Samantha Cohen, Cultural Solutions Manager, Blackbaud

Loyalty:  How do you measure it?  How do you encourage it in your patrons? Why does it even matter? (D5)

This development session will explore a different paradigm on how to reward your donors in a real substantial way where they feel valued.  Common development templates may not always work when donors get lost in between the “common anniversaries.” Acquisition programs are expensive and the classic single ticket buyer to subscriber to donor paradigm appears to be shifting.  There’s plenty of buzz and great strategies about fostering loyalty from our patrons.  This session looks at those while addressing the flip side – demonstrating loyalty to our patrons.

Samantha Cohen is a member of the Arts and Culture Business Unit at Blackbaud, Inc..  Ms. Cohen joined the company in 2003 and initially worked with the Blackbaud Analytics team.  In her current role as a cultural solutions manager, Ms. Cohen manages implementations of The Patron Edge and The Raiser’s Edge integration. Ms. Cohen is also involved in creating new consulting offerings for arts and culture clients and specializes in individual giving and membership programs for the arts. She has worked with Kentucky Opera, the National Ballet of Canada, and the Toronto Symphony Orchestra. Ms. Cohen holds a Bachelors of Arts from McMaster University and a certificate in cultural management from the University of Waterloo - Cultural Management Centre.

Samantha Cohen, Cultural Solutions Manager, Blackbaud

Data-Driven Decisions:  Making More with What You Already Have (D20/M15)

This session will focus on analyzing your database(s) and how it should be more exact than reading tea leaves. Increased ticket sales, developing subscriber loyalty, and more donors giving more can all be yours if you know where to look and how to market to them in a holistic approach. Do your day-to-day tactics reflect your institution’s strategic objectives? It’s easy to get caught up in standard metrics of renewal rates and conversions of subscribers into donors. Diving deeper into the data provides a new perspective and options for increasing revenue.  Look at the bigger picture — use your data to market in a better segmented, focused and directed way.

Irene Greenberg, Senior Director of Marketing, Artsmarketing Services Inc.

Monday, October 6, 2008 / 2:00 pm – 3:15 pm / AGENDA

Are You Leaving Money on the Table?: Strategies for Integrating Telemarketing Into Your Total Marketing Strategy (M19)

Looking for more subscribers and donors, more  revenue and less attrition?  Come find out how telemarketing can help  achieve these goals that are so important to the long-term health of your  organization.   We’ll discuss the tangible and intangible benefits  of acquisition calling, as well as the how to make acquisition calling  cost-effective in its first year, plus how to project the 10-year value of a  new supporter.

A true visionary, Irene Greenberg was one of three partners who founded AMS in 1982.  By providing clients with effective programs that raised funds, generated members and built audiences, the company quickly grew to be a leader in its field. As Director of the Marketing Department, Irene works closely with new and veteran clients, developing strategic plans along with detailed revenue and cost projections for each program. She specializes in list selection, as well, exploring new sources and techniques for building prospect lists. These lists enable AMS’ clients to acquire new supporters as well as renewing and re-activating their lapsed supporters. In addition to working with active clients, Irene also investigates new business areas for the company. 

Nancy Gribler, Executive Vice President of Marketing, Sundance Cinemas

Robert Sweibel, Director of Marketing & Communications, Berkeley Repertory Theatre

Jennifer Bilfield, Artistic & Executive Director, Stanford Lively Arts

Jeff Trabucco, Interim Managing Director, Artsopolis

New Ways to Create Communities of Patrons On-line, Off-line, and In-line! (M20)

From designing the perfect space, to training staff in the nuances of interacting with patrons, to promoting local businesses, to discovering how to be a “destination location,” this panel will explore the best ways to attract and build communities — whether they are at one venue, on a campus, or in cyberspace.

Nancy Klasky Gribler is a 25-year veteran of entertainment marketing, advertising , publicity and promotions on both the exhibitor and agency side. Ms. Gribler is the Executive Vice President of Marketing for Sundance Cinemas, the movie theatre branch of The Sundance Group, founded by Robert Redford. Ms. Gribler  oversees all aspects of marketing, advertising, brand strategy, publicity, promotions and corporate communications.

For 15 years she was the Vice President of Marketing for Century Theatres and CinéArts, a national theatre circuit with one thousand screens.  As Director of Advertising at EvansGroup Marketing Communications entertainment division,  she supervised the advertising for major studios and companies such as Twentieth Century Fox, Gramercy Pictures, Buena Vista Pictures Marketing,  New Line and Fine Line Cinema, Sony Retail Entertainment and Diamond Back Sports in San Francisco.

Ms. Gribler is an alumnus of the Film Department at  San Francisco State University and is active in several industry organizations.

Ms. Gribler is married and resides in Mill Valley, California.

Previously, Bilfield served as Executive Director of the National Orchestral Association, where she created the New Music Orchestral Project, a widely celebrated program that fostered new orchestral works by living American composers. Throughout this 4-year initiative, the organization launched 48 works with readings, world premieres at Carnegie Hall and second performances. Concurrently, the Project comprised the preparation of musical materials, a library of archival recordings and promotion of the music and composers. Bilfield also served as Executive Director of Concordia Chamber Symphony and the Bridgehampton Chamber Music Festival, and has held positions at Merkin Concert Hall and International Production Associates.

