Striving to develop the national cultural landscape, the Aksenov Family Foundation, the Vladimir Smirnov and Konstantine Sorokin Foundation, and the Avesta Group are holding a series of seminars called “Cultural Marketing Strategies for Diversification of Resources” with a focus on a certain number of Moscow cultural institutions.
The programme, rather than meeting the public demand for continual professional education in art and culture manifested in the growing number of lectures for the wide audience, targets at professionals who aim to enhance their skill and are capable of making up a new community of fully qualified specialists in cultural administration management in Russia.
Therefore, the objective of the seminars is practical. One of the goals is to reduce the gap between dynamically progressing Russian cultural institutions ready to present high-quality exhibition projects, and theatrical and musical performances to the highest standards with account of the financial sector.
The first seminar titled “Patronage and Corporate Sponsorship” took place on 27 – 28 November, 2015. Christophe Monin – one of the most successful experts, the Director of the Sponsorship and Development Department in the “City of Music” (Philharmonie de Paris) – was appointed a lecturer. A graduate of EM Lyon, Christophe Monin has worked for twenty years with the Louvre Museum as Director of Communication, Deputy Director and Director of Cultural Development, and finally, as Director of Development and Patronage, from 2008 to 2014. He regularly teaches cultural marketing at SciencesPo Paris, at the Ecole du Louvre and Paris-Dauphine University. Monin talked in detail on the typology of sponsorship; on the relationship between cultural institutions and donors, and their aims and motivations; on conditions that could facilitate the success of a fundraising campaign.
The seminar became not only an educational platform but also a venue for exchanging professional experience in legal, financial and communication issues while running a fundraising campaign.
Cases based on French experience proved to be very timely, as under conditions of total governmental budget cuts, French museums had to re-form the liaison with their patrons. Emphasis was placed on the practical tools of fundraising which could be applied to local, national and international levels.
The seminar became not only an educational platform but also a venue for exchanging professional experience in legal, financial and communication issues while running a fundraising campaign. Among the participants were the Pushkin State Museum of Fine Arts, the Museum of Moscow, the Museum of Contemporary Art “Garage”, the Moscow Museum of Modern Art (MMOMA), the Shchusev State Museum of Architecture, the State Tretyakov Gallery, the V–A–C Foundation, the Ural Industrial Biennial of Contemporary Art, the Praktika Theatre, the International festival “Territory”, the Theatre Centre “Na Strastnom”, the Perm Tchaikovsky Opera and Ballet Theatre, the viennacontemporary, and the “Archstoyanie” Festival.