Stay Curious Speaker Spot: DK

DK photos

For our final Stay Curious Speaker Spot we asked DK about his session Oh, The Places You’ll Go. Here he gives us a snapshot of what we can expect in the closing keynote of the 2015 AMA Conference.

Describe your conference session in less than 50 words:

An attempt to ask better questions when it comes to social media / technology in relation to the arts / cultural sector.

What are the top 3 things delegates will learn or take away from your conference session?

  1. How audacity, curiosity and playful experimentation is the driver for success
  2. How to cultivate a responsive culture
  3. What strategic / workflow / platform systems add value whilst serving audiences

Why should delegates attend your session?

To see me raise my eyebrows independently of each other, plus potentially learn some stuff.

What are you looking forward to most at the AMA Conference?

Learning from others :-)

Have we sparked your curiosity? Further details about this year’s sessions are available on our conference website.

Stay Curious Speaker Spot: Thea King

Image of Thea King
Thea King answers our Speaker Spot questions about her session with Lucy Macnab, Co-Director of Ministry of Stories, Innovative storytelling to inspire potential donors. This breakout session forms part of our fundraising and development programme at this year’s conference.

Describe your conference session in less than 50 words:

We will share how we are working to create and sustain a family of individual donors using institutional marketing.

Discover how we tell stories about inspirational jellyfish and our young writers’ adventures to inspire audiences beyond our centre in Hoxton, London.

We will also be running one of our hands-on, creative writing workshops usually reserved for our Junior Ministers.

What are the top 3 things delegates will learn or take away from your conference session?

  1. An understanding of institutional marketing in action
  1. Key steps on how to start building a family of donors
  1. Storytelling inspiration

Why should delegates attend your session?

Be inspired by a small organisation telling big stories.

What are you looking forward to most at the AMA Conference?

We are most looking forward to meeting with lots of other arts professionals and hearing Alec Coles’ keynote.

Have we sparked your curiosity? Further details about this year’s sessions are available on our conference website.

Stay Curious Speaker Spot: Carolyn Royston

Image of Carolyn Royston

We asked Carolyn Royston some questions about Digital Transformation, the breakout session for senior delegates in the Advanced Arena that she will be delivering at this year’s AMA conference.

Describe your conference session in less than 50 words:

We will be exploring two key questions:
How is digital making us change how our organisations need to function?
How can you kickstart a transformation and introduce different mindsets for working and collaborating?

What are the top 3 things delegates will learn or take away from your conference session?

1. Digital transformation for cultural organisations requires a change in organisational mindset and culture. It’s not a technology issue.

2. Digital is making us change how organisations need to function. We need to better understand the impact it is having on the way we serve our visitors or customers, the way staff work and collaborate and on daily operations and processes.

3. There are key areas to focus on that bring meaningful change and can kick-start a digital transformation process. These areas are centred on the leadership team having a clear vision for digital and understanding what it can do for the organisation, building digital confidence amongst staff and introducing new processes to support a digital workplace.

Why should delegates attend your session?

Cultural organisations are facing the challenges of rapid change driven by the growing digital demands of their audiences, increasing financial pressures requiring more efficient delivery of services and the speed in which digital technologies are permeating every area of activity.

This session will discuss what it really takes to transform into digital-first thinking organisations and how to manage that transformation process. And why now is the time to make a critical digital shift in the way that your organisation thinks about and delivers its digital programmes and services.

What are you looking forward to most at the AMA Conference?

The AMA has put together a really great programme for the conference and I’m so pleased to see digital fully integrated throughout. I’m really looking forward to hearing more about the digital opportunities and challenges for arts organisations around digital delivery. I’m also excited to meet new people and grow my network.

Have we sparked your curiosity? Further details about this year’s sessions are available on our conference website.

Future Proof Museums – apply now!

FPM AMA web banner

The deadline for Future Proof Museums is Monday 6 July – have you applied yet?