Throughout her career, Bilfield received numerous professional awards, including the Award for Adventuresome Programming from ASCAP (American Society of Composers, Authors, and Publishers) and the American Symphony Orchestra League's Helen M. Thompson Award, a biennial honor recognizing outstanding achievement in orchestra management.

Bilfield has served on several boards and committees within the music industry and was President of the New York-based American Music Center, and a member of the board of the American Symphony Orchestra League. She is also a frequent contributor to industry publications and conferences. Bilfield is a trained composer and holds a Bachelor of Arts degree from the University of Pennsylvania. She is married to Joel Phillip Friedman, a composer of concert and musical theater works. They have a young daughter named Hallie.

Jeff Trabucco has performed in Bay Area musical theater productions and plays including Foothill Music Theatre: She Loves Me, Show Boat, Carousel and Oklahoma; TheatreWorks: Old Money (u/s Vivian/Sid); Sunnyvale Community Players: Into The Woods (Wolf and Rapunzel's Prince) and Man Of La Mancha (Priest); and Broadway by the Bay: Jesus Christ Superstar (John) where he also understudied the roles of "Jesus", "Pontius Pilate" and "Simon". A native of the San Francisco Bay Area, Jeff has also worked as a professional musician singing backing vocals for Rosemary Clooney, Michael

Andy Holtz, General Manager, Arizona Theatre Company

Douglas W. Kinzey, President, Audience Strategies for the Arts, Inc. and Senior Director of Audience Development, Pittsburgh Symphony Orchestra

Sunday, October 5, 2008 / 10:15 am – 11:45 am / AGENDA

Messaging: Effective Tool or Junk What? (M3)

Relevant message strategies remain an essential tool for creating audiences. But challenges abound as our product lines become increasingly complex, our markets become more diverse, costs rise, alternative delivery channels multiply and the return on this traditional investment seems to diminish. Be brave! Submit your message strategies in advance for review. Gain insights into the effectiveness of unusual message strategies and learn how some organizations have more than tripled traditional response rates.

Douglas W. Kinzey served as the Director of Marketing for the Dallas Symphony Orchestra from 1981-1998 and The Louisville Orchestra from 1977-1981. The Louisville Orchestra was sold-out the last two seasons of Doug’s tenure and the Dallas Symphony achieved an increase in season subscrip­tions from 5,100 to over 31,000 with nine consecutive seasons at total capacity.

Kinzey founded Audience Strategies for the Arts, Inc. in January 1998 providing a variety of marketing and strategic planning services for the performing arts traveling five days a week more than 46 weeks each year in the US, Canada, Europe and the Far East.

In September 2004, Doug was named Senior Director of Audience Development for the Pittsburgh Symphony Orchestra following seven months of consulting with the PSO. In 2004 - 2005, new classical subscriptions at the Pittsburgh Symphony Orchestra increased 60% compared to the previous season and new pops subscriptions increased 120%.  The Pittsburgh Symphony has achieved over 10,000 new subscribers in the last two seasons. With the Pittsburgh assignment, Doug remains President of Audience Strategies for the Arts, Inc., the Dallas based consulting firm, continues as Senior Marketing Advisor for the Plano Symphony Orchestra with subscriptions up 63% and three consecutive sold-out seasons, and additional projects in Boston, Newark, London, Ontario, New Mexico and others.

Douglas Kinzey is a graduate of the Oberlin Conservatory of Music, Oberlin College in piano, flute and conducting and he graduated from Indiana University with a Masters in Arts Administration and a minor in piano performance.

Douglas W. Kinzey, President, Audience Strategies for the Arts, Inc. and Senior Director of Audience Development, Pittsburgh Symphony Orchestra

Tuesday, October 6, 2008 / 10:30 pm – 11:30 pm / AGENDA

CLOSING PLENARY
Double Digit Annual Audience Growth In The 21st Century! (M23)

While many arts organizations report declining audiences, a number of organizations are enjoying incredible increases in loyal audiences with growth as much as 95% in three seasons. These organizations have challenged traditional industry belief systems, created new economic models for the organization and for audience development, focused on new ways of creating value propositions for subscribers, ditched traditional strategic plans and overhauled promotion strategies. Learn why these organizations have been able to return to the “golden age” of virtually full houses.

Douglas W. Kinzey served as the Director of Marketing for the Dallas Symphony Orchestra from 1981-1998 and The Louisville Orchestra from 1977-1981. The Louisville Orchestra was sold-out the last two seasons of Doug’s tenure and the Dallas Symphony achieved an increase in season subscrip­tions from 5,100 to over 31,000 with nine consecutive seasons at total capacity.

Kinzey founded Audience Strategies for the Arts, Inc. in January 1998 providing a variety of marketing and strategic planning services for the performing arts traveling five days a week more than 46 weeks each year in the US, Canada, Europe and the Far East.

