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Arts Management

Uniting Arts and Audiences in the 21st Century

Second Edition

Author Ellen Rosewall

Publication Date - February 2021

ISBN: 9780197513767

352 pages
6 1/8 x 9 1/4 inches

In Stock

Designed for students and practitioners with little experience in not-for-profit management, Arts Management provides an indispensable guide to the theory and practice of managing arts and cultural organizations.


Arts Management serves students at both the undergraduate and graduate levels in the Introduction to Arts Management course. This edition combines both theory and practical approaches, and addresses major issues including incorporating new technology and research into management programs; new information on fundraising by using programs like Kickstarter; effectively using "futuring" exercises in organizational planning; and addressing issues of diversity and inclusion.

New to this Edition

  • Inclusion of the latest research findings and changes in technology that have led to innovations in marketing, fundraising, and program design
  • New case studies representing responses to the COVID-19 pandemic and Black Lives Matter


  • Accessible presentation: written at a level and with a tone that is both engaging and approachable for beginning students
  • Thorough and comprehensive coverage: addresses all major issues necessary to prepare students for a career in Art Management, including topics like cultural sensitivity, challenges of a changing society, and community engagement that are not covered in many competition books

About the Author(s)

Ellen Rosewall is Professor Emerita at the University of Wisconsin-Green Bay, having recently retired as Professor and Chair of Arts Management where she coordinated and taught the Arts Management program. She is co-editor of Arts and Cultural Management: Critical and Primary Sources (2018), and has served as Vice President of the Association of Arts Administration Educators (AAAE) and President of both the Wisconsin Public Radio Association and Arts Wisconsin.


"Arts Management covers the gambit of issues in arts management. It is beautifully researched and written; sophisticated but accessible." --William Krause, Hollins University

"This book is developmentally appropriate for today's undergraduate student, and is both accessible in that regard and inviting of further engagement. The book feels personal -- as though the author is speaking from the page -- as opposed to overly sterile or clinical. The book feels like a teacher teaching me as opposed to a product teaching me." --Jenny Fiebig, Fayetteville State University

"This text is a comprehensive look at arts management that will help anyone with a vision of a non-profit arts organization move towards a realized arts organization." --Kimberly K. Harding, Florida A&M University

Table of Contents



    Chapter 1 What is Arts Management?
    Defining the arts
    Defining culture
    Defining arts management
    Organizing the arts through history
    The arts in America
    The arts in contemporary society
    In conclusion

    Chapter 2 Management in the Arts Organization
    Management today
    The four functions of management
    Historical development of management: 1776-1920
    Historical development of management: 1920-2000
    Management and the arts organization
    Leadership vs. management
    In conclusion

    Chapter 3 Organizational Structure
    Philosophy of organizational structure
    For-profit business (aka "the private sector")
    Government (aka "the public sector")
    Not-for-profit business (aka "the philanthropic sector")
    Alternative structures
    Choosing a structure
    Forming an arts not-for-profit
    In conclusion

    Chapter 4 Planning for Organizational Success
    Why plan?
    Why not plan?
    Types of plans
    Mission, vision, and values
    Assessing the organization: the situational analysis
    Creating the plan: Goals, objectives, and strategies
    Managing the planning process
    In conclusion

    Chapter 5 Governance and the Board of Directors
    Governance vs. management
    The not-for-profit board of directors
    Types of boards
    Fiduciary duty
    Governing responsibilities of the board of directors
    The role of the board in fundraising
    Committees of the board
    The relationship of board and staff
    Recruiting board members
    In conclusion

    Chapter 6 Human Resources in the Arts Organization
    The not-for-profit workforce
    Which types of staff should be hired?
    The organizational chart
    Personnel management
    Volunteers in the arts organization
    In conclusion

    Chapter 7 Program Planning and Evaluation
    Mission-based program planning
    Functions of arts organizations
    Artistic considerations in planning
    Audience and community considerations
    Defining success
    Determining feasibility
    Evaluating programs
    In conclusion

    Chapter 8 Financial Management in the Arts Organization
    Financial distinctions of not-for-profit businesses
    Financial management terms and concepts
    Financial management systems
    Chart of accounts
    Types of financial statements
    In conclusion

    Chapter 9 Planning for Financial Management
    Indicators of financial health
    Internal controls
    The financial management cycle
    Planning and accounting for contributed income
    Fund accounting
    Planning and accounting for earned income
    Auxiliary business ventures
    Asset management
    In conclusion

    Chapter 10 Fundraising Basics
    What is fundraising?
    The fundraising mentality
    Preparation for successful fundraising
    Who supports the arts?
    Government's role in arts support
    In conclusion

    Chapter 11 Fundraising Nuts and Bolts
    Donor relations and fundraising ethics
    Prospect research
    The annual campaign
    Writing successful fundraising letters
    Successful grant writing
    Soliciting corporate sponsorship
    In conclusion

    Chapter 12 Education and the Arts
    Defining basic terms
    The arts and human development
    Arts education in the school setting
    Education in the arts organization
    In conclusion

    Chapter 13 Marketing and Audience Development
    Challenges of marketing the arts
    The marketing mindset
    Understanding arts audiences
    Has technology hurt arts attendance?
    How consumer behavior affects marketing
    Marketing trends and practices
    The impact of social media
    Audience development
    Marketing planning
    Marketing research
    In conclusion

    Chapter 14 Marketing techniques
    Target marketing
    Communicating the message
    The marketing mix
    The first P: Product
    The second P: Place
    The third P: Price
    The fourth P: Promotion
    Public relations
    Sales promotion
    In conclusion

    Chapter 15 Community engagement
    What is community engagement?
    Challenges of community engagement
    Community arts development
    Social and civic benefits of arts and culture
    Arts in the economy
    Public art
    In conclusion

    Chapter 16 Advocating for the Arts
    Government and the arts
    Arts in the United States
    Making the case for the arts
    Getting started in legislative advocacy
    Developing effective messages
    In conclusion