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!

Traffic lights

Read about what's good

what should give you pause

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

Management framework for arts organizations

According to learners, this course presents the Cycle framework as a clear, powerful, and insightful roadmap for managing arts and cultural organizations. Students praise the experienced instructors for their engaging lectures and real-world examples. The practical planning activities are highlighted as a valuable way to apply the concepts directly to one's own organization. While the course offers highly relevant content, some students note that the material seems more geared towards larger institutions and might require significant adaptation for smaller non-profits, with some sections like fundraising feeling somewhat basic. Overall, it's considered essential learning for arts administrators.

Some sections feel basic, others comprehensive.

"The framework is interesting, but I felt some parts lacked depth. Fundraising section was a bit basic."

"The marketing sections didn't offer much beyond basic principles."

"As mentioned by others, it seems geared more towards larger organizations... some sections felt basic."

Led by experts with real-world insights.

"Michael Kaiser and Brett Egan's lectures are engaging and full of real-world examples."

"The instructors are clearly experts."

"The instructors convey the material well."

"The instructors' experience shines through."

Apply concepts directly to your organization.

"The planning activities were challenging but very helpful in applying the concepts to my own organization."

"The weekly assignments helped reinforce the learning."

"The pacing was good... allowing time to absorb the material and complete the planning activities."

"The planning exercises are the highlight, providing a tangible way to use the learning."

Clear, actionable model for growth.

"This course was incredibly insightful and practical. The Cycle framework provides a clear roadmap for arts organizations."

"The Cycle concept is powerful... understanding the interconnectedness of programming, marketing, fundraising, and governance."

"The Cycle model is explained thoroughly and logically."

"Essential learning for arts administrators! The Cycle is a game-changer."

May require adaptation for small non-profits.

"The focus is heavily on larger institutions; smaller non-profits might find it harder to directly apply everything without significant adaptation."

"Would have appreciated more specific examples for different types of organizations..."

"Disappointing. The content felt too generic for smaller organizations."

"it seems geared more towards larger organizations, but the principles can be adapted."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in The Cycle: Management of Successful Arts and Cultural Organizations with these activities:

Volunteer at a Local Arts or Cultural Organization

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Volunteering at an arts or cultural organization provides firsthand experience with the implementation of this course's principles.

Browse courses on Arts Management

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Identify a local arts or cultural organization to volunteer at
Contact the organization and inquire about volunteer opportunities
Sign up for a volunteer shift and attend

Attend a Workshop on the Management of Arts and Cultural Organizations

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Attending a workshop offers a great opportunity to ask questions and network with professionals about managing arts and cultural organizations.

Browse courses on Arts Management

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Find a relevant workshop to attend
Register and attend the workshop
Participate actively in the workshop
Take notes and ask questions

Read 'The Art of Managing Organizations'

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This book reinforces the principles of organizational management and capacity building introduced in the course.

View The Cycle: A Practical Approach to Managing... on Amazon

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Purchase and read 'The Art of Managing Organizations'
Take notes on the key principles introduced in the book
Consider how the principles apply to your own organization

Three other activities

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Design a Programmatic Marketing Plan

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Developing a targeted programmatic marketing plan contributes to building a strong organizational base of financial support.

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Review the principles of programmatic marketing
Identify your target audience
Develop a marketing plan

Develop an Institutional Marketing Strategy

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Creating an institutional marketing strategy is an effective method of grabbing audience attention and organization loyalty.

Browse courses on Marketing

Show steps

Review the principles of institutional marketing
Identify your target audience
Develop a unique value proposition
Create a marketing plan

Develop a Fundraising Plan

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Crafting a strong fundraising plan is essential for long-term growth and the financial health of any arts and organization.

Browse courses on Fundraising

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Review the principles of fundraising
Identify your target audience
Develop a fundraising plan
Implement your fundraising plan

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.

See salaries and explore the career path for Marketing Manager

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.

See salaries and explore the career path for Program Manager

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.

See salaries and explore the career path for Nonprofit Manager

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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