UNIVERSITY OF KENTUCKY ARTS ADMINISTRATION PORTFOLIO
|
My Experience
Over the last two years I have had the pleasure of gaining so much knowledge through my courses in the Master of Arts Administration Program from the University of Kentucky. My classes have ranged from critically thinking about arts and an artists' role in society, all the way to financial management and program sustainability. I have also had the opportunity to be involved as an intern and part-time employee at the Grand Rapids Symphony during my education in the program. As I look back on my learning, I believe I have gained the understanding for what it takes to see the big picture when leading and building up an arts organization to reach its full potential. Many thanks to my professors, The Grand Rapids Symphony, & all those who have helped me get to where I am today! |
In this portfolio, I have included a number of my projects & divided my learning into six different sections:
1. The Big Picture 2. Financial Management 3. Marketing/Fundraising 4. Management/Leadership 5. Arts in Society 6. Sustainability |
My Course List
AAD 530 The Arts and Artists in Society AAD 540 Grant Writing Seminar in Arts Administration AAD 600 Arts Administration Technologies AAD 610 Financial Management for Arts Organizations AAD 620 Management and Leadership in the Arts AAD 630 Marketing Research and Planning for Arts Organizations AAD 640 Principles of Fundraising AAD 650 Arts and the Law AAD 660 Social and Cultural Entrepreneurship in the Arts AAD 699 Arts Administration Internship - GR Symphony AAD 730 Marketing Strategies and Applications for Arts Organizations AAD 740 Fundraising Techniques AAD 750 Capstone Course in Arts Administration |
**Some of my projects have utilized The Grand Rapids Symphony logo & concert information. They are not a direct representation of the Grand Rapids Symphony.
PORTFOLIO
1) The Big Picture
|
In order to lead an organization it is important to be able to analyze what strengths, weaknesses, opportunities, and threats it will or has encountered. In my AAD 750 Capstone course I was able to consolidate all of my learning and outline a strategic plan for a Museum located in the United States that was struggling to maintain itself. After reading a Harvard Business Case Review on Museum XYZ, I put myself in the role of the new CEO. The attached video showcases the strategic plan I put forth based on the written plan that I crafted. When creating this project, I had to use all of my acquired skills to analyze how to turn the Museum's weaknesses into new possibilities. In this section of my portfolio I have attached my Capstone Video Presentation and Case Analysis Paper. Through the project I learned that solidifying an organization's identity, leadership, finances, and image will leave it in good standing for a prosperous future. |
AAD 750 - Capstone Video Presentation
AAD 750 - Analysis Paper
| |||
2) Financial Management
|
After looking at the big picture, it is necessary to understand the financial health of an organization. As hard as it is to talk about money, the bottom line is that it is important (no pun intended)! In my AAD 610 Financial Management for Arts Organizations course we focused on understanding all aspects of a non-profit's revenue, expenses, financial indicators, and the financial forecasting necessary to keep its programming up and running.
For this section of my portfolio I have selected to showcase my individual paper that focused on the financial condition of the Oregon Symphony and then a group project where I contributed in creating an operational budget for the organization. The financial information for these projects was obtained from the Oregon Symphony's website and their Guidestar listing. |
AAD 610 - Financial Condition Paper Oregon Symphony
| ||||||
3) Marketing & Fundraising
An organization's outreach and the image it portrays to its audience and donors are important. The marketing materials it sends out are a direct link to its overall mission. In this section I have chosen to showcase some of my work from: AAD 730 Marketing Strategies, AAD 640 Principles of Fundraising, AAD 740 Fundraising Techniques, & AAD 600 Arts Administration Technologies. These courses have taught me the importance of using technology and design tools effectively in showcasing an image that strengthens the mission of an organization. Marketing should be pinpointed to audience members that are interested in the mission to generate funds. I used The Grand Rapids Symphony as my organization of choice when creating some of these materials.
|
AAD 730 - Marketing Strategic Plan for The GR Symphony
The marketing plan above includes analyzing social media outreach and new avenues to pull in a younger demographic.
AAD 640 - Red Cross Fundraising Ethics Paper
Ethics in fundraising is an important issue. After the disasters of Hurricane Katrina in 2005, The American Red Cross breached donor ethics. I discuss the importance of transparency for non-profit organizations as they deal with disaster relief and how they record and use donations in the reaction paper above.
|
AAD 740 - Annual Fund Package
Creating an annual fund campaign is an important way the development staff of an organization can draw in unrestricted revenue to aid in programming. In my Fundraising Techniques course I used the Grand Rapids Symphony, its mission, its logo, and its organizations' events to help craft my own annual fund campaign that would be sent out to prospective donors.
| ||||||
**The above documents were not created by or for The Grand Rapids Symphony.
AAD 730 - Holiday Ad
Below is a 5x7 direct mail postcard advertisement that I created for an already existing Holiday Concert at the Grand Rapids Symphony. It showcases a large 'call to action' yellow information blurb. The color scheme is reminiscent of the Holiday Season and the hierarchy of typography and information is directed to show the importance of different elements of the event. I chose to create a 5x7 postcard because it is larger than a typical postcard and will be more prominent and visible in the mail.
*This document used Grand Rapids Symphony logos and event information but is not an actual publication approved by the Grand Rapids Symphony.
*This document used Grand Rapids Symphony logos and event information but is not an actual publication approved by the Grand Rapids Symphony.
AAD 740 - Planned Giving Brochure Front & Back
Generating funds is important. Planned giving and major gifts from patrons and audience members are one of the greatest sources of operating funds for arts organizations in the U.S. The planned giving brochure I created below showcases a gift acceptance policy and giving options for patrons to contribute to an organization. As a piece of direct mail and print, this can be mailed out or handed to donors in solicitation meetings. It is brief but gives clear communication as to how to connect with someone in the administration offices to set up a meeting or if further questions about the giving process exist.