In September 2004, Doug was named Senior Director of Audience Development for the Pittsburgh Symphony Orchestra following seven months of consulting with the PSO. In 2004 - 2005, new classical subscriptions at the Pittsburgh Symphony Orchestra increased 60% compared to the previous season and new pops subscriptions increased 120%.  The Pittsburgh Symphony has achieved over 10,000 new subscribers in the last two seasons. With the Pittsburgh assignment, Doug remains President of Audience Strategies for the Arts, Inc., the Dallas based consulting firm, continues as Senior Marketing Advisor for the Plano Symphony Orchestra with subscriptions up 63% and three consecutive sold-out seasons, and additional projects in Boston, Newark, London, Ontario, New Mexico and others.

Douglas Kinzey is a graduate of the Oberlin Conservatory of Music, Oberlin College in piano, flute and conducting and he graduated from Indiana University with a Masters in Arts Administration and a minor in piano performance.

PRESENTER:

Graham Leggat, Executive Director, San Francisco Film Society

The Biochemistry of Sponsorships (D2)

Increasingly in recent years corporate sponsors demand that nonprofit organizations deliver not merely conventional exposure in the form of logos, signage, acknowledgments, etc., but customized integrated experiences that lock in brand discovery and loyalty at a deeper, more significant, almost physiological level. This presentation discusses the molecular structure of these new partnerships and their various effects on audiences and arts non-profits.

LEARNING OBJECTIVES:

• Creating custom partnerships
  
• Navigating “church-state” issues
  
• Stacking wide, limited, and exclusive offers
  

Graham Leggat has worked in the arts for eighteen years, largely in New York City, at the American Museum of the Moving Image, The Museum of Modern Art, and the Film Society of Lincoln Center, where he was also a columnist for the New York Daily News and the publisher of Film Comment magazine. Since October 2005 he has been the Executive Director of the San Francisco Film Society, the presenter of the world-renowned San Francisco International Film Festival.

PRESENTER:

Stacie Mann, Director, Consumer Marketing, Network for Good

Monday, October 4, 2008 / 10:15 pm – 11:15 pm / AGENDA

The Long Snail: Why the Nonprofit Sector Needs to Get Moving Online (D17)

Our sector has been slow to embrace one of the biggest opportunities we’ve ever been presented — the ability to organize, advocate and fundraise on a grand scale with a small budget. In this session, you will learn what the long tail is, as well as what’s important and relevant about the Internet for small- to mid-sized nonprofits. We will cover how to use the Web as a great equalizer for your organization, including how to get started and what to expect to pay for diving into the pool of online fundraising.

 Whether you’re online already or you’re just getting started, you will take away the five steps of taking advantage of the long tail and online fundraising:

1. If you build it you are dumb.
2. If you build it they won’t come.
3. Listen to them.
4. Go to them.
5. Flip the funnel.

Come prepared to learn about online fundraising’s potential for your organization and to share your past experiences on the Internet (good, bad, ugly or otherwise)

Stacie Mann develops and executes the charitable giving portal Network for Good’s marketing plans, including website content, consumer outreach, corporate partnerships. She is also responsible for the website Six Degrees (www.sixdegrees.org), the site launched in January of 2007 with Kevin Bacon that brings a social conscience to social networking. The Web site spotlights celebrities’ causes and allows everyday people to donate to or raise funds for their own favorite charities anywhere online. She has trained non-profits on how to effectively market their causes online as well as ways to use person-to-person fundraising.

Before joining Network for Good, she worked in the Interactive Marketing division of America Online managing their strategic e-commerce partners. Stacie holds a bachelor's degree in French and Marketing from Duke University.

PRESENTER:

Jack McAuliffe, President Engaged Audiences

7 Hours to Full Houses (M1)

Begin your Arts Reach National Arts Marketing Conference with a One-Day Marketing Intensive that will prepare you to sell those empty seats. Roll up your sleeves and get ready to deal!

This full-day performing arts marketing session will familiarize you with important recent research findings and provide you with proven strategies and tactics (packaging, pricing, advertising, pr, direct mail, web and internet, telemarketing, etc.) that will equip you to successfully grow a large, engaged audience. It will:

• Acquaint you with important new arts marketing research — including the 2008 Oliver Wyman Audience Retention Initiative, the Knight Foundation Magic of Music Study, and the League of American Orchestras’ Audience Motivation Research — that will dramatically influence the way you make marketing decisions.
  
• Provide you with the context necessary to develop effective acquisition and retention strategies.
  
• Give you hands-on experience in day-to-day marketing tactics through mini-case exercises in packaging, pricing, and promotion.
  
• Culminate in a workshop on building an annual Marketing Plan from the bottom up that you can use in creating your own dynamic Marketing Plan at home!
  

Participants will leave with context that will provide a structure for assimilating the insights that they will be gaining over the next three days at the Arts Reach National Arts Marketing Conference, and a road map for applying their learning when they return to their arts organization.

For more than 35 years, Jack McAuliffe has been helping orchestras and other performing arts organizations build large, engaged audiences.  In 2006, he formed Engaged Audiences LLC to provide executive coaching in audience development.

