Conference-at-
a-Glance
March 13, 2010: Patron Technology's E-marketing E-mersion E-vent – Arts Reach Edition
March 14-15, 2010: Regular Conference
3 Tracks!
Marketing,
Development
and Theater!
March 16, 2010:
Making the Case Day, Presented by Kay Sprinkel Grace
March 16, 2010:
Arts Pricing Day,
Presented by TRG Arts
 
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Regular Conference, Sunday, March 14 to Monday, March 15
Sunday, March 14 Schedule
- Registration: 9:30 - 10:00 a.m.
- Opening Plenary Begins: 10:00 a.m.
- Networking Reception Ends: 5:30 p.m.
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Monday, March 15 Schedule
- Sessions Begin: 9:15 a.m.
- Closing Reception Ends: 4:30 p.m.
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Agenda At-a-Glance: Sunday, March 14, 2010
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DAYLIGHT SAVINGS TIME BEGINS:
Please remember to move clocks forward an hour.
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Program and speakers subject to change.
TRACK CODES: M=Marketing / D=Development / T=Theater
Agenda At-a-Glance: Monday, March 15, 2010
Breakouts during the Regular Conference will follow THREE TRACKS, with at least one breakout at any given time as part of the Arts Marketing Track, the Arts Development Track and the Theater Track. Delegates may follow a single track or "jump the track" as they please.
The break-out sessions of the theater track will contain a theater component, but may not be devoted exclusively to theater issues. While all conference sessions contain valuable information for all delegates, theater professionals might want to pay special attention to these offerings.
TRACK CODES: M=Marketing / D=Development / T=Theater
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Opening Plenary Session
Sunday, March 14, 2010 / 10:00-11:15 AM / AGENDA
The Excellence Barrier: Why arts organizations need to stop selling the idea of excellence and start brokering relationships between people and art(ists)
PRESENTER:
Diane Ragsdale, Associate Program Officer for the Performing Arts, The Andrew W. Mellon Foundation
Taking her inspiration from the tremendously successful Slow Food movement and applying its principles to the arts field, Diane Ragsdale lays out a framework for how arts and cultural organizations can shift their value proposition in relationship to their communities. She asserts that arts organizations may need to make this fundamental shift if they want to move forward and flourish in the next decade and beyond.
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Diane Ragsdale has served as Associate Program Officer for the Performing Arts at The Andrew W. Mellon Foundation since 2004. Annual giving in the PA program has averaged approximately $28.5 million since 2004. Prior to the Foundation, Ragsdale was managing director of On the Boards in Seattle, a leading presenter of contemporary performances from around the world, and as executive director of a destination music festival in a small resort town in Idaho. She has worked on several major festivals, including: Bumbershoot, the largest urban performing and visual arts festival in the United States; WOMAD USA, Peter Gabriel's festival of world music, art and dance; and the Sundance and Seattle film festivals. She has provided consulting to nonprofits and for-profits in the areas of marketing, communications, and planning. She has lectured at universities and colleges and worked professionally as an actor, director, and producer. In 2002 she was one of 40 arts leaders in the US to receive a fellowship to attend the inaugural Executive Program for Nonprofit Leaders at Stanford University's Graduate School of Business. Ragsdale earned a B.S. and B.F.A. from Tulane University, and an M.F.A. from UMKC. She is a frequent keynote speaker and panelist at conferences in the US and abroad and has published articles in field journals. Her article, Recreating Fine Arts Institutions, was published in the Fall 2009 issue of the Stanford Social Innovation Review.
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Sunday, March 14, 2010 / 1:50 - 2:40 PM / AGENDA
It’s Not You, It’s "We”
How Development and Marketing can work together on a new approach to patron relationships (D/M)
PRESENTERS:
Thomas Cott, Director of Marketing, Alvin Ailey American Dance Theater
Amanda Nelson, Deputy Director of Development, Alvin Ailey American Dance Theater
When it comes to developing a deeper relationship with your ticket buyers and donors, are you standing in your company’s way?
Often Development and Marketing staffs work independently of each other to communicate with the same customer base. Also, both departments typically send communications from the organization’s point of view, without thinking enough about the customers’ needs or interests.
It’s time for the arts to take a fresh approach -- one that puts patrons front and center, using tools such as Web 3.0, social media, and mobile technology to do it. In this session, hear how the Development and Marketing departments at Alvin Ailey American Dance Theater are collaborating on a new patron engagement initiative that takes a holistic approach to their customer base. The presenters will also discuss ways their project can be adapted by organizations of any size.
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Over the last 26 years, Thomas Cott has played a variety of roles -- including producer, artistic director, marketer and management consultant -- at some of New York’s leading performing arts organizations. He was a founding staff member of Lincoln Center Theater, where he marketed 100+ shows over 18 seasons. More recently, he worked on the reinvention of two other Lincoln Center constituents, The Metropolitan Opera and New York City Opera. In 2008, Mr. Cott joined Ailey, where he oversees sales and marketing for its performances in New York, Atlanta and Miami; the U.S. and international tours of the main company and Ailey II; and Ailey’s extensive educational programs.
