We recommend the following resources to help clients and potential clients in various stages of problem definition, strategic planning, and implementation in marketing for the arts.

• White Papers
• Links
• Book Recommendations
• Articles and Presentations

White Papers

• Greetings!

• The Monthly News

• Shared Arts Endowments: The Way of the Future

• ArtsMarketing Online

A rich resource dedicated to the needs of nonprofit arts marketing professionals, developed by the Arts & Business Council as part of the National Arts Marketing Project. Features an interactive forum for dialogue on arts marketing issues and peer-to-peer learning.

• ArtsWire

This online communication site for the arts is a program of the New York Foundation for the Arts, featuring a weekly digest of arts news, a database of cultural resources and more.

• National Endowment for the Arts

The official NEA site, which features a nonprofit "gateway," a central starting point to help nonprofit organizations access federal information and services, and links to Federal arts resources.

• Open Studio

A national initiative of the Benton Foundation and the NEA, this site is a laboratory for the exploration of the technical tools and techniques that will serve arts and cultural organizations as they prepare for the networked environment of the next century.

The James Irvine Foundation is a private, nonprofit grantmaking foundation dedicated to enhancing the social, economic, and physical quality of life throughout California, and to enriching the State's intellectual and cultural environment.  The Foundation was established in 1937 by James Irvine, the California pioneer whose 110,000-acre ranch in Southern California was among the largest privately owned land holdings in the State. With assets of $1.6 billion, the Foundation makes grants of approximately $65 million annually for the people of California in the following categorical areas: Arts; Children, Youth and Families; Civic Culture; Health; Higher Education; Sustainable Communities; Workforce Development; Special Projects.

R.E.A.L. Experiences, Inc.  brings to museum planning and development a national database of informal learning research and adult preferences for learning. Within the past 3 years the R.E.A.L. Experiences, Inc. research team has interviewed hundreds of adult program participants, professional managers of museum education programs and educators about their experiences in museum programs.  The bottom line:  Successful museum programs change people's lives!  R.E.A.L. Experiences, Inc. is ready to make these changes.  Through a comprehensive assessment of program participant, instructor, museum staff, volunteers and board perspectives museums will improve the experiences they offer for adult learners.

Book Recommendations

Unless otherwise noted, the following books are available at most online and local bookstores.

• Peppers, Don, and Martha Rogers, PhD. 1997. The One-to-One Future: Building Relationships One Customer at a Time. Bantam Doubleday Dell. ISBN 0385485662. Peppers and Rogers pioneered the end of mass marketing rules and created the one dictum that is carrying marketing into the 21^st century—sell more products to fewer customers. Readers learn how to find their customer base and how to keep those customers loyal.
• Stevens, Louise K. 1987. Community Cultural Planning Work Kit, Volume I: Conducting a Community Cultural Assessment; Volume II: Developing a Strategic Cultural Plan. University of Massachusetts Arts Extension Center. Community cultural planning is an effective way to identify appropriate strategies for community and economic development through the arts. This work kit enables arts and community leaders to take a self-help approach to planning with minimal costs and consultant intervention. Order at http://www.umass.edu/aes/catbooks.htm#ccpwk, or by calling 1-413-545-2360. Download excerpts.
• Stevens, Louise K. 1991. Planning to Make the Arts Basic. ArtsMarket, Inc. ISBN 0-9630540-0-7. A report to the NEA on the impact and results of the Arts In Schools Basic Education Grants, based on field work, case studies, and qualitative and statistical data. Email ArtsMarket or call 406-582-7466.
• Stevens, Louise K. 1993. Through a Mirror: A Guide to Program Evaluation for Arts in Education. National Endowment for the Arts Cooperative Agreement NEA DCA 92-27. An accessible, informative how-to book developed for State Arts Agency’s Arts in Education Programs. The book provides an evaluation research primer, sample research plans, questionnaires, a pull-out section for the field, and an extensive reference guide. Email ArtsMarket or call 406-582-7466. Download Table of Contents and Preface.

• Stevens, Louise K. with Dr. Margaret Jane Wyszomirski. "Indexing the Impact of the Arts Industry." Presented at the 1997 Independent Sector research conferences, subsequently published by Independent Sector.
• Stevens, Louise K. " Impacts, Measurement, and Art Policy: Starting the Change Process." The Journal of Arts Management, Law, and Society. Volume 28, Number 3 (Fall, 1998): 225-28. Download article.
• Stevens, Louise K. "The Earnings Shift: The New Bottom Line Paradigm for the Arts Industry in a Market Driven Era." The Journal of Arts Management, Law, and Society. Volume 26, Number 2 (Summer, 1996): 101-113.

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