We are looking for a diverse group of participants to take part in Future Proof Museums; small, mid or large scale museums, from a broad range of regions in England, and a variety of type of museum – from natural history to art, from science to social history, from local authority to university-run.

Future Proof Museums is a national project we are developing, funded by a Museum Resilience grant from Arts Council England. The programme is designed to significantly improve the resilience of museums across England.

The three-stage programme includes:

  • An in-house diagnostic session
  • An intensive three day residential programme for Museum Directors
  • On-going mentoring, support and facilitation

The programme will result in more resilient organisations able to change, adapt, influence and remain relevant to an ever-changing external environment.

The entire programme will cost each organisation only £350 +VAT.

Each museum taking part will be offered a free 12 month membership of the AMA for one member of their team to enable them to access additional resources and follow-up support.

The deadline for applications is 5pm on Monday 6 July. 

Download the application form and more information on the programme below:

Future Proof Museums_application form

Future Proof Museums programme outline

If you would like any further information please contact Verity Sanderson, Programme Producer: or 01223 578078.

Using data to bridge the gap between fundraising and marketing

Image of computer, downloaded from 'unsplash'The 2015 AMA Conference, Stay Curious: redefining, reimagining and reinventing our relationship with the public is in partnership with Spektrix. Here, Libby Penn, Managing Director, explores how to bridge the gap between fundraising and marketing teams.

Fundraising has changed. We can’t rely on state funding anymore, private foundations have raised the bar for accountability and with shrinking disposable income, individual giving is being squeezed. At the same time, this makes fundraising more important than ever – no other department can communicate the vitality of an organisation’s work to the community like the fundraising department can.

So what needs to change? For one thing, fundraising teams and marketing teams need to join up their understanding of their audiences, sharing data to work more effectively together and speaking to donors and potential donors in a way that recognises their relationship to your organisation at every touchpoint. The key to bridging that gap is data.

Your customer database contains masses of information about your audiences. Marketing teams are used to working with customer databases to segment and make meaning of it. In fact, they’re probably already working with segments who have the potential to become donors without even knowing it. A 2012 report by Arts Quarter analysed the databases of 126 British arts organisations and discovered that on average 3.4% of individuals in the databases had a personal wealth over £1m. It’s possible to uncover these potential major donors by analysing their spending habits, their attendance frequency, donation amounts, memberships and postcodes.

In addition to major donors, there will also likely be a large group of regular supporters who can give small amounts and a smaller sized group of mid-scale donors you can identify for further giving opportunities, whether that’s through bigger or more frequent donations or by suggesting a membership that matches their level of engagement with your organisation.

Once you’ve identified your segments, the key is to develop effective, targeted communications. Since marketing will likely already be communicating with them regularly, you’ll need to figure out who communicates about what and when. For example, your marketing team could exclude potential major donors from their regular communications and let fundraising look after them on a more personal basis.

The marketing team might also be able to help you develop more personalised communications informed by data about your customers’ interests from their previous booking history, including what shows your potential donors have expressed an interest in. However their behaviour in response to historical email communication can give you some clues too. For example, marketing data should be able to tell you what their preferred method of communication is, whether that’s emails or brochures. It might also be able to tell you what links they click on the most so you can find out what aspect of your community outreach work interests them. Using this, develop personalised communications about fundraising, but also don’t forget to use this information to match your giving opportunities to their interests.

Bridging the gap for your donors’ experience of your organisation also means using data to connect fundraising with your box office. Your box office team should be alerted when a potential donor is due to collect their tickets and be reminded that this patron is of particular importance. This will put you in a much stronger position when it comes to making the ask.

By changing the way your teams work together you can transform the relationships you have with your supporters. And achieving this change through data is just the beginning. For more on developing strategies to put fundraising campaigns at the heart of your organisation, download our whitepaper.

The 2015 AMA Conference is in partnership with Spektrix, whose mission is to help arts venues be more successful through better ticketing, marketing and fundraising.