In the third book of his popular trilogy on creating and sustaining
arts organizations, Michael Kaiser reveals the hidden engine that
powers consistent success. According to Kaiser, successful arts
organizations pursue strong programmatic marketing campaigns that
compel people to buy tickets, enroll in classes, and so on--in
short, to participate in the organization's programs. Additionally,
they create exciting activities that draw people to the
organization as a whole. This institutional marketing creates a
sense of enthusiasm that attracts donors, board members, and
volunteers.
Kaiser calls this group of external supporters the family. When
this hidden engine is humming, staff, board, and audience members,
artists, and donors feel confidence in the future. Resources are
reinvested in more and better art, which is marketed aggressively;
as a result, the "family" continues to grow, providing even more
resources. This self-reinforcing cycle underlies the activities of
all healthy arts organizations, and the theory behind it can be
used as a diagnostic tool to reveal--and remedy--the problems of
troubled ones.
This book addresses each element of the cycle in the hope that more
arts organizations around the globe--from orchestras, theaters,
museums, opera companies, and classical and modern dance
organizations to service organizations and other not-for-profit
cultural institutions--will be able to sustain remarkable
creativity, pay the bills, and have fun doing so
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