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Amanda Nelson joined the Ailey organization in 2002. She is currently Deputy Director of Development. In this role, she oversees Ailey’s individual giving programs, government relations, corporate sponsorships and foundation support. Prior to joining Ailey, she worked in both the corporate and nonprofit sectors. Past positions include: Marketing Manager at IBM, where she was part of a Web marketing strategy team for the Lotus software brand; Program Specialist at the non-profit Girls Incorporated, where she designed and implemented arts programs for inner-city girls; Outreach and Marketing at Young Audiences of the Bay Area, where she promoted arts awareness to families; and lecturer at Tufts University, where she taught acting and public speaking. Amanda holds a Ph.D. in Drama from Tufts University. |
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Monday, March 15, 2010 / 9:15 - 10:05 AM / AGENDA
Career Paths to the Top Arts Development Positions (D/T)
MODERATOR:
Tobie S. Stein, Director of the Graduate Program in Performing Arts Management at Brooklyn College, The City University of New York
PANELISTS:
John Holden, Senior Director of Institutional Giving, New York City Center
Jennie Greer, Director of Advancement, New Dramatists
Jaynie Saunders Tiller, Associate Director of Development, Alliance of Resident Theatres/New York (A.R.T./New York)
The need for well-trained arts development professionals is essential to the field. What do the career paths of top and emerging arts development leaders look like? What type of skill sets do they have and what type of training did they receive? How do they continue to hone their skills? Moderated by Tobie Stein, director of the MFA Program in Performing Arts Management at Brooklyn College, and author of Performing Arts Management, A Handbook of Professional Practices, a panel of top and emerging leaders in arts development share their advice for creating a successful career path in arts development.
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Tobie S. Stein, Ph.D. holds the Koppelman Professorship at Brooklyn College, The City University of New York. She is the director of the graduate program in performing arts management at Brooklyn College, The City University of New York. She is the author of three books: Performing Arts Management: A Handbook of Professional Practices (co-authored with Jessica Bathurst, Allworth Press, 2008); Boston’s Colonial Theatre: Celebrating a Century of Theatrical Vision (Colonial Theatre, 2000) and Workforce Transitions from the Profit to the Nonprofit Sector (Kluwer Press 2002). Her articles focusing on executive coaching, workforce development, career transition, and diversity have appeared in the Journal of Arts Management, Law and Society, National Business Employment Weekly, New York Newsday, and The Wall Street Journal. Her work has been profiled in American Theatre, DramaBiz, Variety, Boston Globe, Boston Herald, and Boston’s Playbill.
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Jennie Greer is the Director of Advancement at New Dramatists where she oversees development, communications, and planning. She previously served as Director of Development for three and a half years. In the interim, Jennie worked at Signature Theatre Company as the Director of Theatre Advancement. In that position, she oversaw development and marketing strategies, as well as the implementation of a new branding and communications campaign. She has also served as the Executive Director for The New Harmony Project, an Indiana-based organization dedicated to developing new works for theatre, film, and television. In addition to her work at New Dramatists, Jennie is the development consultant for Soho Rep, an advisory board member for Ripe Time and America-in-Play, a member of New Georges’ Kitchen Cabinet, and on the Brooklyn College Alumni Committee. She is a proud graduate of the University of Evansville Department of Theatre and the MFA Performing Arts Management program at Brooklyn College, where she teaches a graduate fundraising class. She is married to Simon Kendall and they live in Brooklyn. |
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John Holden has served as the Director of Institutional Giving at New York City Center for four years, where he is responsible for all corporate, foundation and government fundraising. Prior to joining City Center, he held various positions at Signature Theatre Company, Actors Studio Drama School at New School University and the Shakespeare Theatre of New Jersey. At Signature, John oversaw all fundraising activities during a period of rapid growth for the organization and coordinated a successful capital campaign. He holds his MFA in Performing Arts Management from Brooklyn College, BA from Drew University and is a frequent guest lecturer on fundraising at Brooklyn College.
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Jaynie Saunders Tiller is the Associate Director of Development for the Alliance of Resident Theatres/New York (A.R.T./New York), which is the service and advocacy organization for New York City’s not-for-profit theatres. In May 2009 she graduated from Brooklyn College with her M.F.A. in Performing Arts Management. As part of her graduate studies she worked at Brooklyn Academy of Music, New Dramatists, and the Princess Grace Foundation. Previously she worked for five years in the artistic office of Dallas Theater Center as the artistic coordinator, local casting director, and co-producer of the Fresh Ink Series, which was comprised of readings and workshop productions focusing on new works. Originally from Houston, Texas, Jaynie holds a B.F.A. in Drama Performance and a B.F.A. in Musical Theatre Performance from The University of Oklahoma.
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Sunday, March 14, 2010 / 2:45 - 3:30 PM / AGENDA
Audience Development -- Impacting and Integrating Your Communities! (M/T)
PRESENTER:
Donna Walker-Kuhne, President of Walker International Communications Group
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 Walker-Kuhne, will share case studies on the application of marketing tools to build diverse audiences. The presentation will include strategic marketing for theaters, museums, opera and dance companies.
