The Cycle: Management of Successful Arts and Cultural Organizations from Coursera

What makes a successful arts and cultural organization? Led by DeVos Institute Chairman Michael M. Kaiser and President Brett Egan, this course will introduce you to a management theory called the Cycle which supports thriving arts and cultural organizations. Learning from our work with managers from over 80 countries around the world, the DeVos Institute developed the Cycle as a simple, but powerful tool to assist managers in their effort to respond to an increasingly complex environment and propel their institutions to excellence.

The Cycle explains how great art and strong marketing can create a family of supporters, who in turn help the organization produce the revenue required to support even more great art the next year. The Institute has seen the Cycle work in performing and presenting organizations, as well as museums, arts schools, and other nonprofit endeavors like service organizations, historical societies, public libraries, university programs, advocacy organizations, botanical gardens, and zoos.

By taking this course, you will learn:

• the importance of bold, exciting, and mission-driven programming in an organization;

• how long-term artistic planning can help an organization produce this work;

• how an organization can aggressively market that programming and the institution behind it to develop a family of supporters - including ticket buyers, board members, donors, trustees and volunteers;

• how an organization can cultivate and steward this family to build a healthy base of earned and contributed income; and

• how an organization can reinvest that income into increasingly ambitious programming year after year.

All course material is available upon enrollment for self-paced learners. New scheduled sessions begin each month.

For more information about the DeVos Institute's work, visit www.DeVosInstitute.umd.edu.

What's inside

Syllabus

Introduction to the Cycle

Welcome! This first week you will be introduced to the course structure and learn the key principles of the Cycle, a management theory which supports thriving arts and cultural organizations and which serves as the framework for the course. The Cycle proposes that: When bold art is marketed aggressively, an organization attracts a family of energized ticket-buyers and patrons. The income produced by this family is reinvested in more art that, when marketed well, builds a larger, even more diverse family. When this cycle repeats year after year, the organization incrementally and sustainably builds capacity, presence, and health. Following the introductory lectures, you will learn more about the Cycle by reading the executive summary, reviewing answers to frequently asked questions, and completing an introductory quiz. As a reminder, if you are taking this course as a student or enthusiast not affiliated with a specific organization, we recommend you select an organization of your choosing to reference as you make your way through the course!

Long-Term Artistic Planning

This week, you will learn the benefits of planning your programs further in advance and learn strategies for planning your organizations programs over a five-year time frame. The Cycle proposes that each organization has a rolling, 3-5 year programming plan that is bold, mission-driven, and occasionally surprising. Further, it asks that each organization's programming is the best example of its kind in its environment that forms the basis for aggressive marketing, successful fundraising, and incremental growth in institutional capacity. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of long-term artistic planning to your organization using the planning activity provided.

Institutional Marketing

This week introduces institutional marketing, one of two marketing perspectives that is used to aggressively compete for audience attention and loyalty. Institutional marketing is the creative use of organizational assets to create spikes in awareness, energy, and enthusiasm around an organization, beginning with the presentation of transformational art itself and continuing through activities that heighten awareness about the people, process, and other institutional assets behind that art. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of institutional marketing to your organization using the planning activity provided.

Programmatic Marketing

Programmatic marketing is the second marketing perspective that the Cycle describes. Programmatic marketing can be defined as the tactics used to identify and target potential audiences for each attraction, create awareness and demand, and drive a sale (of tickets, classes, services, or other experiences). Effective programmatic marketing extends beyond the transaction to contextualize each offering, ensure a high-quality experience, and lay the groundwork for a long-term relationship with the buyer. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of programmatic marketing to your organization using the planning activity provided.

Family and Boards

An organization’s family makes up the third aspect of the Cycle. The family is an energized, enthusiastic group of ticket-buyers, board members, donors, trustees, and volunteers that anchors an organization’s financial health through its commitment of time, talent, connections, and financial resources. The heart of the family consists of a joyous, engaged, and excited board of directors. If your organization has a board, you will have the opportunity to apply the principles to your organization's board following the lectures and case studies.

Fundraising and Course Summary

Fundraising, the final aspect of the Cycle, consists of a strategy for sustainable growth that joins long-term artistic goals, and energized family, and logical options for investment to build organizational resources donor by donor, week by week, month by month, and year by year. Effective fundraising pairs each family member with a logical, financial action in support of the organization’s mission. Following the series of lectures, answers to frequently asked questions, and case studies, you will have the opportunity to apply the principles of fundraising to your organization by developing, or evaluating, your membership program, major donor program, or targeted campaign.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the Cycle theory, which provides a framework for thriving arts and cultural organizations

Examines long-term artistic planning, which helps organizations produce impactful and mission-driven work

Covers institutional marketing, which helps organizations create awareness and build a strong brand

Explores programmatic marketing, which helps organizations target potential audiences effectively

Emphasizes the importance of family and board engagement, which are crucial for organizational success

Covers fundraising strategies that help organizations secure sustainable financial support

Reviews summary

Practical arts management framework

Learners say this course provides a practical and engaging framework, known as The Cycle, for managing arts and cultural organizations. This framework emphasizes institutional marketing and long-term planning. Learners appreciate the real-world examples and case studies that demonstrate how organizations have successfully implemented The Cycle to achieve their goals. Overall, learners find this course to be informative, inspiring, and applicable to both large and small organizations.

