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Shared Ambition: Dynamic Audience Strategies

Shared Ambition – Dynamic Audience Strategies 

for Marketing, Fundraising & Audience Development

This programme helps you think, as a team, how to work with your assets and the current context, to decide who your target audience are in 2021 and beyond. We’ll look at how you are going to reach, engage and build relationships with them.

This is a change programme for CEOs, Director/Heads of Marketing and Development Directors/Heads of Fundraising to work together to take their organisations forward, leaving the programme with refreshed audience, marketing and fundraising strategies.

24 organisations can take part – we are looking for organisations keen to re-think how they engage audiences and review their marketing and fundraising strategies.

Here’s what some previous participants (Jane Macpherson  – Sadler’s Wells; and Lorna Clayton-Rawle – The Tetley) have to say:

The programme is delivered entirely online, building on the success of previous Shared Ambition programmes, updated for today’s disruptive environment. Delegates will attend a range of sessions led by sector leaders and change experts. This activity is part of the Arts Fundraising & Philanthropy Sector Support Organisation programme funded by Arts Council England.  

The Centre for Cultural Value will be working to collect and share your experiences as part of this group 

Who is it for

This programme supports your development of effective marketing, fundraising and audience strategies to ensure your organisation’s resilience. We will work with you to identify how you can build audiences in the year(s) ahead taking into account current trends and opportunities. 

For large organisations, the CEO, Head of Marketing and Head of Fundraising will need to come to all sessions to get the full benefit. Organisations with smaller teams require the CEO and one relevant member of the team to attend.  

Participants on this programme will: 

  • Better understand how to lead and manage change 
  • Develop new, resilient marketingfundraising and audience strategies 
  • Create new networks for leadership from across the programme 

Course Structure

There are five elements to Shared Ambition – Dynamic Strategies:

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

Online Workshops

Leading Through Change

Indhu Rubasingham, Artistic Director, Kiln 

25 Nov 2020, 10-11.30 

Best Practice in Business Plan Development

Melanie Eusebe, Business Strategist 

3 Dec 2020, 2-3.30

Cultures That Thrive



9 Dec 2020, 10-11.30 

Post Covid Audiences

Dr Ben Walmsley, Director, Centre for Cultural Value

6 Jan 2021, 10-11.30 

Re-imagining Audience Strategies

Michelle Wright, CEO & Founder, Cause4 

13 Jan 2021, 10-11.30 

Small Group Facilitated Sessions

Your team will work with 5 other organisations across three online facilitated sessions to develop dynamic audience strategies. You will work with one of these four facilitators: 

  • Michelle Wright, CEO & Founder, Cause4 
  • Melanie Eusebe, Business Strategist 
  • Annabel Turpin, Chief Executive and Artistic Director, ARC 
  • Claire Antrobus, Change Consultant 

Groups will be allocated once the 24 places have been filled.

  • Group 1: 19 Jan, 9 Feb, 16 Mar – all 10am-1pm
  • Group 2: 20 Jan, 10 Feb, 17 Mar – all 10am-1pm
  • Group 3: 21 Jan, 11 Feb, 18 Mar – all 10am-1pm
  • Group 4: 19 Jan, 9 Feb, 16 Mar – all 1.30pm-4.30pm

Breakfast Briefings

Sector leaders share their struggles and successes as they discuss how they are leading through change.

These short sessions will provide an opportunity to feel connected across the sector and reassured by like-minded professionals facing similar challenges. These briefings are being confirmed with the first three speakers ready to announce: 

  • 27 Jan, 09.45 – 10.30: Clare Connor, Chief Executive, The Place 
  • 3 Feb, 09.45 -10.30: Karena Johnson, Artistic Director & CEO, Hoxton Hall 
  • 24 Feb, 09.45-10.30: Miranda Lowe, Principal Curator, Natural History Museum 
  • 3 Mar 09.45-10.30: tbc 
  • 10 Mar 09.45-10.30: tbc

Group Presentations

Online or in person on 31 Mar 2021 – dependent on Government guidelines.

Share with and hear from fellow delegates how the audience strategies that you have developed during the programme are shaping up. 

We will bring together a panel made up from our speakers, facilitators and funders to respond to your presentations. We will provide feedback, and presentation training support as needed.

On-going Coaching

Working in your small group and with your appointed facilitator, you can access 3 online group coaching sessions between April and September 2021. These are an opportunity to check in with your group, share what you are finding difficult and what’s working well.  

Sessions will be 2 hours each and take place in May, July, and September.

Take Part

The true cost for each organisation is over £1,600+VAT, but with support subsidising the programme from Arts Council England we can offer this programme at: 

Organisations with a turnover of £5m and over
£900 + VAT

ACE NPOs and organisations with a turnover under £5m
£600 + VAT 

Image courtesy of Unsplash
Image courtesy of
Image courtesy of Unsplash
Speaker headshots provided by named speakers