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Since 1984 Ms. Walker-Kuhne has been President of Walker International Communications Group. She conducts seminars and workshops while providing marketing consultation services to arts organizations, performing and visual artists, dance companies, Broadway and off Broadway productions, and non-profit groups. Among her clients are major multicultural performing arts organizations including, The Alvin Ailey American Dance Theater, New York City Opera, Three Mo' Tenors, The Montclair Art Museum,The Cherry Lane Theater, Lower Manhattan Cultural Center, Otis Salid, Intar Carlota Santana Flamenco Vivo, Carribbean Cultural Center, The Apollo Theater, WNYC Radio, the Arts and Business Council, and Dance USA. She was recently an Associate Producer for the critically acclaimed production of George C. Wolfe’s Harlem Song at the world-famous Apollo Theater. She was honored in 1998 as the first American invited by the National Arts Council of Singapore to teach a week-long marketing workshop. In 2003 she was the first American invited by the Australian Council on the Arts to do a three-city lecturing tour on the topic: Ethnic Diversity for Arts Organizations, and again in 2007 on a six city tour lecturing on the same topic. In 2004 she was honored with the Pioneering Women in Theater award by the Black Public Relations Society of Greater New York , proclamation from the Manhattan Borough President, C. Virginia Fields, City Council Citation from Brooklyn Council member Yvette Clarke and Certificate of Recognition from 11th Congressional District, Brooklyn from Member of Congress, Major R. Owens. |
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Sunday, March 14, 2010 / 1:50 - 2:40 PM / AGENDA
Measuring the Success of Your Social Networking Strategy (M)
PRESENTER:
Vince Ford, Director of New Media, New York Philharmonic
This session will explore ways to measure your success on Facebook and
Twitter - beyond ticket sales, and discuss tools and methods to support a
framework for ongoing analysis and improvement.
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As an expert in the fields of arts and technology, Vince Ford has a long history in both disciplines that he strives to blend together in a fresh and meaningful way. Currently based in New York City as the Director of New Media for the New York Philharmonic, Vince is well positioned at the center of the performing arts to develop a new digital-distribution model for the industry. Since the mid- 1990¹s, Vince has worked in various capacities of web and New Media. His roles and responsibilities have included managing and developing business critical internet and intranet sites as well as strategic technology planning as a Web manager and as an Interactive Technology Director.
In 2007, Vince completed his MBA at Emory's Goizueta Business School with a focus in business strategy and marketing, and most recently, Vince developed the role of Director of Technology and New Media for the Atlanta Symphony Orchestra. Now finding his home at the New York Philharmonic, Vince is responsible for planning and developing strategic New Media products that help expand the Philharmonic's global reach to further engage existing audiences, develop new audiences, and generate earned and contributed revenue.
As for his love of the arts, Vince has a lifetime of experiences that include: piano lessons at age 6, French horn studies as an undergraduate at the University of Georgia, and freelance horn playing in Atlanta for 10 years. With a proven record of successful technology project management and participation in the arts, Vince¹s ambition is to use his unique combination of business acumen, technological experience, and artistic expression to help lead and develop a sustainable digital future for the
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Monday, March 15, 2010 / 9:15 - 10:05 AM / AGENDA
The Keys to Killer Communication: Five Tips for Getting Your Marketing Message Delivered and Understood (M)
PRESENTER:
Henry Ruddle, President, Ruddle Creative
With thousands of dollars at stake, marketing and advertising materials must communicate clearly and effectively. Everyone involved with planning, writing and designing brochures, mailers, and ads should know the Keys of Communication. This webinar includes real-life examples of mistakes and successes based on real-life consultations between Henry Ruddle and arts organizations of all types and sizes throughout the country. Are you telling your audience what they need and want to know clearly and appealingly? Can your audience quickly and easily find crucial decision-making details? Is your marketing committee or graphic designer making things worse? These questions and more will be answered.
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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 occasionally 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.
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Sunday, March 14, 2010 / 2:45 - 3:30 PM / AGENDA
Cut Costs and Still Be Fabulous with Brochures That Sell (M/T)
PRESENTER:
Henry Ruddle, President, Ruddle Creative
Find out how a fresh look at your brochures -- plus a little extra effort -- will reap big rewards in 2010. We'll take an in-depth look at real life examples of revamped designs that saved big bucks with better response rates. See how a performing arts center saved $18,000. Learn how you can cut printing costs by up to 30% and creative costs by up to 50% -- and get better work done to boot!
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Henry Ruddle founded Ruddle Creative, Inc. in 1988, and in addition to the information in his first bio above, he has brokered and managed thousands of printing and mailing projects, and worked with hundreds of freelance writers and designers. His focus has always been on finding the best value; that is, the optimal combination of quality, price and service.
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Monday, March 15, 2010 / 2:25 - 3:15 PM / AGENDA
Reinventing Your Future: Tools to Help Your Entrepreneurial Thinking (M/D)
PRESENTER:
Dorothy Chen-Courtin, Principal, Marketing & Management Associates for Nonprofits
Cultural organizations had always survived and thrived based on their creative thinking and actions. After all, creativity and innovation had always been the DNA of successful cultural enterprises. At this session, some tried and true creative thinking tools tested and used by innovative for-profit sectors will be introduced to help you reinvent your thinking for the future. Participants will be encouraged to share their successes and challenges in their attempt to reinvent the future of their organizations. It is hoped that at the end of the session, participants will be better armed with answers to the why's and how's in their entrepreneurial thinking process.
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Dorothy Chen-Courtin is the founder and principal of Marketing & Management Associates for Nonprofits, a ten-year old management consultancy that adapts and applies best practices from the for-profit sector for the benefit of non-profit clients. Dorothy works with regional and national foundations, arts commissions and arts councils, as well as cultural, educational, and human services organizations and museums. Projects she had worked on include strategic planning with expansion or right-sizing objectives; organization and operations assessment; marketing, audience development and communications research and planning, as well as the implementation of institutional strategy. She writes and speaks frequently on non-profit strategy, management and marketing issues, nationwide.
