This programme can help support small organisations develop how they think and talk about audiences and income generation.

We have space for up to 12 organisations to send up to 3 people each (one of which must be the leader of the organisation). Together you will produce an audience plan to super-charge your marketing and fundraising activity.

Your audience plan will cover: cause, brand, business objectives, target audiences, marketing and fundraising objectives and fundraising and marketing strategies.

The first session (Cause and Brand) is an on-location day event. The following sessions take place online across four half days.

The sessions will cover:

  1. Cause and Brand
    • how to articulate your organisation’s Cause and Brand
    • how this impacts your marketing and fundraising
  2. Income generation
    • How to use benchmarking data to inform planning and activity
    • Guidance on how to analyse your current income streams
    • Fundraising Q&A
  3. Understanding Audiences
    • new ways to understand your audiences
    • how you can get and use data
    • how empathy mapping can help you  meet audience needs
  4. Building audiences
    • tools to develop strategies to reach your target audiences
    • ideas and strategies to reach new audiences
    • Stakeholder relationship mapping
  5. Presentation Day


Shared Ambition is delivered by AMA in partnership with Arts Fundraising & Philanthropy, and is subsidised by Arts Council England.

Cost to participate is £75 + VAT per organisation for both members and non-members*

Please note: Shared Ambition is currently sold out. If you would like to be added to the waiting list, please contact


2 February 2023: 10.30am — 3pm
Cause and Brand @ Birmingham Hippodrome

9 February 2023: 10am — 1pm
Income Generation, Online

23 February 2023: 10am — 1pm
Understanding Audiences, Online

9 March 2023: 10am — 1pm
Building Audiences, Online

23 March 2023: 9.30am — 1pm
Presentation Day, Online

Please note: all online sessions will take place on Zoom

Why Shared Ambition?

We think your small organisation would really benefit from Shared Ambition. We’ve run Shared Ambition with dozens of organisations over the years and seen the transformative impact it can deliver.

Here’s what previous delegates had to say about their Shared Ambition experience:

Each session was really well delivered and is helping me to now focus my business model and plan to grow and develop following covid. The content was detailed and has provided me with many tools to move my business forward, but also analyse and evaluate our practice.

I thoroughly enjoyed the course. I thought the way it was presented on a Zoom platform was very well thought through and very much appreciated the way we were made to feel comfortable in the learning environment considering the cubicle nature of our interactions.

The professionalism and experience of the people who led sessions was really impressive, and having participants from different regions, artforms and types of organisation added to the richness of the dialogues. People left their egos ‘at the door’ and listened to others as much as contributing their own views and ideas. Very empathetic and inclusive environment


We’ll be releasing details of the trainers and organisations you’ll be hearing from as part of the run-up to Shared Ambition. Past trainers include:

Guy Turton Headshot

Guy Turton, Director,
Morris Hargreaves McIntyre

Guy 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.

Zahida Din Headshot

Zahida Din, FRSA,

Zahida Din is a freelance digital project manager specialising in arts and culture.

Headshot of David Johnson

David Johnson, Director of Strategy,

David joined Arts Fundraising & Philanthropy to help grow and deliver their programme as it moved into the Arts Council England funded National Portfolio as a sector support organisation.

Headshot of Sarah Thelwall

Sarah Thelwall, Founder,
MyCake Ltd

Sarah set up MyCake in 2007 to support data-informed decision making. The benchmark approach has been extended to cover the Arts Council NPO cohort. The output of this is the annual benchmark report and dashboard.

Ed Newsome, Head of Marketing and Communications, Sherman Theatre

Ed has a particular interest in audience focused communications and segmentation, and has worked in receiving theatres, touring companies and producing houses across the UK.  

In partnership with:

Subsidised by:

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