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Strategic Planning in the Arts: A Practical Guide
Educational Programming
When developing education and outreach plans, an organization must clarify its goals. Defining purpose, target audience, and method of delivery will direct the development of educational programs that are effective in practice -- not just on grant applications.
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Many arts organizations feel a deep commitment to building the next generation of art lovers and creative artists. Their mission statements clearly and explicitly attest to this commitment. Other arts organizations are feeling pressure from corporate, foundation and government funders to mount educational programming for underserved audiences and, to a lesser extent, to train talented young artists without the resources to pursue arts training on their own. For both types of organizations, there is an increasing focus on developing and implementing education and training programs.
When developing education and outreach plans, the organization must delineate its goals. Is the purpose to expose under-served audiences to the art form? to use the art form as a method of building character? to use the art form to reinforce academic subjects? to train young professionals? This decision will affect the design of the outreach programming.
EXPOSURE
Many arts organizations develop outreach programming meant to expose the uninitiated to the beauty of the art form. Of course, the first decision is to select the target of these outreach efforts. Some arts institutions focus exclusively on children, others to selected ethnic communities, senior citizens or even prisoners. This selection must depend on the mission of the organization and the availability of funding. These programs are crucial since many public school districts have been forced to abandon arts programming altogether.
Performing arts organizations that rely on touring are under increasing pressure to provide more outreach services while residing in tour cities. The local funders want to know that something was left behind when the company leaves for the next tour city. In-school programs and children's performances are becoming routine for many touring companies.
Ideally, the programs developed for this audience would be coordinated so that arts education would be pursued in some reasonable manner. At present, many students receive a mixed bag of programs that are not integrated into a meaningful curriculum.
One must question, for example, the lasting impact of the traditional method of exposing young people to the arts - the one hour assembly program. Repeated exposure for a limited number of students appears to be more effective than one lecture-demonstration for thousands.
BUILDING CHARACTER
With increasing frequency, arts organizations are developing sophisticated programs that use arts training to instill self-discipline and self-esteem. The joy of improving one's dancing (or painting or acting) skills and developing the discipline to excel in an art form are important life experiences. Requiring extended exposure, these programs can be quite costly to mount.
Funders have become more savvy in differentiating between outreach programs. Underwriting for serious efforts that affect young people is available; substantial funding is no longer available for superficial, poorly designed programs. Of course, receiving funding for any program will depend, in some measure, on the reputation the organization has developed for its education and training programs. The techniques for building visibility apply as much to an outreach program as to a performance or exhibition series.
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