Run It Like A Business Academy

Welcome & Course Overview
Newcomer Focus on the Website
Copywriting Do’s and Don’ts
Newcomer Friendly in the Venue
Newcomer Facing Marketing

The First Year Cliff
Opt-In Renewals
Pricing Part 1: General Rules
Pricing Part 2: Scale of House
The Membership Economy x Donations

First Time Buyers
Multi-Buyers
New Subscribers
Renewing Subs
New Donors
How to Write An Appeal Letter that Rocks
Renewing Donors
Major Donor Relationships
Lapsed Donors
Lapsed Attendees
Special Event Attendees

Planning Content Cycles
Streaming Strategy
Other Content Tips
Conclusion

The Academy curriculum covers the first three strategies (chapters) from the book of the same name, but in more depth. Each module offers step by step instruction and detail for the topic covered. Specifically, this includes:

• Customer Experience (5 lessons, as well as how to run your own user experience research)

• Subscription Economy (6 lessons, with 2 dedicated to pricing and scale of house, which is not covered in the book)

• A whole module dedicated to the Long Haul Model (11 lessons spanning what Aubrey is asked to consult on the most)

• Digital Content (6 lessons packed with ideas on how to use your digital content to drive more ticket sales and donations)

• Additional examples and stories not included in the book

• 2 lessons specifically on pricing for both subscriptions and single tickets so the house looks full even when its not sold well; plus how to know which seats are priced correctly and which ones need an adjustment to maximize sales (lessons 10 & 11)

• Lesson dedicated to copywriting with tips not covered in the book (lesson 4)

• Lesson on how the membership economy applies specifically to donations (lesson 12)

• Lesson on research-based tactics to write a fundraising appeal letter that gets more gifts every time (lesson 19)

• Worksheets and checklists accompanying almost every lesson, as well as a resource library you can come back to and reference at any point.

• Data pull templates with formulas pre-populated

• Time with Aubrey directly: open office hours every other week so you can talk through any questions or ideas with Aubrey face to face

• Instant connection to a community of people also doing this work

Organizations or teams that register with the flat fee discount receive lifetime access to the curriculum and resource library, and can add new people at any time (such as when as new staff member joins the organization).

Individuals have access for one year, at which time you can renew the registration if you still want to revisit the material. You could also downgrade your membership to only the Changing the Narrative community if you wanted to stay connected to others without the curriculum.

You can watch in whichever order you'd like. For example, if you really want training on the Long Haul Model (most popular), you can begin with Module 3. If you're getting ready for subscription or donation renewals, maybe you want to start with Module 2.

You can also assign different lessons to different staff members if you’d like to divide and conquer based on each team member’s role or area of expertise.

You're in the driver's seat to get the most-important-to-you content, an intentional benefit of this on-demand curriculum.

Each video ranges from about 5-15 minutes. They are meant to be short, digestible, and packed with information and ideas to help you implement the material. Each lesson is accompanied by a worksheet, checklist, or template to further aid in incorporating the concept into your daily work flow.

The Academy curriculum will be most helpful to people who work in marketing and development functions at cultural organizations. The videos are directed to working staff professionals in revenue-generating roles.

That said, everyone who has interest in this material is encouraged to participate (including other departments, artists, and board members), as the more people in the organization who understand these strategies, the better for all involved. That’s why one flat fee allows access for as many people in the organization as you’d like.

The whole program is designed for you and your team to go at your own pace, take small steps at a time, see and celebrate the results those steps bring, and then come back when you're ready for what’s next.

You are disciplined because you are here right now, thinking through solutions for your organization. None of this was meant to be done all at once.

You can use the participant form (which you will access after you register) to add folks at any time…whether that’s a group you want to register right away, people who join your organization six months from now, next year, whenever.

Yes, you can register at the individual rate, and then upgrade your current plan to an organization plan and only pay the difference in price.

To do this, go to the billing section of your profile and change your plan.