For the prior dozen years, Jack served as Vice President and Chief Operating Officer of the American Symphony Orchestra League, where he conducted audience research, counseled marketing staff nationwide, and undertook public advocacy on behalf of the League’s 1,000 member orchestras.  From 1980 to 1992, he was director of the marketing division of the John F. Kennedy Center for the Performing Arts and the National Symphony Orchestra in Washington, D.C., where he was responsible for marketing the Center's dance, theater, music, and family programming.  Prior to joining the Kennedy Center, he was associate director of the Iowa State Center and Ames International Orchestra Festival at Iowa State University.  Jack holds an MBA degree from the University of Michigan and began his career as a Ford Foundation Administrative Intern with the Detroit Symphony Orchestra.

PRESENTER:

Jack McAuliffe, President Engaged Audiences and Initiative Facilitator

Putting the Churn Initiative to Work for You (M9)

An interactive workshop to discuss applications of the findings of the Oliver Wyman study:

• What should you do before, during, and after the performance/event to inhibit churn?
  
• What kinds of Promotional Offers attract first-timers to return?
  
• How do you construct a Killer Offer?
  
• Getting first-timers to buy a second performance when they buy the first.
  

For more than 35 years, Jack McAuliffe has been helping orchestras and other performing arts organizations build large, engaged audiences.  In 2006, he formed Engaged Audiences LLC to provide executive coaching in audience development.

For the prior dozen years, Jack served as Vice President and Chief Operating Officer of the American Symphony Orchestra League, where he conducted audience research, counseled marketing staff nationwide, and undertook public advocacy on behalf of the League’s 1,000 member orchestras.  From 1980 to 1992, he was director of the marketing division of the John F. Kennedy Center for the Performing Arts and the National Symphony Orchestra in Washington, D.C., where he was responsible for marketing the Center's dance, theater, music, and family programming.  Prior to joining the Kennedy Center, he was associate director of the Iowa State Center and Ames International Orchestra Festival at Iowa State University.  Jack holds an MBA degree from the University of Michigan and began his career as a Ford Foundation Administrative Intern with the Detroit Symphony Orchestra.

J Mullineaux, Vice President for Development, Community Foundation Sonoma County

Saturday, October 4, 2008 / 10:15 am – 12 noon / AGENDA

Individual Major Gifts: Moving Beyond Transaction-Based Fundraising (D3)

J Mullineaux has successfully developed transformational major giving programs for both performing and visual arts organizations, and in this session he will share his experiences and wisdom. He will encourage you to look beyond your membership programs, your giving clubs, and your special events for ways to engage your most loyal supporters as major donors. You will learn the systematic steps for planning and managing a successful major gifts program, and be introduced to field-tested strategies for attracting and keeping major donors.

W. John Mullineaux (“J”) has worked in philanthropy for twenty-four years and has spent sixteen years of his career advancing the arts.  Currently, he is Vice President for Development at the Community Foundation Sonoma County.  He has held positions as Director of Development at the San Francisco Museum of Modern Art (SFMOMA), the Asian Art Museum, and San Francisco Ballet, and in these roles was responsible for planning and directing a comprehensive program of fundraising for annual operations, endowment, and special projects.  He has managed as many as thirty development staff in individual giving; corporate, foundation and government support; planned giving; special events; membership; and development computer systems.   During his tenure at the Asian Art Museum, the institution completed a $170 million Capital Campaign in 2003.  Mr. Mullineaux began his development career at Columbia University in 1984.  He is a graduate of the University of Washington in Seattle, and Columbia University.  

Mr. Mullineaux has been active with the University of Washington Alumni Association.  He was President of the Bay Area Alumni Chapter for five years and served as a District Governor on the Alumni Association Board of Trustees.  Mr. Mullineaux has been a guest lecturer in non-profit management at Golden Gate University and San Francisco State University.  He has also served on the Board of the Association of Fundraising Professionals.  Currently, he is on the Advisory Board for the Arts Council Sonoma County. 

Ann Murphy, President and Creative Director, Eliran Murphy Group

Richard Robertson, COO, Eliran Murphy Group

Tuesday, October 7, 2008 / 9:00 am – 10:15 am / AGENDA

WHY ONLINE? The Eye-Tracking, Click-Mapping World of Online Advertising (M22)

80% of all US adults are online an average of 15+ hours a week.  It is the leading media choice of a majority of Americans including active cultural participants. While advertising spending nationwide is stagnant, online consumes an ever-growing portion of the advertising dollar, making it the highest growth category of any paid medium. Why?

In this session, through case studies and discussion of best practices, you will learn:

• The latest online audience trends (demographic and behavioral) compiled from national data sources
• The latest trends in online advertising (SEO, SEM, rich media, user-generated content, etc.) compiled from national data sources
• Strategies for optimizing online advertising, explaining best practices in contextual and behavioral buying, maximizing return through creative segmentation and retargeting.

