No arts organisation should just be the passive receiver of money: robust partnerships are the only way forward for a sustainable future, says Janneke Staarink.
Corinne De Korver
International Film Festival Rotterdam (IFFR) is a meeting place for filmmakers, audience, programmers, producers and sales agents. We employ 90 people, have a turnover of over €7 million, from which 30 per cent is government subsidy and 70 per cent income from tickets, food and drinks, sponsors, partners, private donors and national and European funds. Our main assets are our content, our large and loyal audience and our specialist knowledge of films and festival. These assets could have a value to third parties. The idea is to find the right partners who are interested in what we have to offer to create a win-win situation. This can be with commercial partners, national and international funds, partners from the cultural field and audiences. This is what really works in sustaining an arts organisation: to be the passive receivers of money is not (and never was) the future. You need partnerships for all you do for a sustainable future, and to see funders as partners, instead of feeling that you have the right to receive money from them.
Working with David Dixon from the UK, we have made changes in our income strategies and models to get us ready for future change. After two years we have the right team in place to be ready for future situations. It is clear that the key to successful change is to have a team with people with the right expertise and attitude. Here are some tips from our work so far:
• Make sure you understand the goals of organisations, individuals and businesses you want to work with and make sure your proposals meet their goals too
• Create professional proposals for partners you want to work with (good concepts, good visuals)
• Try to see the bigger picture beyond your own organisation
• Create a pot of ‘risk’ money to invest in new ideas
• Make a small business model for every new idea: what does it cost and what will it get you? If the picture is positive, invest
• Dare to try, to be the first, and dare to fail
• Act like there is no time left and keep things moving
• If possible, test before you introduce more widely
• Surround yourself with people who know more than you
• Adjust your organisation to what you want to do and keep improving technology, people, structures and ethos
• Create an atmosphere where everyone can come up with new ideas and realise them when they are good ones
• Make sure colleagues with good ideas get credit for it and encourage further plans
• Earn money with as many assets that you have
• Lead the change but involve all other leaders in your organisation such as boards and head of departments for maximum results.
Finally, have a goal such as ‘to be without subsidy within ten years’. This also produces a change in the state of mind of the organisation.
Janneke Staarink is Chief Executive of the International Film Festival Rotterdam.
www.filmfestivalrotterdam.com
www.ddassociates.co.uk
Janneke Staarink will be speaking at the ‘Leading the culture change’ conference organised by The Phone Room on Thursday 1 November at the Magic Circle Theatre in London. www.phoneroom.co.uk/news/show/arts_conference_november_2012