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Sunday, March 14, 2010 / 11:30 AM - 12:20 PM / AGENDA
Monday, March 15, 2010 / 10:10 - 11:00 AM / AGENDA
Marketing in Motion - Creating Powerful Media to Promote the Performing Arts (M/T)
PRESENTER:
Mark Ciglar, Founder and Creative Director of Cinevative
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.
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Mark Ciglar is founder and Creative Director of Cinevative, a production studio specializing in the creation of marketing media for the performing arts. He has produced and directed over a hundred commercials and other new media projects for some of the most prestigious performing arts organizations in the country. Before forming Cinevative in 2000, Mr. Ciglar worked as a freelance director and motion graphics designer, earning 12 of the commercial production industry's highest awards. His clients include Center Theatre Group. Arena Stage, La Jolla Playhouse, Geffen Playhouse, The Old Globe, Kansas City Repertory and many others. His work can be seen at www.cinevative.com. |
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Monday, March 15, 2010 / 1:30 - 2:20 PM / AGENDA
Now That You Have Them, How Will You Keep Them? (D/T)
PRESENTER:
Kay Spinkel Grace, CFRE, Founder, Transforming Philanthropy
If we have learned one thing during this recession, it is that loyal donors keep giving. If we have built a relationship with our investors, they stick by us -- their giving may decline, but they offer what they can. Donor stewardship -- the ongoing relationship with a donor after the gift has been made -- is one of the most neglected aspects of the development cycle. We put all our energy into getting the gift, and little into retaining it (unless people are major donors -- then they get our attention). Kay Sprinkel Grace will share with us her years of experience in building stewardship programs, tips on getting in touch with all donors, not just major donors, and how to sustain your stewardship levels even when budgets are tight.
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Kay Sprinkel Grace, CFRE, is an internationally acclaimed independent consultant, speaker, facilitator, and writer. She has worked as trainer or consultant to thousands of nonprofit volunteers and professionals in the areas of board and staff leadership, planning, and capital and annual fundraising. She is the author of Beyond Fund-Raising and the coauthor of High-Impact Philanthropy, as well as the author of The Ultimate Board Member's Book, Over Goal: What You Must Know to Excel at Fundraising Today, and Fundraising Mistakes That Bedevil All Boards (and Staff Too). |
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Monday, March 15, 2010 / 11:10 AM - 12:00 PM / AGENDA
Mail-Phone Fundraising: An Integrated Approach to Annual Funds (D)
PRESENTERS:
Phil Miller, President, DCM
Jamie Clements, President, NPO Direct Marketing
Willard E. White, Senior Consultant and Co-leader, Arts & Culture Practice Group, Marts & Lundy
While building your social media strategies, don’t shortchange the two pillars of your annual fund program – direct mail and telemarketing. They continue to yield the vast majority of your contributed revenue, especially when done right and in concert. This session will present a detailed fundraising model that integrates direct mail and telemarketing to maximize annual fund revenue and minimize program costs. Actual results from arts organizations nationwide will be shared with session participants along with lead matrices, solicitation strategies, and sample appeals.
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Phil Miller, President of DCM, is one of the most knowledgeable and experienced telemarketing professionals for non-profit organizations in the country. Since 1985, he has worked in virtually every capacity of telemarketing and telefundraising for the arts, starting as a caller, and working his way up through the ranks. He has been involved in designing and implementing a wide range of telemarketing and telefundraising campaigns for many major non-profits across the country. He has written articles for various trade journals and been a speaker and panelist at conferences and seminars. Phil has a deep, personal commitment to the arts and an extensive knowledge and understanding of how non-profits work. He founded DCM in 1997. |
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Jamie Clements is Founder, President and Creative Director of NPO Direct Marketing, Inc., an award-winning agency that specializes in direct mail, telemarketing, and member/donor programs for cultural nonprofits. Mr. Clements has more than twenty-five years of experience in marketing and fundraising for nonprofits, and his firm has worked with more than 200 organizations nationwide since 1987. He has directed thousands of direct mail and telemarketing campaigns, and is a frequent speaker on direct marketing and membership at professional conferences. Before NPO, Mr. Clements served as Membership Manager for the San Francisco Symphony, and Vice President for a marketing firm in Texas. Mr. Clements is a graduate of Princeton University.
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Willard White joined Marts & Lundy in 2004, bringing with him thirty years experience in the nonprofit sector as college teacher, fundraiser, senior manager and fundraising consultant. At Marts & Lundy, Willard serves on the firm’s Board of Directors and as Co-Leader of the Arts & Culture Practice Group. Willard joined the Campaign staff at the University of Chicago in 1976, and served as executive director of development for Illinois Institute of Technology, and vice president for institutional advancement at The Field Museum of Chicago. At these institutions, Willard helped design and execute fund drives that realized over $900 million in total gifts from private sources.
In 1991, Willard was recognized by the Association of Fundraising Professionals with the Benjamin Franklin Award for career success in development. In 2001, Willard was elected to the board of the Illinois Humanities Council and serves on the Council’s Executive Committee. Willard was elected to the Marts & Lundy Board of Directors in 2007 and also joined the Board of Governors of the Yemen College of Middle Eastern Studies, Sana’a, Republic of Yemen
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Sunday, March 14, 2010 / 2:45 - 3:30 PM / AGENDA
Finding and Fixing What’s Broken (M/D)
PRESENTER:
Paul Papich, Senior Vice President of Concept Development, SD&A Teleservices, Inc.