Case Studies:

• Case Study 1 - best execution of a contextual campaign
• Case Study 2 - best execution of a behavioral campaign
• Case Study 3 - best execution of a segmentation campaign
  

PRESENTER:

Greg O’Neill, Account Executive, Patron Technology

E-Mail Power Techniques, and Next-Generation Web Marketing (M8)

During this session, you’ll learn techniques that the most successful arts marketers are using to make sure their e-mail campaigns get the best results. You’ll come away with actionable ideas to implement in your own organization. We’ll go through all the steps of creating an e-mail marketing strategy, from a detailed review of design techniques to reports on day-of-week targeting. Then we’ll examine some of the fastest growing trends in online marketing: blogs and streaming video. You’ll understand how the technology works, and we’ll discuss content ideas and take a look at what other organizations are doing.

Greg O’Neill is an Account Executive at Patron Technology. His background combines a love of the arts with a career in sales and marketing field. He holds an MA in Theatre Arts from San Francisco State University, and he has written and produced three plays.  He’s also worked in sales and marketing, working in the insurance, telephone and automotive industries.

His unique combination of experiences gives him a thorough understanding of how to market the arts.

PRESENTER:

Greg O’Neill, Account Executive, Patron Technology

The Newest & Coolest in E-marketing : An  E -marketing Lightening Round (M10)

Sponsored by Patron Technology

We will make getting up early worth it by giving you the inside scoop how to make the most of the newest e-marketing techniques . With lightening fast speed we'll cover:

• Podcasts
• Streaming Video
• Blogs
• Text messaging
• Facebook
  

Greg O’Neill is an Account Executive at Patron Technology. His background combines a love of the arts with a career in sales and marketing field. He holds an MA in Theatre Arts from San Francisco State University, and he has written and produced three plays.  He’s also worked in sales and marketing, working in the insurance, telephone and automotive industries.

His unique combination of experiences gives him a thorough understanding of how to market the arts.

PRESENTERS:

Nancy Quinn, Founder, Quinn Associates

John R. Killacky, Program Officer for Arts and Culture, The San Francisco Foundation

Alan Brown, principal, WolfBrown

Marissa M. Tirona, J.D., Projects Director, CompassPoint Nonprofit Services

Metrics in Philanthropy: How do the Arts Measure Up? (D7)

In the past decade, the trend in foundation grantmaking has been toward venture (or strategic) philanthropy, a methodology aimed at bringing focus to foundation management by introducing rigorous success metrics and accountability practices. In the arts, this trend has been met with an array of emotions, but mainly: alarm. After all, we're not talking about reducing the number of malaria cases by handing out mosquito netting - we've got a play to put onstage! How are we supposed to fit THAT into a causal model? Is having happy smiling faces on our audience members as the leave the theater a reasonable (and acceptable) outcome?

Outcomes-based grantmaking continues to bring shudders of fear (and/or groans of exasperation) to development staff at arts organizations across the U.S., but what does it really mean? And does it really work? And is it, indeed, the future of philanthropy? If venture philanthropy is intended to, as Susan Herr, founder of PhilanthroMedia, put it, "transform willing nonprofits into well-oiled, catalytic engines for change," how are the arts measuring up?

This panel discussion will present both sides of the strategic philanthropy argument, so (to misquote the great Bette Davis): "Fasten your seatbelts, it's going to be a bumpy ride!"

John R. Killacky, Program Officer for Arts and Culture, joined The San Francisco Foundation in March 2003. Previously, he served as Executive Director of Yerba Buena Center for the Arts for six years and Curator of Performing Arts for the Walker Art Center for eight years. Other past positions include Program Officer at the Pew Charitable Trusts, General Manager of PepsiCo SUMMERFARE, and Managing Director of the Trisha Brown and Laura Dean dance companies. He received the First Bank Award Sally Ordway Irvine Award in Artistic Vision; the William Dawson Award for Programming Excellence from the Association of Performing Arts Presenters; Dance USA's Earnie Award as an "unsung hero;" a Gerbode Foundation Professional Development Fellows hip; a scholarship to Harvard Business School's summer intensive; and in 2004, the Fan Taylor Distinguished Service Award for Exemplary Service to the Field of Professional Presenting from the Association of Performing Arts Presenters. Mr. Killacky has served as a panelist, lecturer, and consultant for a broad range of arts and funding organizations. He has written numerous publications on the arts, and written and directed several award winning short films and videos.

Alan Brown, principal of WolfBrown, is a leading researcher and management consultant in the nonprofit arts industry.  He has studied audiences, visitors and patterns of cultural participation in almost every major market in the U.S.   His work focuses on understanding consumer demand for cultural experiences and on helping cultural institutions, foundations and agencies to see new opportunities, make informed decisions and respond to changing conditions.  He has authored numerous articles and reports on audience behaviors, trends in cultural participation, engagement practices and the value system surrounding arts activities, and speaks frequently at national and international conferences.

Marissa M. Tirona, J.D., is a Projects Director with CompassPoint Nonprofit Services in the Strategy Practice Group. Marissa provides management coaching, training and consulting services primarily in the areas of strategy development, financial management, impact metrics and board development. Marissa has worked or volunteered in the nonprofit sector with organizations focused on civil rights, immigrants’ rights, domestic violence, human trafficking, youth and the arts. Before joining CompassPoint, Marissa was the program director of a national employee rights organization and an employment attorney with two national law firms. She is a graduate of Swarthmore College and the Santa Clara University School of Law.

