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Growing Pains in the Arts

Getting good at fundraising, marketing and governance
Presented by Tasmanian Symphony Orchestra & Arts Tasmania

About the program

Tasmanian Symphony OrchestraThe Tasmanian Symphony Orchestra and Arts Tasmania, together with the University of Tasmania are offering a series of skill development seminars for Tasmania’s small-to-medium creative sector.

The program is geared to organisations and practices that are presenting great work but faced with constant issues of sustainability and wondering how to get the next thing off the ground.

Over six separate modules, participants will be able to bring real-life working situations to the table and walk away with a suite of tools and concrete plans to help their practice or organisation. The program is designed to build skills in important areas of revenue generation and governance.

Importantly, participants will have the opportunity to spend time with and learn from each other, and become part of a rich and diverse alumni group with the potential to change the outlook of the Tasmanian arts and cultural sector.

Who should attend?

The program is open to all organisations and individual artists working in performing and visual arts and the wider creative industries. It will suit those responsible for managing arts and cultural organisations, and early-to-mid career arts and creative industries managers. It is also open to post-graduate and final-year students studying creative industries disciplines.

Each module will address key principles of fundraising, marketing, communications and governance and provide time to discuss and workshop current issues.

Modules 5 and 6 are recommended for Chairs and General Managers including those who are not artists or creatives themselves.


Participants may book for the entire series or module by module. Each module will be in the format of a two-hour seminar/workshop.

The Launceston course will be offered as two full-day intensives.

Course content

Module 1 | Raising funds for your arts practice and projects

  • What are the different funding options?
  • Why will they fund you?
  • Pros and cons of each option
  • What’s the most appropriate vehicle for your project?
  • What’s your case for support and positioning?

Module 2 | How to build and maintain your donor base

  • Donor development
  • Where do your donors come from?
  • Donor cultivation – getting to know your people
  • Donor stewardship – creating lasting relationships
  • What’s a major gift?
  • Understanding the process
  • Asking for support (the face-to-face way)

Module 3 | How to write a great marketing plan

  • Principles of arts marketing
  • Why are artists the best marketers for their own work?
  • What does great arts marketing look like?
  • Anatomy of a marketing plan
  • Writing your plan

Module 4 | How to leverage traditional and digital communications channels

  • What are the various free – ‘below the line’ communications channels?
  • How to tell a relevant story
  • How to write a great press release
  • How to do a radio interview
  • What about social media?

Module 5 | Good governance – what is it? And why is it so important?

  • What is governance?
  • Why do we need it?
  • What do boards do?
  • Role of directors and the chairman
  • Working with and reporting to boards
  • Where is the fine line between governance and management?

Module 6 | Enlisting public support

  • Introduction to Public Value theory
  • Why is Public Value important for arts organisations?
  • Public Value strategy
  • Measuring and communicating Public Value

Dates and locations



Tasmanian Symphony Orchestra Studio
Federation Hall
1 Davey Street
Hobart TAS 7000


Monday 13, 20, 27 May & 3 June

  • Modules 1 - 4
  • 6:00 - 8:00 pm

Monday 5 & 12 August

  • Modules 5 - 6
  • 6:00 - 8:00 pm


University of Tasmania
Inveresk Campus


Wednesday 29 May

  • 9:00 am - 1:00 pm – Module 1-2
  • 1:30 pm - 5:30 pm – Module 3-4

Friday 13 September

  • 10:00 am - 12:00 pm – Module 5
  • 12:30 pm - 2:30 pm – Module 6


Caroline Sharpen

Tasmanian Symphony Orchestra
Modules 1 & 2

Caroline SharpenCaroline commenced as CEO of the Tasmanian Symphony Orchestra in January, 2019. Prior to this, she worked in the arts for more than 20 years in Australia and the United States in organisations including the Sydney Symphony Orchestra, National Symphony Orchestra (Washington DC) and Musica Viva Australia. Throughout this time, Caroline worked with governments, corporate partners and many of Australia’s most generous philanthropists, aligning the strategy and needs of organisations with financial resources.

In 2013, Caroline completed her MBA and established ShapenCIC – a management consulting firm supporting creative sector organisations and practices in strategy and revenue development. Ensuring that arts organisations and practices are strategic, sure-footed and sustainable is a particular passion and Caroline is a regular guest presenter, trainer and mentor for Creative Partnerships Australia, Musica Viva Futuremakers, Monash University and the University of Tasmania.

