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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.
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