PRESENTER:

Sharon Richmond, Management Consultant, Executive Coach, Master Facilitator

Influence Without Authority: A Workshop for Leaders in Arts Organizations (D11/M4)

Creating innovation and leading change in any organization requires the ability to work well across boundaries – with people in other functional areas as well as people in other organizations. This means:

• Working with people who have different goals, values, perspectives, and work styles
  
• Being able to exercise influence in the absence of formal authority (with peers, bosses, board members, volunteers, etc.)
  
• Creating common ground with diverse groups of people
  
• Setting the conditions for productive collaboration
  

It takes more than passion to be effective in arts organizations. It takes “Influence Without Authority.” This workshop provides participants with conceptual models, tools, and experiential activities that strengthen these critical skills. This workshop adapts a proven approach to building influence into the arts context; this approach to influence without authority has proved to be powerful in a variety of settings including for-profit corporations.

LEARNING OBJECTIVES:

• Understand the role of influence in being successful at working across boundaries
  
• Learn theories of exchange and currencies and the Law of Reciprocity
  
• Understand the connection between exchange, currencies, reciprocity and influence
  
• Practice using the concepts and tools of “Influence without Authority”
  
• Develop a plan for transferring the learning back to your organization

Sharon Lebovitz Richmond’s value as coach and consultant derives from her keen focus on each client’s important business outcomes. She partners closely with executives to build the leadership, structures, and culture crucial to their organization’s success. Sharon specializes in leadership coaching, building high-performance teams, and creating agile, competitive organizations.

Sharon works from the belief that leaders may be born, but can also be made, and that by broadening your mindsets and behavior choices, you can improve your leadership success in the ways that most matter to your situation. 

In one company President’s words, “Working with Sharon helped me see how I’m impeding the very progress I espouse. She guided me to practical action steps for getting out of my own, and my team’s, way.”

Sharon has partnered with leaders from CXO through manager, across industries including biotechnology, business services, consumer services, education, financial services, healthcare, pharmaceuticals, technology, and utilities. Since beginning her career with Touche Ross management consulting, Sharon has worked with leaders at companies spanning the organizational life-cycle, from venture backed start-ups to Fortune 50 companies.

PRESENTER:

Jill Robinson, President, Target Resource Group (TRG)

Finding Pathways to New Donors (D9)
Sponsored by Target Resource Group

What series of activities lead individuals to becoming a donor?  Patron behavior research and new predictive modeling techniques show there are combinations of experiences and “asks” that convince donors to contribute.  Hear a national level overview as well as specific case studies that show how individual giving can follow main roads as well as unexpected pathways.

LEARNING OBJECTIVES:

• Expand the strategic focus and tactical capabilities of development officers and managers of annual fund or individual donor campaigns.
  
• Demonstrate emerging analytical processes that are improving success from database marketing efforts.
  
• Show through patron behavior research and case findings the relationship that targeting, timing, and offer have on successfully acquiring donors.
  

PRESENTERS:

Jill Robinson, President, Target Resource Group (TRG)

Camille Spaccavento, Marketing Director, Robert and Margrit Mondavi Center for the Performing Arts, UC Davis

Sunday, October 5, 2008 / 10:15 am – 11:45 am / AGENDA

Set Ticket Prices that Generate More Revenue for 2009-10 (M5)

This mini-course focuses on the industry best practice of demand-based pricing at a time when most organizations need to finalize plans for the 2009-10 season.   Workshop participants will practice applicable analysis and pricing techniques from their review and discussion of case studies, including one from the Mondavi Center at University of California at Davis.

LEARNING OBJECTIVES:

• Provide arts administrators and marketing officers baseline understanding of demand management principles as applied to performance ticket price-setting and sales.
  
• Observe and practice the key areas of analysis that are the foundation for generating positive results from setting prices for sections of the performance venue.
  
• Discover specific demand management applications that can help participant’s individual situation.
  

Henry Ruddle, President, Ruddle Creative, Inc.

Live Marketing Material Makeovers (M17)

Ever find yourself asking, "The mailing made perfect sense to us, why didn't more people buy tickets?" or "We explained the structure of our season in the brochure, so why does our box office staff still have to spend 20 minutes explaining it to everyone who calls?"

After discussing the top three principles of effective marketing communications, Henry will perform live critiques and redesigns of marketing materials brought to the session such as season brochures, newsletters, postcards, fliers and advertisements. Attendees will help by adding their two cents, and those brave souls who submit materials for discussion will have a chance to take a bow for their successes, and explain the back story of their materials' challenges.

Unlike past years in which attendees have sent Henry materials ahead and the makeovers were created in advance, the makeovers this year will be entirely "on the fly." Do not send materials in advance. Bring your marketing materials with you and place them into Henry's nervously twitching hands before the presentation begins. This presentation will either be an invigorating brainstorming session or a complete failure. There's only one way to find out. Either way it will be entertaining. All materials submitted will be evaluated, but time will not allow for all to be made over during the session.