Samuel Cairnduff

Director Marketing & Communications
Tasmanian Symphony Orchestra
Modules 3 & 4

Samuel CairnduffSam has been Director Marketing and Communications at the Tasmanian Symphony Orchestra since 2017. In this role at the TSO he leads all marketing, sales and PR activities for the orchestra, as well as overseeing and developing the TSO corporate partnership portfolio. He leads a team that has been responsible for the most significant subscription and sales results during the TSO’s 70 year history.

He has a strong background in media and marketing, particularly in the arts sector, and ran his own concert production, touring and arts communications company, SJEMG, in London for 10 years, with an active presence across the UK.

Sam grew up in Tasmania but lived away for nearly 20 years before returning to Hobart in 2016. He was based in London for 11 years and spent 5 years working in the US. He is an alumnus of the Tasmanian Leaders Program (2018).

Dr David Rich

Tasmanian Symphony Orchestra 
Module 5

Dr David RichDavid was elected to the TSO Board in May 2008, became Deputy Chair in May 2013 and was elected Chair in May 2015. He is a director of the Australian Major Performing Arts Group that represents Australia’s 29 major performing arts companies. He is also First Vice-President of Theatre North that runs the Princess Theatre and the Earl Arts Centre in Launceston; he was President from 2013-2018. David has previously been a director of the Tasmanian Academy and the Australian Maritime College. He is a Graduate of the Australian Institute of Company Directors and for two years served on its national Not-for-Profit Advisory Board.

From 2007 until 2013, David was Provost of the University of Tasmania. He previously worked at the University of New England in Armidale (NSW), Macquarie University in Sydney and the University of Exeter in the UK. He graduated with MA and PhD degrees from the University of Cambridge. He has a background as a geographer, and he has worked extensively in the field of e-learning.

Jacqui Allen

Deputy Secretary
Cultural & Tourism Development
Department of State Growth
Module 6

Jaqui AllenA former Ministerial Advisor for the West Australian Government, Jacqui has also undertaken roles in performing arts management, arts funding, policy and managed a number of government capital works programs at the WA Department of Culture and the Arts.

She was the Deputy Director-General of that Department from 2009 until December 2012, when she joined the Tasmanian Government in the role of Deputy Secretary, Culture, Recreation and Sport.

In her current role as Deputy Secretary, Cultural and Tourism Development with the Department for State Growth, Jacqui’s responsibilities include Arts Tasmania, Events Tasmania, Screen Tasmania, Tasmanian Museum and Art Gallery and Tourism and Hospitality Supply-Side support.

Jacqui has a BA in Arts Management from the WA Academy of Performing Arts. In addition to a Postgraduate Diploma of Business (Marketing) she is a graduate of the ANZSOG Executive Masters of Public Administration program.

Guest Contributors

Dr David Sudmalis, Director, Arts Tasmania
Jane Haley, CEO, Ten Days on the Island

Course fees


Full program: $400*
Per module: $150


Full program: $250*
Per module: $75

*Arts Tasmania Fee Support
Arts Tasmania is providing a subsidy of the full program fee ($800). The subsidy will apply for the first 25 participants booking for the full six-module program (in any centre).

The Arts Tasmania subsidy varies as the course will be delivered as an intensive in Launceston.

The subsidy may apply for up to two people per organisation and individual artists. No subsidy is available for individual modules.

Organisations may send two participants for each booking.

For more information please contact the Tasmanian Symphony Orchestra on 03 6232 4450.

How to register


Full program Various Register
Module 1
Raising funds for your arts practice and projects
Mon 13/5/19 6:00 pm Register
Module 2
How to build and maintain your donor base
Mon 20/5/19 6:00 pm Register
Module 3
How to write a great marketing plan
Mon 27/5/19 6:00 pm Register
Module 4
How to leverage traditional and digital communications channels
Mon 3/6/19 6:00 pm Register
Module 5
Good governance – what is it? And why is it so important?
Mon 5/8/19 6:00 pm Register
Module 6
Enlisting public support
Mon 12/8/19 6:00 pm Register


Full program Various Register
Module 1 & 2
Raising funds for your arts practice and projects
How to build and maintain your donor base

Wed 29/5/19 9:00 am

Module 3 & 4
How to write a great marketing plan
How to leverage traditional and digital communications channels

Wed 29/5/19 1:30 pm

Module 5
Good governance – what is it? And why is it so important?
Fri 13/9/19 10:00 am Register
Module 6
Enlisting public support
Fri 13/9/19 12:30 pm Register