Leadership Program for Marketing and Development Professionals

The deadline to apply for this program has passed. Please use the below as a reference only.

Executive Leadership Program: Class 2

The League of American Orchestras is pleased to announce its Leadership Program for Development and Marketing Professionals – a key element in the League’s commitment to an expanded investment in talent and leadership development.  This program is a component of the Executive Leadership Program.

pdfDraft Agenda

Why is the League making this significant investment?

Research has shown that in the non-profit sector overall, and specifically in the orchestra world, there is:

  • high turnover in leadership roles, particularly in the marketing and development areas
  • an insufficient pool of qualified candidates to fill needed positions
  • a need for an enhanced portfolio of skills necessary to maximize effectiveness in our complex environments

The program has been created for those with primary development and/or marketing responsibilities, including those already serving as department heads or those who lead specific development/marketing areas (annual fund, capital campaign, etc.). 

Program Description

This leadership program is for an elite group of up to 25 development and marketing professionals who generally will have 3-8 years of experience and at least two years of doing this work for an orchestra.  Over a two-year period participants will design and implement plans for their individual orchestras and will learn how to lead orchestras in their evolution towards the new model of revenue growth through participation in seminars, workshops, and facilitated conference calls.

Gain the Skills to use the New Revenue Model

This program will explore the notion that a new model of revenue is emerging – one that blends ticket sales and fund raising into a single institution-wide vision of Audience.  More orchestras are looking at ticket buyers and donors as “members” along a similar continuum of involvement and engagement. These orchestras develop institution-wide strategies that move their “audiences” along the path toward greater involvement -- and greater revenue.  They also see clearly how these strategies tie directly to artistic achievement.

If you are selected, you will learn to:

  • Implement enterprise-wide strategies for revenue growth
  • Apply combined and coordinated development and marketing strategies that increase total customer value
  • Use advanced fundraising and marketing tactics more effectively
  • Understand lifetime value, loyalty, churn, how they relate to one another and how they affect attendance and contributions
  • Adopt a fact-based, best practices marketing and development approach
  • Lead and manage institutional change
  • Leverage the impact of digital media on marketing and fund raising

As a participant in the Leadership aspects of this program you will:

  • Grow your abilities and skills in contributing to the development and/or marketing efforts of your orchestra
  • Access new resources to develop your leadership abilities in the development and/or marketing fields
  • Develop an approach that balances new and emerging concepts with timeless principles
  • Receive support to fully integrate this work into the ongoing activity of your individual orchestra
  • Be identified as a member of a group of outstanding leaders who are committed to orchestras and who are known for their effectiveness

Elements of the Program

The program will be flexible, with curriculum and resources (particularly in the second year of the program), developed in response to the needs of the individuals and the group.

Those admitted to the program must commit to six days of required group activity in each of the two years, periodic web-based conference calls, and the development (in Year One) and implementation (in Year Two) of individual action plans.

For 2008-09 the program schedule includes:

  • Seminar focusing on organizational strategy, lifetime value, research as a key component of decision-making, brand development, and audience development with Seminar Directors Paul Hogle, Vice President for Institutional Advancement and Learning for the Atlanta Symphony Orchestra and David Snead, Vice President, Marketing for the New York Philharmonic.  Dates/Location: October 19-21 2008 (St. Paul/Minneapolis, MN)
  • Web-based conference calls scheduled throughout the year
  • Seminars that will offer additional professional development and focused learning (e.g., National Arts Strategies, Association for Fundraising Professionals)
  • Sessions with leading in-and-out of field professionals 
  • Session with Paul Hogle and David Snead on June 9, 2009 in Chicago, Illinois (abutting the League’s National Conference)
  • Personal and organizational action plan development (due Summer, 2009)
  • pdf Draft Agenda

For 2009-10:

The Program for Year Two (2009-10) will include six days of shared meeting time and conference calls with curriculum being built out of the experience of the first year. It will also include implementation of the (individually designed) action plans, with the work happening in each orchestra a primary area of focus for year two.

Cost of Program and Reimbursable Expenses

Those accepted to the program will be required to pay tuition of $1,000.  The Leadership Program for Development and Marketing Professionals represents a significant investment by the League of American Orchestras and its funders of approximately $25,000 in each participant, which includes the professional development grants.

The League will provide reimbursement of travel and housing up to $4,000 ($2,000 each year) in order to attend required Leadership Program events.

Applicant Guidelines

Candidates for participation in the League of American Orchestras’ Leadership Program for Development and Marketing Professionals will generally have:

  • 3-8 years’ experience with a major focus in either development and/or marketing (to include Executive Directors of small budget orchestras)
  • at least 2 years of doing this work for an orchestra

And who are:

  • in a position to lead and manage institutional change
  • committed to careers in American orchestras with a major focus on development and/or marketing work
  • committed to a two-year long program that will develop individual and organizational capacity

Selection Criteria

A maximum of 25 participants will be selected based on evidence of:

  • experience and accomplishment
  • ability to impact the development and/or marketing field
  • commitment to the orchestra field
  • motivation and goals for participating in the Leadership Program both for personal growth and for skill development in support of their orchestra’s development and/or marketing effort
  • institutional support for Leadership Program participation
  • collaborative spirit, openness, and intellectual curiosity

Application Process

Acceptance into the Leadership Program for Development and Marketing Professionals is available via competitive application.  A maximum of 25 individuals will be invited to participate.  Deadline for application and receipt of all supporting materials is August 15, 2008.  Applicants will be informed of their acceptance status not later than August 30, 2008.