Marketers and fundraisers working together in organisations in England applied to take part in an exciting new action research project, Shared Ambition — fundraising and marketing together, managed by the AMA in partnership with Baker Richards as part of the Arts Fundraising and Philanthropy programme.
This action research programme will explore collaboration between fundraisers and marketers to better achieve their organisation’s objectives, including:
why fundraisers and marketers benefit from working together
how this happens now and how it might be further improved across the sector
what effective collaboration looks like
what impact this can have
The programme was over-subscribed with the AMA receiving a number of very strong applications. The 13 organisations that have been selected to take part represent a variety of art forms and are located in various regions across England.
The selected organisations are:
City of Birmingham Symphony Orchestra
Horniman Museum and Gardens
Liverpool Everyman & Playhouse
National Portrait Gallery
Royal Opera House
Royal Shakespeare Company
Theatre Royal & Royal Concert Hall Nottingham
The Roses Theatre
Cath Hume, CEO of the AMA, said:
“We are delighted to offer this incredible programme to a diverse group of organisations, all at different stages in their journey to bring fundraising and marketing closer together. The research phase of this programme will help us determine what the challenges of this are, and the organisations will then benefit hugely from a highly-tailored residential training programme. I can’t wait to see the learning outcomes of this programme for these organisations and even more so, for the sector as a whole.”
Participating organisations will be asked to share their stories to help inform and inspire others across the arts, culture and heritage sector. This will include the projects and experiments that come out of the Shared Ambition programme and will be shared via the AMA on CultureHive, as blog posts, case studies or interviews.
Michelle Wright, CEO Cause4 and Programme Director, Arts Fundraising and Philanthropy, said:
“The Arts Fundraising & Philanthropy programme aims to strengthen cultural organisations’ resilience and sustainability by transforming their fundraising knowledge, skills and levels of success. In conjunction with founding partner the AMA, this Shared Ambition project, led by Baker Richards, is an important action research activity to investigate and develop better integrated practice between marketing and fundraising functions. Most importantly, through the diverse range of organisations selected to take part across England, we hope that it 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 within all levels of organisation.”