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ISSUE 18 • August 2023

Cayenne Harris and Alan Brown

Reexamining Customer Relationships: Exploring Educational Relationships

Part 2 in our continuing our series on customer relationships

Can arts groups offer customer relationships centered on learning as a means of accomplishing mission and staying connected to “patrons” who can’t attend live programs as often as they’d like?

This session will interrogate the idea of customer relationships built on satisfying patrons’ desire to deepen their appreciation for the art you present. All participants will be invited into the brainstorming. Please consider the following questions for discussion during the session:

  • Is it consistent with your mission to offer educational experiences not always tied to a live program? If not, what would need to change?
  • How is education structured into your business model, at present? Is “learning” a core activity or a secondary activity?
  • In what situations would a nonprofit arts organization understand itself as a gatekeeper or “trusted guide” into the larger world of classical music, dance, theatre, etc.? Is it for everyone?
  • How can the learning be structured so as to be monetized? What “learning products” could be offered for sale? What are the models from other sectors to examine?

Register for the Community Webinar 
Thursday, August 17, 2023, 1:00 – 2:00 pm EDT | 10:00 – 11:00 am PDT


  • Cayenne Harris, Vice President, Learning and Engagement, University Musical Society
  • Alan Brown (Managing Principal, WolfBrown) will moderate the session
  • All participants will be invited to contribute ideas during this session

Did you miss our first webinar in this series, “Interrogating Marketing Relationships: What Problem Are We Solving?” Watch it here.