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Fundraising and marketing together

What would happen if your organisation brought its marketing and fundraising functions closer together?

In 2017 the AMA launched flagship programme Shared Ambition, in partnership with Baker Richards, as part of the Arts Fundraising & Philanthropy programme, to consider this very question and work with organisations already on this journey.

Following in-depth sector research and a residential programme attended by 12 participating organisations, we explored and shared the results at Shared Ambition — Findings and Outcomes. This day event of case studies and insightful sessions, supported by Spektrix, took place on Thursday 1 February at Birmingham Hippodrome.


We are hoping to run the residential programme again in 2018. If you are interested in taking part, please register your interest using the form below.

“Whilst there is evidence that marketing and development teams are working more closely together, there is a need to understand the motivations for this, the challenges in achieving this and the real impacts of this way of working.”
Cath Hume

“We hope that Shared Ambition — fundraising and marketing together will establish some guidance to share sector-wide about the considerable income generation opportunities that can emerge from better collaboration between marketing and fundraising teams.”
Michelle Wright
CEO, Cause4

“We’re excited to be delivering this programme in partnership with the AMA, helping fundraisers and marketers to deliver measurable impact for their organisations through collaboration, and sharing the findings with the sector.”
Debbie Richards
Director, Baker Richards

The programme

Phase 1 — review

A practice review to explore how marketers and fundraisers work together, the benefits of this approach and the challenges they face.

Phase 2 — residential

A bespoke 2.5 day residential programme based on the findings from Phase 1, to include:

  • Tools and frameworks and how best to use them to help shape thinking
  • High level training in effective organisational culture, latest strategic thinking and the role of fundraising and marketing in a resilient business model
  • Coaching from experienced facilitators

Phase 3 — follow up support

One-to-one Skype mentoring for marketers and fundraisers with one of the facilitators from the programme to help embed the learning from the residential.

Shared Ambition is managed by the AMA in partnership with Baker Richards as part of the Arts Fundraising and Philanthropy programme.

Arts Fundraising and Philanthrophy
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Header image courtesy of Puppet Theatre Scotland © Andy Caitlin – The Logic of Movement – Stephen Mottram