Henry Ruddle founded Ruddle Creative, Inc. in 1988, and has been a regular contributor to Arts Reach regarding newsletter, season brochure, postcard and advertising design and copywriting since its inception. He has designed (or redesigned in the case of his "makeover" articles) and written thousands of brochures and newsletters for arts organizations such as the San Jose Repertory Theater, San Jose Symphony Orchestra, San Jose Cleveland Ballet, Ballet Folklorico, and others as well as dozens of corporations and associations. He occassionally speaks on marketing and communication topics to business groups and arts organizations such as the Association of California Symphony Orchestras and the National Dinner Theater Association.

PRESENTERS:

Belinda Taylor, Consultant, Advancing the Arts

Esty Dinur, Director for Marketing and Communications, Wisconsin Union Theater

Ron Evans, Director, Local Marketing & Technology

It's a Brand New Day:
How to Manage Your Brand in a Media Marketplace That's Splintering into a Million Little Pieces (M13)

Today, the medium truly is the message, as Marshall Macluhan wrote in his
prescient 1967 book. But between medium and message there is the brand, and
for a brand to succeed today it must connect to something both you and your
audiences care about.

Hear from Esty, a theatre marketing director, how one arts organization shaped its brand to effectively reach today's segmented audiences and media, creating new audiences and fostering viral marketing.  

Ron, an arts marketing and technology specialist, will discuss the relationships your audience experiences with your brand through their use of your  technology.  

Belinda, an arts marketing consultant, will introduce the session with examples of messaging trends before leading a fun, interactive branding exercise.

She served as Director of the California Arts Council’s Arts Marketing Institute 2002-2005, implementing a strategic planning grant from the Wallace Foundation and leading workshops for arts councils and arts resource providers throughout California. Concurrently, she served on the steering committee of the Alameda County Office of Education’s (ACOE) Alliance for Arts Learning Leadership, helping write a three-year strategic plan to return arts learning to the classroom.

More recently, she coordinated planning for the May 2007 and May 2008 Teaching Artist Institutes, co-sponsored by the ACOE Alliance, Alameda County Arts Commission, California College of the Arts and the California Arts Council.

An award-winning journalist, she is a graduate of the UC Berkeley School of Journalism and later earned a certificate in Marketing from UC Berkeley Extension. Her other professional experience includes the Oakland Tribune, where she was part of the editorial team that led the Tribune to its Pulitzer Prize-winning coverage of the 1989 Loma Prieta earthquake.  She served three terms as board president of the Playwrights Foundation and authored the award-winning play "Becoming Julia Morgan."

Esty Dinur’s first career was as a modern dancer. She then became an award-winning film-maker and writer. Still a free-lance writer and radio program host, Esty has been the Director for Marketing and Communications for the Wisconsin Union Theater in Madison since 2002. During these years, the historical theater has been reinvigorated with renewed vision, mission, programming—and interest from the community and media.

PRESENTERS:

Luke Vander Linden, Vice President Integrated Marketing Services, Carl Bloom Associates

Carl Bloom, President, Carl Bloom Associates

Monday, October 6, 2008 / 10:15 am – 12:15 pm / Double Session / AGENDA

Annual Giving Fundamentals: How to Launch and Build a Successful Individual Donor Program (D8 & D18)

Fundraising is no longer just about sending some mail or passing the hat. A 40-year fundraising direct marketing veteran, Carl Bloom, along with integrated marketing specialist, Luke Vander Linden, will discuss how all different media – including direct mail, telemarketing, email and the Internet – should be used as components in an integrated and coordinated campaign with common goals and messages. For those just starting their annual campaigns, Carl will review strategies, plans and schedules for launching a new annual giving program. He’ll talk budgets, return on investment and projecting long-term value.

For those further along in their programs, Carl and Luke will compare members to donors; explore the synergies and competition for subscribers and ticket-buyers and how to deal with ‘transactional’ vs. ‘mission-oriented’ supporters. He’ll also touch on renewal rates, upgrades, monthly sustainer programs and winning creative.

All participants in this lively exchange will come away with real-world examples and action items they can take back to their organizations: What a 5-year acquisition plan should look like, how to incorporate the Internet into direct mail campaigns, how benefits and acknowledgements should be used...and more!

Carl Bloom has over 45 years of direct marketing experience that includes work in all types of media. He has held positions as Director of Membership at Public TV Station WNET/Channel 13 in New York, Circulation Manager of Redbook and McCall's Magazines, Direct Marketing Manager of Crowell, Collier & Macmillan's Home Study Schools and Vice President of Marketing at National Journal in Washington, D.C. Carl held the position of Adjunct Professor of Direct Marketing at Baruch College in New York City, has written many articles for publications in the direct marketing field and is a frequent speaker at industry conferences and events.

