Shared Ambition began as a change programme to bring Marketing and Fundraising together. In doing so, participants can build mutual strategies to amplify their combined impact. 

As an intensive 2.5 day residential course, it allowed participants to immerse themselves in developing new ways to build beneficial relationships with their audiences. A Shared Ambition day event took place some months later, bringing the cohort back to reflect on what they have put into practice since the course.  

In 2020, in response to the pandemic, we ran an adapted online version focusing on Dynamic Audience Strategies for Fundraising, Marketing & Audience Development. This brought together Chief Executives with their Heads of Marketing and Heads of Fundraising to re-imagine their strategies. This version focused on the context of getting through current uncertainty and crisis, working strategically towards post-pandemic success. 

In 2021, we adapted the online offer to support small organisations applying or reapplying for NPO status by developing how they talk about audiences and income generation in their applications. This programme brought together organisation leaders and their team members, to super-charge their marketing and fundraising activity.

This activity is part of the Arts Fundraising & Philanthropy Sector Support Organisation programme funded by Arts Council England (ACE). 

Really changed the way we did stuff!

Sian Booth- The Tetley, 2018 participant

Past Participants

Participants for Shared Ambition: Bringing Marketers and Fundraisers Together were pairs of people from organisations – whose responsibilities were Marketing and Fundraising respectively. “Taking little steps can help you achieve the big ideas.” 

Over 100 individuals have taken part since 2017, from organisations including: 

  • Arvon
  • Brewery Arts 
  • Eden Project  
  • Shakespeare’s Globe 
  • Tara Arts 
  • Malvern Theatres
  • Northern Ballet 
  • Royal Scottish National Orchestra 

Participants for Shared Ambition: Dynamic Audience Strategies for Fundraising, Marketing & Audience Development were the Chief Executives, Heads of Marketing and Heads of Fundraising from organisations.

Nine organisations took part in the 2020 programme, including:

  • Apples & Snakes 
  • Bethlem Gallery 
  • Dance Woking 
  • The Tetley 
  • National Justice Museum 
  • The Junction Cambridge 

Participants for Shared Ambition: Audiences and Income for Small Organisations were the leaders of their organisations plus 2 team members. The programme was so popular that it ran twice.

25 organisations took part in the 2021 programme, including:

  • Highlights Rural Touring Scheme 
  • Certain Blacks 
  • Shubbak 
  • Amber Film & Photography Collective
  • Chinese Arts Now 
  • Dancefest


Shared Ambition: Bringing Marketers & Fundraisers Together 

The 2.5 day residential course was followed a few months later with a Shared Ambition day event, giving participants time to put their work into practice and then share that learning.  

The residential course covered: 

  • Strategy Review 
  • Defining the Ambitions 
  • Designing Approaches 
  • Preparing to Test and Implement 

This was an excellent residential. It delivered to the primary objective of being of organisational benefit and is well designed in helping to deliver this back in the office.

2018 participant, name withheld 

The Shared Ambition day reconvened participants to feed back on the changes they have made, progress and future plans.  

Keynote audience looking towards the speaker

Shared Ambition: Dynamic Audience Strategies for Fundraising, Marketing & Audience Development

This online programme ran over 3 months during 2020. Organisations worked within their own teams of CEO, Head of Marketing and Head of Fundraising, as well as taking part in peer sessions to share experiences and challenges. 

  • Online Workshops 
  • Small-Group Facilitated Sessions  
  • Breakfast Briefings  
  • Group Presentations
  • On-going Coaching 

People working on their laptops

Shared Ambition: Audiences and Income for Small Organisations

This online programme ran over 5 weeks during 2021. Organisations took part in 5 half-day sessions, plus 2 coaching sessions, to produce an audience plan. The sessions covered:

  • Cause and Brand 
  • Understanding Audiences  
  • Income Generation  
  • Building Audiences
  • Communications 

Two women sat talking to each other. A laptop is on the table in front of them.


Working in partnership with Arts Fundraising & Philanthropy, AMA has helped support the ability of organisations to improve and change how they work and think about marketing and fundraising activity. 

I really recommend this. @Sianbooth88 and I did this training and I enjoyed so much working with her and making plans for fun/comms. Get involved. 

Lorna Clayton-Rawle, The Tetley, 2018 participant

Shared ambition is fab… I did last year with @phoebereith.

Jane Macpherson, Sadler’s Wells, 2019 participant


Recent trainers include

Guy Turton 

Guy Turton Headshot

Guy is Director of MHM. He leads MHM’s cause-led division, and on MHM’s most complex and strategic consultation projects, such as segmentation, membership and branding, across the cultural sector.   

Melanie Eusebe

Melanie Eusebe Headshot

Melanie is an entrepreneur, strategist & Chair of Black British Business Awards. With over 20 years experience as a Management Consultant, her career spans 5 continents working with some of the world’s biggest brands and largest organisations. 

Miranda Lowe

Miranda Lowe Headshot

Miranda Lowe is a principal curator, scientist, and cultural commentator at the Natural History Museum, London. 

Indhu Rubasingham

Indhu Rubasingham Headshot

Indhu is Artistic Director of the Kiln Theatre. She took over the Tricycle Theatre in 2012, overseeing its major renovation, and reopening it as the Kiln Theatre in 2018.

Ben Walmsley

Ben Walmsley Headshot

Ben is the Director of the Centre for Cultural Value and Professor of Cultural Engagement at the University of Leeds. He is currently leading a national research project investigating the impacts of Covid-19 on the cultural sector and the implications for policy.

Karena Johnson

Karena Johnson Headshot

Karena is Artistic Director and CEO of Hoxton Hall. She has worked for 20 years as a theatre director and producer, championing emerging artists; new audiences and diversity.