In this session, your organization’s financial and other difficulties will be reframed. We will pose four questions regarding your business model (assuming that it isn’t working well for you of late): can it be fixed?; who should fix it?; how can this be done?; and when should the task be undertaken? Solutions will be suggested and a new model offered to fit your organization’s needs.
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Paul Papich is senior vice president of concept development for SD&A. Before assuming his current position, Paul served as the company’s president for more than 10 years. Prior to this he held executive level development positions at the Baltimore Museum of Art and Detroit Symphony Orchestra. At the DSO, Paul oversaw one of the largest orchestra development programs in America: he more than doubled the annual fund, completed a hall restoration campaign, authored two highly successful endowment campaigns, and managed the largest deficit-retirement campaign in orchestra history. Altogether, he helped to raise more than $150 million for the DSO. Paul holds a Ph.D. in psychology from Wayne State University in Detroit. As a professor, he taught undergraduate and graduate courses at both Wayne State University and the University of Michigan-Dearborn.
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Monday, March 15, 2010 / 2:25 - 3:15 PM / AGENDA
Research Into Action: Pathways to New Opportunities (M)
PRESENTER:
Tom Kaiden, Chief Operating Officer of the Greater Philadelphia Cultural Alliance
Despite the many challenges facing cultural organizations in the early 21st century, this new research points to multiple opportunities to grow arts participation. The Greater Philadelphia Cultural Alliance's Research Into Action report represents two years of quantitative and qualitative research across five studies, all digested into 10 easy-to-follow, but sometimes surprising megatrends.
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Tom Kaiden is the Chief Operating Officer of the Greater Philadelphia Cultural Alliance. Tom leads the Alliance’s activities in the areas of planning, marketing, membership, finance and administration. He is the chief architect of Engage 2020, a four-year, $6 million marketing and civic engagement initiative focused on doubling cultural participation in Greater Philadelphia by 2020.
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Monday, March 15, 2010 / 10:10 - 11:00 AM / AGENDA
Artistic Vision, Development Priorities, Marketing Direction: Turning Potential Tension into Productive Teamwork (M/D)
MODERATOR:
Kay Sprinkel Grace, Founder, Transforming Philanthropy
PRESENTERS:
Lowery Sims, Curator, The Museum of Arts and Design
Liz Samurovich, Director of Marketing and Visitor Services, The Museum of Arts and Design
Judith Kamien, Director of Institutional Giving, The Museum of Arts and Design
Whether you are in the performing or the visual arts, this session addresses the most important internal collaboration arts organizations must achieve. The Museum of Arts and Design, formerly the American Craft Museum, has figured it out. Join Lowery Sims, Judith Kamien and other team members from MAD for a lively session sharing how they do it, and answering your questions.
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Kay Sprinkel Grace, CFRE, is an internationally acclaimed independent consultant, speaker, facilitator, and writer. She has worked as trainer or consultant to thousands of nonprofit volunteers and professionals in the areas of board and staff leadership, planning, and capital and annual fundraising. She is the author of Beyond Fund-Raising and the coauthor of High-Impact Philanthropy, as well as the author of The Ultimate Board Member's Book, Over Goal: What You Must Know to Excel at Fundraising Today, and Fundraising Mistakes That Bedevil All Boards (and Staff Too). |
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Lowery Stokes Sims is Curator at the Museum of Arts and Design. From 2000-2007 Sims was executive director then president of The Studio Museum in Harlem and served as Adjunct Curator for the Permanent Collection. Sims was on the education and curatorial staff of The Metropolitan Museum of Art from 1972-1999. A specialist in modern and contemporary art she is known for her particular expertise in the work of African, Latino, Native and Asian American artists. She has published extensively and her research on the work of the Afro-Cuban Chinese Surrealist artist Wifredo Lam was published by the University of Texas Press in 2002. In 1997 she organized a survey of the work of Richard Pousette-Dart at The Metropolitan Museum of Art. Sims has lectured nationally and internationally and guest curated numerous exhibitions most recently at the National Gallery of Jamaica, Kingston, Jamaica (2004), The Cleveland Museum of Art and the New York Historical Society (2006). She is the editor and an essayist for the catalogue of the National Museum of the American Indian’s 2008 retrospective of Fritz Scholder. In 2003-04 Sims served on the jury for the memorial for the World Trade Center and between 2004 and 2006 served as the chair of the Cultural Institutions Group, a coalition of museums, zoos, botanical gardens and performing organizations funded by the City of New York. Sims was a fellow at the Clark Art Institute in spring 2007. In 2005 and 2006 she was Visiting Professor at Queens College and Hunter College in New York City and in fall 2007 Visiting Scholar in the Department of Art at the University of Minnesota, Twin Cities.
