AMA Conference 2020

Storytelling

Storytelling

Issue 65 / Winter 2017

Once upon a time …

Storytelling is the social and cultural activity of sharing stories and in this issue of JAM we explore how storytelling is being used in marketing and fundraising across the sector to connect arts, heritage and cultural organisations with their audiences and supporters.
Adam Thurman opens this theme with his reflection on the importance of marketing as the art of telling an organisation’s story to promote its work and values.
Pilot Theatre’s production A Restless Place, gave the theatre an invaluable opportunity to gain feedback on the audience’s own stories and experiences in response to the show. Lucy Hammond poses the question: “What does home mean to you?”.
PRS Foundation uses video storytelling to help promote and recruit applicants to its Momentum Music Fund. Maxie Gedge describes how this video content also provides an effective audience development opportunity.
Janneke Geene considers the importance of storytelling in fundraising and marketing and how the stories of 100 Radical Heroes has become the flagship of the People’s History Museum’s individual giving campaign.
In 2016 the Heritage Lottery Fund (HLF) set the challenge of telling one story a week about someone whose life has changed for the better thanks to HLF funding. Simon Oliver explains how this was achieved through the Changing Lives campaign.
Melissa Darby shares key learnings, background and process behind the live paintings created to promote the National Gallery’s recent exhibition Beyond Caravaggio.
The AMA’s new CEO Cath Hume shares her thoughts on the future of the AMA and the spotlight falls on Fiona Higgins, the AMA’s Business Development Associate.
 
Any thoughts, comments or suggestions for JAM? Please email the Editor, Jacqueline Haxton at jacqueline@a-m-a.co.uk.
 
JAM cover image courtesy of PRS for Music Foundation  © Victor Frankowski. Video recording session of musician Throwing Shade.