Strategic Planning/Business Plan Development
Renee Herrell, M.A., CFRE

Strategic Planning is a tool to articulate goals and objectives that will lead to the accomplishment of the mission of the organization. This course will provide the "how to" of strategic planning for Board, staff and volunteers of arts and culture organizations. Through the strategic planning process, you will closely examine your organization's mission, operations, human resources (Board, staff and volunteers), budget, program effectiveness, community needs, and overall nonprofit compliance. Establishing the short and long-range goals for your organization, will help you determine where to allocate resources to accomplish your goals.

Learn the joys of strategic planning including:

• How to engage your Board, staff and volunteers in the process
• Create a vision statement
• Collect and analyze data from your key stakeholders
• Identify organizational goals and objectives
• Write and effectively implement a strategic plan

Board Development
Wesley Brustad

This class will show you how to put institutional leadership back on track. We will examine (1) the changing character of trustees, (2) how and whom to recruit on the board, (3) ) the dismantling of traditional boardsmanship, (4) putting in place a new paradigm of governance that works, (5) roles and accountabilities of trustees and staff, and (6) on-going professional development of trustees.

• Individual versus organizational leadership
• The need for boards
• Boards determine value
• Governance by policy

Effective Grant Writing/Proposal Writing
Elective
Cristina Chacon

The goal of this course is to learn how to find funding for the arts and culture sector through strong proposal development. The course will be a hands-on research and development of winning grant proposals.

Highlights:

• An overview of the grant making landscape, including the various types of philanthropic foundations, corporate and government funding mechanisms.
• An understanding of the grant making process and how to navigate it.
• Analysis of the sections that comprise a standard grant proposal.
• Resources and strategies for finding potential funders and matching them with an organization's funding needs.
• An understanding of budgeting, logic models, and evaluation.

Financial Management for the Arts and Nonprofits
JoAnne Berg, CPA

The purpose of this course is to empower Executive Directors and staff to be more effective in their duties related to the financial management of their organizations. The ultimate purpose is to enable the organizations themselves to become stronger, more effective, and more sustainable — and thus more likely to find success in achieving their mission. There are no prerequisites other than an interest in the sector and a desire to learn, some exposure to the Not for profit sector is assumed; no financial or accounting background is necessary.

Highlights:

• Understand different types of arts non-profits based on their funding models and how that impacts financial systems and reporting
• Understand a basic set of Not for Profit financial statements
• Be informed about specialized accounting rules applying to non profits, with emphasis in the arts
• Be able to analyze the financial health of an organization using the financials
• Understand the form 990 and other compliance requirements
• Improve their ability to supervise the accounting function
• Set up best practices for an accounting department, a finance committee, and an audit committee

Social Media for the Arts-Beginner level
Elective
CJ Lucke

Social media is here to stay, so get on the bandwagon now and learn how to use it to your advantage. New media channels provide opportunities to learn about your customers, engage with them and build a loyal following.

New media gives businesses an opportunity to be on a level playing field with large brands and provides customers with a public voice.

Students will learn how to use free marketing tools to increase business profits over time. A few of the social media free tools covered in class are:

• Linkedin
• Twitter
• Facebook Fan Pages and ads
• Yelp
• Blogging
• Flickr
• Youtube and the growing importance of video

Evaluation:
At the end of the final workshop, participants seeking to attain their certificate will be expected to successfully complete a quiz consisting of multiple choice questions. The questions may relate to materials discussed from lecture, case studies, or guest speakers. A passing rate of 70% is required.
Participant's attendance is required: rate is of 75% in order to complete the course successfully.

Policies:
Participant questions and relevant discussion are encouraged. Questions which require more in-depth responses may be deferred to the end of class.
Participants must attend 75% of the sessions to receive workshop credit towards certification.

Website Optimization-SEO and Marketing Strategies
Elective
Al Salcedo, MS, MBA

The Internet brings many unique benefits to marketing, including low cost and ubiquitous distribution of media to a global audience. The interactive nature of Internet marketing, both in terms of instant response and in eliciting response, are unique qualities of the medium. This course takes a complex topic, and boils it down into three subject areas that every business owner including nonprofits must know in order to have a successful, profitable online presence.

Learn how to

• Be Found Online
• Search Engine Optimization
• Links and Site Promotion
• Web 2.0
• Convert Visitors to Customers
• Translating Business Objectives Online
• The Conversion Cycle
• The Sales Funnel
• Email and Mobile Marketing
• Track Progress and Results
• Analytics

Fundraising for the Arts

This course provides the tools for effective fundraising for nonprofit arts and culture organizations. Early career arts administrators, individuals considering a career transition to the arts, artists interested in starting their own companies or board members and volunteers who want to become more informed and effective, will come away with a stronger understanding of what it takes to raise funds to sustain and grow an arts and culture organization.

Highlights:

• To involve Board and staff in developing the fundraising plan to build relationships for a successful organization
• To build your organization's funding through Memberships, Annual Giving, Major Gifts, Business/Corporate and Foundation solicitations, Capital Campaigns and Planned Giving.
• To create a Recognition Plan to "showcase" donors.

Nonprofit Management for the Arts
Felicia Shaw

This course provides a "nuts and bolts" overview of management practices within nonprofit arts and culture organizations. Early career arts administrators, individuals considering a career transition to the arts, artists interested in starting their own companies or board members and volunteers who want to become more informed and effective, will come away with a stronger understanding of the pillars of arts management: strategic planning, board development, fundraising and marketing.

You'll learn:

• The 8 stages of planning and how to conduct a SWOT Analysis
• Roles and responsibilities of an effective board
• The essentials of proposal writing
• Arts marketing in the age of social media
• And more . . .

Come for the networking and opportunity to learn how San Diego's arts and culture community really works!

Marketing for the Arts
Sara Wilensky Napoli

In this three-session course, we will cover the essential elements of a strong marketing and communications program, including:

• De-mystifying the branding process.
• Becoming distinct and memorable to the target audience.
• Audience segmentation - knowing and growing your followers.
• Building a strong foundation through research and analysis.
• Creating compelling messages.
• Packaging your product - lights, music, action!
• Formation and promotion of sponsorships.
• The power of cause marketing partnerships.
• Write a great marketing plan - think before you stink!
• Overview of advertising: methods and media.
• Earning news coverage.
• Measuring and maximizing your marketing effect.

Emphasis will be on practical application of concepts, using examples from successful local arts organizations and exercises to create actionable plans and ready-to-use tools. Students will interact with guest speakers, who will share insights from their work in the arts sector.