"A festival is an expression of the creative ambition of the community it serves.” -Jonathan Mills, Director of the Edinburgh International Festival

Creating Context & Strategic Trajectory

STEP ONE: KNOW WHO YOU “ARE”

• ASK: WHAT DO WE DO?

• ASK: ARE WE UNIQUE?

STEP TWO: OK! YOU’RE UNIQUE…

SO WHAT?!

• ASK: WHY DO WE DO WHAT WE DO?

• ASK: WHY DO WE MATTER?

Find your WHY’s:

What are the most common messages conveyed by arts & culture organizations when asking people to support us?

1. Help us with funding challenges!

2. Receive excellent benefits!

3. Receive tax deductibility!

4. Help our organization achieve our potential!

5. Support the Arts!

6. Support something you enjoy!

7. Support us because we benefit the community!

La Placa Cohen 2014 CULTURE TRACK TOP-LINE REPORT

It’s not about US! It’s about the people/community we SERVE!

Organizations ask Donors to:

1. Help us with funding challenges!

2. Receive excellent benefits!

3. Receive tax deductibility! 4. Help our organization

achieve our potential! 5. Support the Arts! 6. Support something you

enjoy! 7. Support us because we

benefit the community!

The La Placa Cohen Report says Donors want to:

1. Support us because we benefit the community!

2. Support something they enjoy!

3. Support the Arts! 4. Help us with funding

challenges! 5. Receive tax deductibility! 6. Help our organization

achieve our potential! 7. Receive excellent

benefits!

STEP THREE: WHAT IS OUR IMPACT? PAST- PRESENT- FUTURE

• ASK: WHAT & WHO HAVE WE IMPACTED NOW …

• and OVER THE COURSE OF OUR EXISTANCE? In what ways?

• ASK: WHAT DO WE WANT OUR IMPACT TO BE IN THE FUTURE? To whom?

• MAP OUT THESE “IMPACT MILESTONES” PAST-PRESENT-FUTURE

• MAKE A TIMELINE!

STEP FOUR: TELL YOUR STORY OF STRATEGIC TRAJECTORY!

[impact milestone]

[impact milestone]

[impact milestone]

[impact milestone]

[impact milestone]

• CREATE A MULTI-YEAR “CAMPAIGN” • NAME IT! • REFER TO IT IN EVERYTHING YOU DO!

[impact milestone]

Attract and keep audiences looking for deeper connections –

Festivals & Events can DO it!

• Know your organization deeply…through others’ eyes...

• Know your stakeholders…

• Incorporate and communicate this knowledge…

• Build relationships, messages, and plans that go deeper…

• Develop a group of people that share a “cause” and vision for impact…

• Know and communicate how your organization educates, inspires, and impacts quality of life now and in the future.

“Make a real and lasting difference in your community – and feel good! “ -Kathryn R. Martin, Vice President, Arts Consulting Group kmartin@ArtsConsulting.com