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Liz Samurovich is the Director of Marketing and Visitor Services at the Museum of Arts and Design. Her 25 years’ experience in brand and identity development bridges the for-profit and not-for-profit sectors. For Ogilvy & Mather and Young and Rubicam, she served as a global media expert for such clients as IBM, American Express, Revlon, and AT&T, bringing their brands to new audiences and markets and traveling worldwide to develop her clients’ programs. Core areas of her expertise are brand building and brand re-launches; most recently, she accomplished both for Symphony Space and the Museum of Arts and Design, fostering the development of a comprehensive identity program for each institution and with those, commensurate increases in earned income. Samurovich also built the Museum’s Visitor Services program from the ground up in its new home at 2 Columbus Circle, creating an accessible and inviting visitor experience designed to appeal to audiences from all over the world. Her private clients include a diversity of small businesses in the fashion, photography, and accessories sectors, as well as grass-roots community organizations.
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Judith Kamien is the Director of Institutional Giving at the Museum of Arts and Design. She has 20 years’ experience developing, implementing, and managing comprehensive giving programs for a wide variety of not-for-profit organizations. Kamien began her development career at New York’s legendary 92nd Street Y, and quickly moved into consulting, establishing herself as an advisor to emerging New York City cultural organizations. In 2002, she joined the staff of the Museum of Arts and Design—then the American Craft Museum—where, over the past eight years, she has helped grow the organization’s budget from $3 million to almost $9 million; overseen the growth of the Museum’s contributed income program from $1.5 million to $5 million; and played a major role in the Museum’s move to 2 Columbus Circle and its success in its first year. In the past five years, Kamien also served as the first development director of the Museum of Biblical Art and as the development director at Symphony Space. She is recognized for her expertise in donor cultivation and relations, as well as for her experience in strategic planning and advancement; crisis and transition management; budget development and oversight; program assessment and analysis; and board and staff cultivation. Reflecting her ongoing commitment to leveling the playing field among not-for-profit organizations, Kamien advises pro bono a stable of start-up and small clients ranging from independent schools to social service organizations to cultural organizations, helping them develop and professionalize their operations. |
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Monday, March 15, 2010 / 9:15 - 10:05 AM / AGENDA
Push and Pull: Balancing Discounts, Perks, and Freebies Against the Bottom Line (M/D)
PRESENTERS:
Alisa Martin, Manager of Marketing & Visitor Services Manager, Brooklyn Museum
William D. Cary, Membership Manager, Brooklyn Museum
Making the right offer to the right person at the right time in the right way can be tricky! Agreeing with other staff members on how to offer discounts, perks and freebies is often equally challenging. Attend this lively sessions and find out answers to these questions and more:
- When do you say “yes” to suggestions from other staff members for discount offers?
- How do you keep “member” or “subscriber” status special within a community-focused organization?
- Why is it important to manage audience expectations?
- How can an organization implement a “suggested” admission policy?
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Alisa Martin has led the Brooklyn Museum's "visitor-centered" branding and strategic implementation efforts since she joined the Museum in 2001. With corporate and arts marketing experience and a consulting background in research design, organizational development, and service quality delivery, Alisa is uniquely qualified to lead the Museum's first merged Marketing and Visitor Services department. |
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Will Cary is the Membership Manager at the Brooklyn Museum. In addition to making sure all Brooklyn Museum Members get the most out of their Membership, he also developed the new 1stfans Membership program in order to grow the Museum’s community of supporters. Before joining the Brooklyn Museum in January 2008, Will worked at the Metropolitan Museum of Art, the Whitney Museum of American Art, and the Sterling and Francine Clark Art Institute. Will graduated from Williams College with a degree in Art History and Economics.
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Sunday, March 14, 2010 / 11:30 AM - 12:20 PM / AGENDA
E-mail Marketing: The Least Sexy (but Most Effective) E-marketing Tool Out There (M)
PRESENTER:
Greg O'Neill, Patron Technology
If you are doing e-mail marketing now, you know it wins hands down when it comes to motivating site visits, e-commerce transactions, and donations. But all too often, marketers now take e-mail for granted and don't keep up with the latest tips and techniques to build lists, target campaigns, and get the best open rates. This advanced e-mail marketing session offers up case studies and specific how-to tips you can use right away to make sure you're getting the best results. We'll also remind you about the basics of the CAN-SPAM law so you can make sure your organization is following all e-marketing laws and best practices.
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Greg O'Neill holds an MA in Theatre Arts from San Francisco State University. He has been involved in theatre since childhood, as an actor, a writer, and a producer — having produced and starred in three one-man shows in San Francisco and Los Angeles. He also has an extensive background in sales and marketing, including two years in the Advertising & Marketing Dept. of Better Homes & Gardens and one year in the Sales & Marketing Dept. of Veranda magazine. This combination of artistic and business achievements gives Greg a unique perspective on arts and non-profit marketing.
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Monday, March 15, 2010 / 10:10 - 11:00 AM / AGENDA
Monday, March 15, 2010 / 11:10 AM - 12:00 PM / AGENDA
The Brave New World of Ticketing (M/D/T)
PRESENTER:
Gretchen Shugart, CEO, TheaterMania.com
Robert B. Friend, Vice President, Sales & Marketing, Choice Ticketing Systems
Sam Rossi, Director of Ticketing and Patron Services, Queens Theatre in the Park
Tania Camargo, Executive Director of Soho Rep
Ticketing is changing at a dizzying pace. What exactly does the ticket buyer want from the ticket-buying experience? What exactly do arts organizations need from the ticketing system, and how will those needs change in the future? Going forward, what is the optimal way to meet the needs of multiple customer segments and multiple internal stakeholders? Stay ahead of the customer service curve by getting the straight scoop from these seasoned professionals.
