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Focus on Community case study cover with entrance to Farnham Maltings

Farnham Maltings Case Study: focus on community

How Farnham Maltings put the community at the heart of everything they do from fundraising campaigns to building an organisational mission. A case study by the ticketing and box office software provider Ticketsolve to support their sponsorship of the Small Scale Development Programme: Wales 2022  

Published: 2022 | Resource type: Case studies

Two feet with toes curling across a tightrope

Creative Resilience Canvas – an introduction and template

Mark Robinson, Thinking Practice, takes a fresh look at creative resilience and shares his thinking on the capacity of organisations and communities of people to be productive, valued and true to self-determined core purpose and identity.

Published: 2021 | Resource type: Guide/tools

Book cover blue keys on yellow background

Nina Simon: The art of relevance

This free read online edition of Nina Simon‘s The Art of Relevance explores how mission-driven organisations can matter more to more people.

Published: 2016 | Resource type: Guide/tools

Arts Survival Training: An AMA Podcast. Episode 1 – Mission, Vision and Values

Arts Survival Training is a podcast from the Arts Marketing Association about creating stronger, more resilient arts organisations. In each episode, you’ll hear UK arts professionals weigh in on the skills and mindsets our field needs in order to survive in the face of social, political, and environmental challenges. Arts Survival Training is hosted, edited, and produced ... Read more

Published: 2020 | Resource type: Article


Business planning during a time of change

Jo Towler, Executive Director of Candoco Dance Company, spoke to AMA editor, Jacqueline Haxton, about how Creative United’s Prosper advisor Marina Norris helped Candoco develop its Business Plan during a time of organisational change.

Published: 2018 | Resource type: article

Scrabble tiles spell out the word 'vision'

Quick guide: vision & mission

A quick and simple toolkit to help you develop powerful vision and mission statements for your organisation. Based on training designed by Mel Larsen for the AMA’s Small Scale Development Programme.

Published: 2017 (updated 2021) | Resource type: Guide/tools

What is your core purpose?

In this article, which was originally published in Arts Professional, Michelle Wright from Cause4 asks the question: are vision, mission and values at the heart of good cultural fundraising? Michelle explains why arts organisations need to be clear about their fundamental purpose; that vision, mission and purpose states the organisation’s essence, character and direction.

Published: 2015 | Resource type: article

AMA Conference 2013 Game Change Logo

Review your organisation’s vision and future direction to develop both art and audience

Andrew McIntyre explores how to review your organisation’s vision and future direction to develop both art and audience. This is a transcript from Andrew’s masterclass at AMA Conference 2013.

Published: 2013 | Resource type: Guide/tools

Mission Impossible headline screen shot

The relationship between mission statements and the people they serve

Ivan Wadeson investigates the relationship of the mission statement to audiences, visitors and participants – the public.

Published: 2013 | Resource type: Guide/tools

Vision quest

A personal or company vision gives you a sense of how things could be. It’s your ideal future, it says what you, or even the world, could become (as opposed to your mission statement which reminds you of your more immediate purpose in terms of who, what, why and where). Einstein famously called the imagination a ‘preview of life’s coming attractions’ which hints at the ... Read more

Published: 2013 | Resource type: Guide/tools

Evaluating mission statement promises

Owning a bold vision is vital to inform a mission statement that everyone in your organisation can buy into. How audience focused is your organisation’s mission statement? Is it just a list of what you do? Or does it tell people why you do it and what’s in it for them? It’s easy to prove that you are keeping your promises if ... Read more

Published: 2013 | Resource type: Case studies

Insight required front cover

Changing arts audiences in the 21st century

Morris Hargreaves McIntyre detail seven pillars for arts organisations to potentially transform their audience development focus: vision-led, brand-driven, outcome-orientated, inter-disciplinary, insight-guided, interactively-engaged, and personalised.

Published: 2008 | Resource type: article

Mission possible

Report on a day event held by the AMA in 2007, which looked at arts organisations’ mission and vision statements.

Published: 2007 | Resource type: article