*This document used free stock photos from pexel.com, donor testimonies from the Grand Rapids Symphony website, and Grand Rapids Symphony logos, this is not an actual publication approved by the Grand Rapids Symphony.
*This document used free stock photos from pexel.com, donor testimonies from the Grand Rapids Symphony website, and Grand Rapids Symphony logos, this is not an actual publication approved by the Grand Rapids Symphony.
|
|
AAD 740 - Gala Invitation & Reply Card
Special Events are another option to bring in unrestricted funds. Below I created an invite/reply card with envelopes for an existing event that the Grand Rapids Symphony will be holding. The layout and information I chose to include highlight what I thought were the most important aspects of the event and how to purchase tickets. I chose the color scheme to match the logo the Grand Rapids Symphony had created for the event and wanted to tie it in with the planned giving brochure that I also created. The color scheme and inclusion of the logo add to the unified branding that is necessary when marketing an organization. A number of payment options are included and contact information readily visible on both the invite and response card.
*This document used Grand Rapids Symphony logos and event information but is not an actual publication approved by the Grand Rapids Symphony.
*This document used Grand Rapids Symphony logos and event information but is not an actual publication approved by the Grand Rapids Symphony.
Gala Invite
|
Gala Reply Card
|
AAD 740 - Communication Piece/Magazine
The below magazine/newsletter is another piece of direct mail that I have designed using The Grand Rapids Symphony logos and some concert information. Its aim is to provide updates and a note of thanks to audience members and donors of the symphony. I have used a similar color scheme as I created in the planned giving brochure and the special event invitation. The titles and hierarchy of information is highlighted with different typographic styles to draw in the viewers' eyes.
*The above magazine was not created by or for The Grand Rapids Symphony and is not a direct representation of the organization.
AAD 600 - Donor Presentation for NEFA
The below PowerPoint presentation includes voice-over elements and information on how to connect with the mission of the New England Foundation for the Arts, NEFA. This type of presentation can either be sent to donors via email or used in a formal presentation.
AAD 600 - Email Campaign
To the right is an email campaign created through MailChimp. This is an easy and inexpensive resource that can be used to quickly reach an audience in this fast paced world. The link to the email blast is here. In creation of the e-blast I included a link to the event as well as a way to connect and RSVP. It gives a brief overview of the event.
|
| ||
4) Management & Leadership
|
AAD 620 - Personality/Management Assessment
Understanding how to lead people includes a great level of self-awareness. During my course AAD 620 Management and Leadership I took the Myers Briggs Personality test for the first time. My personality type is that of an ESTJ. According to Truity.com, 6% of women are ESTJ's. I showcase qualities of: extroversion over introversion, sensing over intuition, thinking over feeling, and judging over perceiving. ESTJs have the following nicknames: The supervisor & the executive.
|
AAD 620 - Management & Leadership Project
Along with learning my own management style, I created a fictitious music organization with its own management structure, board manual with bylaws, articles, recruitment, evaluations, & job descriptions. When managing an organization, it is vital to include structure and evaluation plans for future success.
| ||
5) Arts & Society
Arts impact society, but inversely, society impacts art. In my entrepreneurship class I took a dive into understanding these concepts.
AAD 660 - Entrepreneurship, Program Mapping, & Program Proposal
|
Artists have a unique ability to use their mediums and modes of impact to create cultural change and challenge a community. In my entrepreneurship course I looked at the area where I live for a gap, a solution, and then how to create a program to fill that need. Using my skills and knowledge of the violin and music I created a program map and a proposal that could potentially be sent to a foundation to receive grant money to see the program through. Below are projects that include: a paper on the definition of a cultural entrepreneur, my mapping of a potential program, & the final program proposal for a free after-school Suzuki violin lesson program for at-risk youth in Grand Rapids, MI.
|
| ||||
6) Sustainability & Program Design
After program design & budget creation, sustainability is crucial and often comes in the form of applying for grants from foundations. In my seminar in grant writing course, the two projects below showcase how a program can be outlined. The Letter of Intent is a brief inquiry used to contact a foundation before a full grant proposal is sent in. The LOI (Letter of Intent) is broken into 7 parts: a summary, statement of need, project design, outcome, credentials of staff/organization, budget, and closing. A good program design showcases that the program is sustainable through proper planning and that the money awarded will be used to implement the methods and address the needs stated.
|
AAD 540 - Program Design
|
AAD 540 - Letter of Intent - LOI
|
|
| ||||
**The above documents use elements of The Grand Rapids Symphony's existing Access to Music Concert and logo but are not a direct representation of the program or symphony.
CONCLUSION
I have learned so much!
1. The Big Picture
2. Financial Management
3. Marketing/Fundraising
4. Management/Leadership
5. Arts in Society
6. Sustainability
I am excited to see what the future holds and where my education and skills will lead me. Many thanks to my professors at the University of Kentucky & the employees, musicians, and board of The Grand Rapids Symphony for allowing me to be a part of bringing great music to the West Michigan Community as I learn and grow.
Gratefully,
Larissa Fall
1. The Big Picture
2. Financial Management
3. Marketing/Fundraising
4. Management/Leadership
5. Arts in Society
6. Sustainability
I am excited to see what the future holds and where my education and skills will lead me. Many thanks to my professors at the University of Kentucky & the employees, musicians, and board of The Grand Rapids Symphony for allowing me to be a part of bringing great music to the West Michigan Community as I learn and grow.
Gratefully,
Larissa Fall