Arts Management Uniting Arts and Audiences in the 21st Century

Designed for students and practitioners with little experience in not-for-profit management, Arts Management provides an indispensable guide to the theory and practice of managing arts and cultural organizations. This concise text engages readers with case studies and critical-thinking exercises that will develop their ability to adapt to a changing industry. From governance and human resources to program development, financial management, and marketing, Arts Management addresses the unique atmosphere of managing the arts today. It meets the standards of the AAAE (Association of Arts Administration Educators) guaranteeing that both current and future practitioners will be prepared to meet the challenges of managing today's arts organizations.

Ellen Rosewall is Professor of Arts Management at the University of Wisconsin-Green Bay, where she coordinates the Arts Management program. She is co-founder of the Wisconsin Arts Management Educational Partnership (WAMEP) and sits on the board of the Association of Arts Administration Educators (AAAE).

Introduction
Acknowledgements
1. What is Arts Management?
Defining the arts
Defining culture
Defining arts management
Organizing the arts through history
The arts in America
The arts in contemporary society
2. Management and Leadership
Management today
The four functions of management
Historical development of management: 1776-1920
Historical development of management: 1920-2000
Management and the arts organization
Leadership vs. management
3. Organizational Structure
Philosophy of organizational structure
For-profit business (aka the "private sector")
Government (aka the "public sector")
Not-for-profit (aka the "social sector")
Not-for-profit regulations and benefits
Alternative structures
Choosing a structure
Forming an arts not-for-profit
4. Planning
Why plan?
Why not plan?
Types of plans
Mission, vision and values
Assessing the organization: situational analysis
Creating the plan: goals, objectives and strategies
Managing the planning process
5. Governance and the Board of Directors
Governance vs. management
The not-for-profit board of directors
Types of boards
Fiduciary duty
Governing responsibilities of the board of directors
Responsibilities of the individual board member
The role of the board in fund-raising
Committees of the board
Relationship of board and staff
Recruiting board members
6. Personnel and Volunteer Management
The not-for-profit workforce
Which types of staff should be hired?
The Organizational Chart
Personnel management
Volunteers in the arts organization
7. Program Planning and Evaluation
Mission-based program planning
Functions of arts organizations
Artistic considerations in planning
Audience and community considerations
Defining success
Determining feasibility
Evaluating programs
8. Financial Management, Part 1
Financial distinctions of not-for-profit businesses
Financial management terms and concepts
Financial management systems
Chart of accounts
Types of financial statements
9. Financial Management, Part 2
Indicators of financial health
Internal controls
The financial management cycle
Budgeting
Planning and accounting for contributed income
Fund accounting
Planning and accounting for earned income
Auxiliary business ventures
Asset management
10. Fundraising, Part 1: The Basics
What is fundraising?
The fundraising mentality
Preparation for successful fundraising
Who gives to the arts?
Government's role in arts support
11. Fundraising, Part 2: From Theory to Practice
Donor relations and fundraising ethics
Prospect research
The annual campaign
Writing a successful fundraising letter
Successful grant writing
Soliciting corporate sponsorship
12. Education and the arts
Defining basic terms
The arts and human development
Arts education in the school setting
Education in the arts organization
13. Marketing and Audience Development
Challenges of marketing the arts
The marketing mindset
Understanding arts audiences
Has technology hurt arts attendance?
How consumer behavior affects marketing
Marketing trends and practices
The impact of social media
Audience development
Marketing planning
Marketing research
14. Marketing Techniques
Target marketing
Positioning
Communicating the message
The Marketing Mix
Product
Place
Price
Promotion
Public Relations
Advertising
Sales Promotion
15. Community Engagement
What is community engagement?
Challenges of community engagement
Community arts development
Social and civic benefits of arts and culture
Arts in the economy
Public art
16. Arts Advocacy
Government and the arts
The arts in the United States
Advocacy
Making the case for the arts
Getting started in legislative advocacy
Developing effective messages
Appendices
Appendix I: Sample template for an arts business plan
Appendix II: Strategic plan template
Appendix III: Commitment to serve
Appendix IV: Volunteer job description
Appendix V: Sample chart of accounts
Appendix VI: Child's Play Statement of Activities
Appendix VII: Child's Play Financial position
Appendix VIII: Child's Play budget
Appendix IX: Child's play program report
Appendix X: Dairyland Arts Council grant application
Appendix XI: Sample appeal letter
Appendix XII: Sample media release
Appendix XIII: Sample advocacy letter
Appendix XIV: Arts service organizations
Glossary
Index