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Gretchen Shugart is CEO of TheaterMania.com, Inc., which owns and operates OvationTix, a web-based ticketing system used by hundreds of arts organizations and events nationwide, and www.theatermania.com, an editorial website that markets and promotes theater and the performing arts in the U.S. Prior to joining TheaterMania, Gretchen had an 18 year career in finance and investment banking focusing on the media and telecommunications industries. Ms. Shugart has Bachelor of Science degrees in Management and Economics from New York University’s Stern School of Business, and serves on not-for-profit and foundation boards, including the Union Square Partnership, the National Corporate Theatre Fund and the Maurer Family Foundation.
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Robert B. Friend has extensive experience in strategic and financial business operations with significant expertise in fundraising, marketing, sales and technology. He has over twenty-five years of professional leadership in the non-profit and commercial performing arts, sports and arts technology industries and has worked with and consulted for entertainment organizations throughout the North America assisting them in strengthening their financial base through enhanced audience development, marketing, fundraising and technology-based services and initiatives.
Robert currently serves as the Vice President of Sales and Marketing for Choice Ticketing Systems, a leading provider of enterprise-wide ticketing, marketing, fundraising and database solutions for the commercial and non-profit entertainment industry. He is an Adjunct Lecturer for both the Brooklyn College Graduate Training Program in Performing Arts Management and the graduate program at the University of North Carolina School of the Arts where he teaches the course Advanced Marketing Strategies for the Performing Arts. He also serves as a principal consultant for Strategic Entertainment Group focusing on fundraising, marketing, sales and technology strategies for the entertainment industry.
He has served as Executive Director for the Mohegan Wolves of the Arena Football2 League, as Executive Director of Young Audiences of Connecticut, as Director of Institutional Advancement for the Garde Arts Center in New London, Connecticut, as the Director of Marketing and Operations for the California-based Tony Award-winning La Jolla Playhouse, and as Associate Director of Marketing for Connecticut’s Tony Award-winning Long Wharf Theatre. Robert is a graduate of Emerson College in Boston, Massachusetts and currently serves as the President of the Emerson College Alumni Association. He resides in Madison, Connecticut with his wife Maribel and their three children – Alyssa (10), Brianna (9) and Teddy (8).
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Sam Rossi, Director of Ticketing and Patron Services: Mr. Rossi has worked with Queens Theatre in the Park since 1996. He has held positions as Director of Audience Development at the McCarter Theatre Performing Arts Center, Princeton, NJ; Managing Director at the Russel Square Summer Theatre, Gorham, ME; and Sales Office Manager at the Arena Stage, Washington, DC, where he was twice nominated as Box Office Manager of the Year by INTIX (International Box Office Managers). He also has served as Artistic Director for the Elden Street Players, a community theatre in Herdon, VA. Mr. Rossi won national recognition for his book and lyrics to GYNT, the ASCAP award winning musical, which was performed at the Kennedy Center for the Performing Arts as a National Finalist of the American College Theatre Festival. |
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Tania Camargo is in her second year as the Executive Director of Soho Rep. In partnership with Soho Rep. Artistic Director, Sarah Benson, Tania has produced the New York Premiere of Sarah Kane’s Blasted, Dan LeFranc’s Sixty Miles to Silver Lake, Nature Theater of Oklahoma’s Rambo Solo, and most recently, Young Jean Lee’s Lear.
A Los Angeles native, Tania began her professional career at Center Theatre Group (Ahmanson Theatre and Mark Taper Forum) in Marketing and Audience Development, and provided consulting services in marketing and producing for various projects such as the Latino Theater Company’s La Virgen, and the LA Stage Alliance Ovation Awards. In 2004, Tania moved to the east coast to company manage Berkshire Theatre Festival in Stockbridge, MA before moving to New York City to attend Brooklyn College’s M.F.A. program in Performing Arts Management. In New York City, Tania has worked with New York City Center, Vineyard Theatre, Summer Play Festival (SPF) and Roundabout Theatre Company, and currently serves on the Brooklyn Arts Council’s Community Arts Regrant Program. Tania worked closely with Harold Wolpert, Managing Director of Roundabout Theatre Company, who mentored her throughout her three-year tenure as the Management Associate from 2005 to 2008. Additionally, Ms. Camargo served as the Associate General Manager for Crimes of the Heart directed by Kathleen Turner at the Laura Pels Theatre.
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Monday, March 15, 2010 / 2:25 - 3:15 PM / AGENDA
Saving, Stretching and Spending Advertising Dollars: How to Get the Most Out of What You’ve Got (M/T)
PRESENTERS:
Debra Waxman, Director of Marketing, Manhattan Theatre Club
Alisa Martin, Manager of Marketing & Visitor Services Manager, Brooklyn Museum
With competition for entertainment dollars on the rise and marketing budgets and in-house staffing on the decline (or at best holding steady), how does an organization make the wisest decisions possible regarding spending limited advertising dollars? These two seasoned veterans face these challenges on a daily basis and will offer insight and expertise based on decades of experience marketing the arts.