Applicable to organizations of all sizes, including small and rural organizations.

"This course was successful in offering lessons geared for a large organization and a small, rural organization like ours."

"We were able to implement nearly every course lesson."

Emphasizes the need for strategic planning and goal-setting.

"This course gives a new, wellrounded perspective on the function of arts organizations."

"I have had the pleasure of studying with Michael Kaiser back in grad school at NYU - and every class I take w/him, I just want MORE! I loved the diversity of examples from across the world in aspects of The Cycle and how it changed them dramatically for especially long-term planning and goals from the start."

Highlights the importance of institutional marketing for long-term success.

"This course helped me in understanding how I’ve focused less on Institutional Marketing, how I need to do more on missionary marketing."

"I was surprised to learn that institutional marketing plays such an important role."

Numerous case studies and examples of organizations that have successfully used The Cycle.

"The videos are brief, clear and informative, there's quite a lot of useful reading and some documents that can be used in management practice."

"This course draws on a lot of examples of real arts organizations that have made successful use of the Cycle in their marketing, fundraising, growing their family, and making great art."

"The best point about this course is that it is very practical; it provides you with theoretical knowledge as well as how to use the knowledge in practice."

A step-by-step, proven framework for managing arts and cultural organizations.

"This course provided me with a very valuable framework through which helped me to reconsider the way I work as an arts manager."

"offers to me a new vision about the management of art and cultural organizations with a really practical aproach to be succesful."

"To me the Cycle approaches a new way of managing arts and cultural organizations."

Career center

Learners who complete The Cycle: Management of Successful Arts and Cultural Organizations will develop knowledge and skills that may be useful to these careers:

Arts Administrator

An Arts Administrator is a professional who manages the day-to-day operations of an arts organization, such as a theater, museum, or dance company. This course can provide you with the skills you need to succeed in this role by teaching you how to create a strategic plan, manage finances, and market your organization effectively.

See salaries and explore the career path for Arts Administrator

Cultural Affairs Manager

A Cultural Affairs Manager oversees the cultural programs and initiatives of a city or town. This course can help you prepare for this role by providing you with a comprehensive understanding of the arts and culture sector, as well as the skills you need to manage a team and develop and implement cultural programs.

See salaries and explore the career path for Cultural Affairs Manager

Development Officer

A Development Officer is responsible for raising funds for a nonprofit organization. This course can help you develop the skills you need to be successful in this role by teaching you how to create a fundraising plan, cultivate relationships with donors, and write grant proposals.

See salaries and explore the career path for Development Officer

Executive Director

An Executive Director is the chief executive officer of a nonprofit organization. This course can help you prepare for this role by providing you with a comprehensive understanding of the nonprofit sector, as well as the skills you need to manage a team, develop a strategic plan, and raise funds.

See salaries and explore the career path for Executive Director

Marketing Manager

A Marketing Manager is responsible for developing and implementing marketing campaigns for a company or organization. This course can help you develop the skills you need to be successful in this role by teaching you how to create a marketing plan, conduct market research, and use social media to reach your target audience.

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Program Manager

A Program Manager is responsible for planning, implementing, and evaluating programs for a nonprofit organization. This course can help you develop the skills you need to be successful in this role by teaching you how to develop a program plan, manage a budget, and evaluate the effectiveness of your programs.

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Public relations manager

A Public Relations Manager is responsible for managing the public relations for a company or organization. This course can help you develop the skills you need to be successful in this role by teaching you how to write press releases, manage media relations, and create a social media strategy.

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Teacher

A Teacher is responsible for teaching students in a classroom setting. This course may be helpful for teachers who want to learn how to create a more engaging and effective learning environment for their students.

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Writer

A Writer creates written content for a variety of purposes, such as articles, blog posts, and marketing materials. This course may be helpful for writers who want to learn how to write more effectively for a variety of audiences.

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Consultant

A Consultant provides advice and guidance to businesses and organizations. This course may be helpful for consultants who want to learn how to develop a more effective consulting practice.

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Entrepreneur

An Entrepreneur is someone who starts their own business. This course may be helpful for entrepreneurs who want to learn how to develop a business plan and raise financing.

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Nonprofit Manager

A Nonprofit Manager is responsible for managing a nonprofit organization. This course may be helpful for nonprofit managers who want to learn how to develop a strategic plan, manage finances, and raise funds.

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Policy Analyst

A Policy Analyst is responsible for analyzing public policy issues and making recommendations to policymakers. This course may be helpful for policy analysts who want to learn how to conduct research, write policy briefs, and advocate for policy change.

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Researcher

A Researcher conducts research on a variety of topics. This course may be helpful for researchers who want to learn how to design and conduct research studies, analyze data, and write research reports.

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Social Worker

A Social Worker helps people cope with social and emotional problems. This course may be helpful for social workers who want to learn how to develop and implement social programs, provide counseling, and advocate for social justice.

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