PRESENTERS:

Ralph Weeks, Director of Marketing and Public Relations, Walnut Street Theatre

Michael French, Public Relations Manager, American Musical Theatre of San Jose

MEDIA PARTNERSHIPS: Working with Today’s Media to Encourage Participation (D16/M12)

Traditional relationships with newspapers, magazines, online publishing, radio and television have changed.  We may have more tools to reach our audiences, but choosing media elements that are effective and affordable is more difficult.  News stories are event driven. Space is scarce.  Online coverage has pixilated.  There are no “one-stop” shops.  As arts institutions have become more departmentalized, it is more important than ever for us to create consistent messaging that encourages audience participation.  Marketing and public relations departments must have the same goal:  Inspiring audiences to act.  New media wants response mechanisms too.  This session looks at ways to work with today’s media through partnerships, sponsorships and special events.  How do we create a synergy that creates excitement for us all?

LEARNING OBJECTIVES:

• Telling your story, making your case
  
• Getting buy-in from your artists and your community
  
• No-cost guerilla marketing, cross-cultural partnerships and arts-based tie-ins
  
• Reaching out to new audiences through innovative and grass roots efforts
  
• How can you use your ad buy to leverage visibility?   
  
• Creating media sponsorships
  
• Providing results that matter to your partners
  

Ralph Weeks started his career working with Marshall Mason and Rod Marriott at Circle Repertory Company in New York City.  He was then hired to become the Director of Marketing at Playwrights Horizons with Andre Bishop as Artistic Director.  He moved down to Wall Street and worked for the infamous Ivan F. Boesky before moving on to the world of subscriptions and National Thrift News, helping to re-brand the institution and build the company’s product line.  It was later purchased by Faulkner and Gray, and Ralph was brought on board as a marketing analyst.  He was promoted to the Director of Marketing for the Accounting and Business Strategy divisions and later added the Banking division to his product management line, which included newspapers, magazines, CDs, business conferences and more.  Returning to theatre in 1998, he became Marketing Director for The Pasadena Playhouse and has been Director of Marketing at the Walnut Street Theatre since 2003.

PRESENTERS:

Ralph Weeks, Director of Marketing, Walnut Street Theatre

Phil Miller, President, DCM

Live Marketing for Live Performances (D19/M14)

Marketing is filled with difficult conversations.  It succeeds when we stop treating people like one-night stands and find a way to build a lasting relationship.  How do we meet new people? How do we get over our fear of rejection?  How do we tell our story?  

Our art forms invite people to participate in live art, but too often our marketing efforts take out the live elements necessary to build lasting customer relationships. Communicating live is our art form. This panel includes telemarketing and telefundraising representatives, plus box office staff. It’s your opportunity to hear from people on the front lines about what works and what doesn’t as well as what patrons are saying.

LEARNING OBJECTIVES:

• Develop ambassadors that improve services and generate sales
  
• Increase sales through in-bound calling
  
• Generate good will through personal phone contact
  
• Ask your customer on a date
  
• Create buzz about events and performances
  
• Build community tie-in’s that go beyond PR
  
• Produce events that support your mission and increase sales
  
• Take the relationship to the next level
  
• Develop new products to meet market demand
  

PRESENTER:

Donna Williams, Chief Audience Development Officer, The Metropolitan Museum of Art

Audience Development -- Impacting and Integrating Your Communities! (M18)

Strengthen your efforts to build a more inclusive organization by attending this session.  What are the goals, methods and measuring tools of a successful program?   Building more multicultural and multigenerational audiences by making personal connections, using the media in innovative ways, and partnering with diverse organizations are just some of the topics that will be covered.

Donna Williams is chief audience development officer for The Metropolitan Museum of Art where she developed the Multicultural Audience Development Initiative, the College Group at the Met, and the Mentoring Program. Donna cultivates and maintains the Museum’s relationships with diverse communities and college-age audiences. She has also assembled two key advisory committees consisting of Museum Trustees, staff, and representatives from multicultural organizations and local colleges and universities facilitating a dialogue between the Museum and all of its constituencies.

Ms. Williams is a member of ArtTable, Inc. serves on the NY Theatre Development Fund and has served on the board of the Mid-Atlantic Association of Museums. For her extensive work in diversity, Donna has been honored with the NBA New Jersey NETS Achievement Award, One Hundred Black Men’s Robert Mangum Leadership Award, and a proclamation from the City of New York .

Ms. Williams is the media spokesperson for the Museum on the topic of diversity in the Arts and lectures at many organizations, universities, and conferences, including the World Conference for Cultural Management in Vienna .

Donna holds degrees in music and education.

Special Events and their Role in Cultivation, Stewardship & Fundraising (D6)

This session will examine the integral role that special events play in an organization's development program and how fundraising professionals can make the most of events to cultivate and steward donors, and implement best practices in the execution of fundraising events to ensure success.

Tim Whalen is the Director of Development at American Conservatory Theater, San Francisco's flagship non-profit theater company and nationally renowned actor training conservatory. Recognized as one of the City's leading performing arts organizations, A.C.T. is in the final phase of a $30 million campaign to establish the theater's first-ever endowment. Prior to joining A.C.T. in 2005, Mr. Whalen was the Director of Development at Cal Performances, the performing arts presenter at UC Berkeley. He has over 15 years of development experience with cultural organizations in the Bay Area including the Asian Art Museum of San Francisco and KQED Public Television and Radio."