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Since 1999 Debra Waxman has been the Director of Marketing for Manhattan Theatre Club, The Tony and Pulitzer Prize winning company producing plays and musicals on and Off-Broadway. In this capacity, she was an integral part of the core team responsible for renovating, restoring and re-opening the historic Biltmore Theatre as MTC’s home on Broadway, including the re-branding and re-positioning MTC in the New York marketplace. Debra has guided the press and marketing for all of MTC’s productions on its own stages as well as the Broadway transfers of the long-running Proof, The Tale of the Allergists’ Wife, and Doubt. Prior to MTC, Debra was the Director of Press and Marketing at Paper Mill Playhouse in New Jersey where she oversaw the growth of the subscription audience from 16,000 to 43,000 subscribers. and was the Director of Public Relations and Audience Development for the New Jersey Shakespeare Festival. She began her marketing career at New York’s Equity Library Theatre, where she served as Director of Audience Development and Producer of the “Informal Series” of new play readings at the Lincoln Center Library Theatre. Debra is a graduate of Brooklyn College and earned her masters degree from Northwestern University.
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Alisa Martin has led the Brooklyn Museum's "visitor-centered" branding and strategic implementation efforts since she joined the Museum in 2001. With corporate and arts marketing experience and a consulting background in research design, organizational development, and service quality delivery, Alisa is uniquely qualified to lead the Museum's first merged Marketing and Visitor Services department. |
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Monday, March 15, 2010 / 1:30 - 2:20 PM / AGENDA
Survive and Thrive into the New Decade by Being Counter-Intuitive (M/D)
PRESENTER:
Laura Zucker, LA County Arts Commission
If there’s no such thing as business as usual, what does business as unusual look like? This session will explore the major trends du jour in the field and how to take maximum advantage of these trends. Hint: it involves learning to be counter-intuitive, the same skill needed to make money in the stock market. Learn to turn into the skid!
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Laura Zucker is Executive Director of the Los Angeles County Arts Commission and Director of the Masters in Arts Management program at Claremont Graduate University. The Arts Commission provides leadership in cultural services of all disciplines for the largest county in the United States, encompassing 88 municipalities. The Arts Commission administers a $4.4 million grants program that funds more than 300 nonprofit arts organizations annually; provides leadership and staffing to support the regional blueprint to restore arts education to all 80 school districts in Los Angeles County, Arts for All; funds the largest arts internship program in the country in conjunction with the Getty Foundation; programs the John Anson Ford Theatres; and implements the county’s civic art program. The Arts Commission also produces free community programs, including the L.A. Holiday Celebration which is broadcast nationally on PBS. |
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Monday, March 15, 2010 / 1:30 - 2:20 PM / AGENDA
Onboarding – The First Step in Building Loyal, Engaged Audiences (M)
PRESENTER:
Jack McAuliffe, Engaged Audiences President and Initiative Facilitator
Recent research provides guidance on turning first-time customers into long-term patrons. This session will explain central findings of the League of American Orchestras’ “Audience Motivation” study and Oliver Wyman’s “Audience Growth Initiative” and share two proven Onboarding approaches which have been implemented by orchestras and opera companies of every budget size and every region of the country.
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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.
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Sunday, March 14, 2010 / 2:45 - 3:30 PM / AGENDA
Monday, March 15, 2010 / 11:10 AM - 12:00 PM / AGENDA
Understanding Lifetime Value – Project the Long Term Impact of Your Direct Marketing Programs and Improve Your Bottom Line (M/D)
PRESENTER:
Irene Greenberg, Senior Director of Marketing, Artsmarketing Services Inc.
Are you using Lifetime Value models to help design direct marketing programs and plan budgets? If not, you may be missing out on significant amounts of revenue. This session will provide a simple method for projecting Lifetime Value, and examine how it can be used to evaluate direct marketing programs and improve strategic decisions. It will also highlight key variables that increase Lifetime Value among your patron base.
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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. |
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Sunday, March 14, 2010 / 11:30 AM - 12:20 PM / AGENDA
Growth Steps: Finding the Best Prospects for Annual Fund and Membership (D)
PRESENTERS:
Rick Lester, Chief Executive Officer, TRG Arts
Joanne Steller, Vice President for Strategic Communications, TRG Arts
Prospecting for new members and annual fund donors can get lost in the shuffle of larger campaigns or caught in a competitive tangle with marketing efforts. The best leads for these campaigns often are missed, overlooked, or under-cultivated as a result. Ongoing patron behavior studies by TRG Arts show how membership and annual gift-giving form a pivotal phase of growing patron loyalty. Hear what data analysis says about finding the best prospects and deploying the best-timed offers to create more new individual investors. Learn how some arts organizations have changed long-standing approaches and improved their annual giving results. TRG’s Rick Lester and Joanne Steller provide their firm’s most recent findings and case studies.
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Rick Lester, Chief Executive Officer, founded and built TRG Arts on a 25-year career in entertainment marketing. He directed marketing programs for the Cleveland Orchestra and Cincinnati Symphony Orchestra and served as executive director for the orchestras of San Antonio, TX and Charlotte, NC. Rick earned his Masters in Business Administration from Queens College in Charlotte, NC. |
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Joanne Steller is Vice President for Strategic Communications at TRG Arts. She leads TRG’s professional development and communications efforts that bring TRG’s research and best practice ideas to arts and culture conferences and workshops nationwide. Since joining TRG in 2000, she has managed consulting services for the company and has served as lead consultant for a broad portfolio of clients and communities. She also is a principle contributor to the firm’s patron behavior research. Prior to TRG, she was marketing director for the Kennedy Center in Washington, DC.
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