Shared Ambition
Explore how to super-charge your marketing and fundraising activity with resources inspired by this popular AMA programme.

Shared Ambition
Explore how to super-charge your marketing and fundraising activity with resources inspired by this popular AMA programme
The programme
The programme
Shared Ambition is built to support small organisations applying or reapplying for NPO status by developing how they talk about audiences and income generation in their applications.
The programme is spread across five half day sessions, that focus on essential topics:
- Cause and Brand
- Understanding audiences
- Income generation
- Building audiences
- Communications
Below you can explore a selection of curated resources that supplement the sessions undertaken within the programme.
Please note: Whilst this programme has a focus on small organisations, these resources are suitable for anyone looking to improve their marketing and fundraising activity.
Shared Ambition is delivered by AMA in partnership with Arts Fundraising & Philanthropy, and is subsidised by Arts Council England.
Cause and Brand
These resources explore how to articulate your Cause and Brand more effectively.

Personality, purpose and heart: how your website can better reflect your brand. Part 1.

Creative Resilience Canvas – an introduction and template

Creating a vision of a more inclusive, relevant future

The Ultimate Guide to Partnerships between Museums and Brands
Understanding audiences
These resources explore ways to get to know your audiences better.

Segmenting your online audiences to improve digital effectiveness
Income generation
These resources explore how you can develop and diversify your income streams.
Building audiences
These resources explore how to develop strategies to reach your target audiences.

Now, New and Next for cultural fundraisers. What next?
Communications
These resources explore how to effectively communicate with your audiences and stakeholders.