1. Lyndsey Lane Arts Administration Master of Arts
Savannah College of Art and Design October 1, 2010 1

2. Contents
Resume 3
Grant 4
Budget 16
Development Plan 18
Brochure 27
Donor Letters 32
Communications Plan 38
Exhibition Advertisement 48
Direct Mail Marketing 51
Blog 54
Press Release 56
Reflection Paper 58
2

3. 615.293.4126
LyndseyLane@gmail.com
Objective
I wish to obtain a position in the museum or nonpro�it arts �ield to provide cultural education to those who wish to
experience the ful�illment of art and gain an appreciation for the treasured building blocks of a society and civilization.
Education
Masters of Arts: Arts Administration, GPA: 3.8
Savannah College of Art and Design [Anticipated Graduation: May, 2011]
Bachelor of Fine Arts: Graphic Design, GPA: 3.4
Middle Tennessee State University [Aug. 2002- Dec. 2006]
Completed a summer curriculum focused in visual art foundation courses including studio art and art history.
New York University [Summer, 2006]
Internships
Teamed with the marketing and development department to create promotional materials including direct mail,
Tennessee Performing Arts Center: Design Intern [Nashville, TN 2007]
brochures, and outside signage for in-house and touring performances.
Allowed to work independently with numerous clients nationwide to concept, design, and print promotional posters
Hatch Show Print: Print Intern [Nashville, TN 2006]
and other letterpress products.
Under the direction of Merrill Lynch’s First Vice President in their Global Wealth Management Headquarters,
Merrill Lynch: Executive Intern [NYC, NY: 2006]
implemented technology changes to improve client relations.
Experience
Planned and executed designs and products for a wide range of clients including Target, Walgreens, Wal-Mart, and
The Clever Factory: Graphic Designer [2007-2009]
other Fortune 500 companies. Extensively trained in various design processes including concept, illustration,
packaging, pre and post production work.
Related Skills and Activities
Computer Skills: Microsoft Of�ice Suite, Adobe Creative Suite, Quark, Apple and Microsoft operating platforms
Activities: Americans for the Arts, AIGA, Tennessee Art League, SCAD Graduate Advisory Board
3

4. Grant
AADM 739: Raising Funds for the Arts
The Discovery Museum
For this assignment students were instructed to write a grant proposal for an arts institution of their choice. I selected the
Discovery Museum which is located within the World Forestry Center in Portland, Oregon. The grant follows the structure
provided by the project’s guidelines rather than the guidelines of a specific grant application. My grant requests $60,000 from
the Oregon Community Foundation to allow the Discovery Museum to display Hands Off, an exhibition in conjunction with the
National Archives and Records Service. This exhibit would educate its audience of the dangers of urban sprawl. I developed the
exhibition, programs, budget, and evaluation to comply with the Discovery Museum and the World Forestry Center’s mission
and vision.
4

5. GRANT PROPOSAL
GRANT PROPOSAL
The
Discovery Museum A Branch of the World Forestry Center
We trace our history back to the Lewis and Clark Centennial American Pacific Exposition
and Oriental Fair held in Portland, Oregon in 1905. One of the most popular buildings at
the fair was the Forestry Building. The building was turned over to the state of Oregon and
was a Portland landmark until August 17, 1964, when it burned to the ground. In 1971, the
Western Forestry Center, a non-profit educational institution, was erected out of the ashes
of the tragic fire. The Discovery Museum became a reality June 30, 2005 after a $7 million,
6-month renovation. The Discovery Museum strives to educate and inform people about
the world's forests and trees, and their importance to all life, in order to promote a balanced
and sustainable future.
Our vision of educating our community on the intrinsic value of nature has lead us to
develop Hands Off, an exhibition that will allow us to partner with the National Archives
and Records Service to teach our visitors of the dangers of urban sprawl and a deeper
understanding of their own environmental impact regarding this issue.
Although the Discovery Museum has been able to raise $44,000 of the exhibition’s
estimated $103,695 expense, it still needs the aid of the Oregon Community Foundation for
the remaining $60,000. Please help us provide this beneficial experience to Portland’s
diverse community.
Contents
Introduction 2 Program Budget 8
Problem/Objectives 3 Appendix A 10
Strategies/Methods 4 Appendix B 11
Evaluation Plan 7
5

6. I. INTRODUCTION
The World Forestry Center (WFC) is a nonprofit organization located in Portland, Oregon. WFC
was founded in 1964 with the mission to educate and inform people about the world's forests and
trees, and their importance to all life, in order to promote a balanced and sustainable future. One
program that the WFC adopted to reach this mission was the Discovery Museum.
The Discovery Museum
The Discovery Museum is a landmark in the Pacific Northwest. The Museum operates under the
claim that “It will change the way you look at trees”. The museum rests on 20,000 square feet of
land in Portland's beautiful Washington Park. The Museum has made new additions including
interactive exhibits, which encourage guests and families to get an up-close experience of the forests
of the Pacific Northwest and the world.
First Floor
1. Permanent Exhibits:
• Forests of the World: Patrons "travel" to different regions and meet people who face
many issues of maintaining sustainable forests in their country
• Forests of the Pacific Northwest: Explores the ecosystems of this exciting area
2. Forest Store: Museum merchandise, crafts by local artists, toys, games, snacks, and forest
related materials
Second Floor
• Temporary Exhibits:
1. A featured international region’s art, history and culture
2. A featured international forest and its connection to people who share its habitat
Past Exhibits and Successes
The Discovery Museum hosts many special exhibits throughout the year that showcase art, history,
and culture. Past examples include:
1. The Last Polar Bear: Facing the Truth of a Warming World
Wildlife photographer Steven Kazlowski brought to life the endangerment of polar bears as a
result of the devastation of the Arctic ecosystem through global warming.
2. Pendleton: Weaving America's Spirit
A celebration of a deep-rooted Oregon company, the exhibit featured:
• A wall of Pendleton blankets and a display of America's National Park Blankets
• A graphic timeline collage featuring archival photography and products
• Wool examples demonstrating the process "from fleece to fashion”
• Pendleton Eco-Wise Wool® interactive trivia game
“Portland’s lucky to have the Discovery Museum. My daughter loves the interactive exhibits on
the first floor and I love to attend special exhibition opening nights like last year’s World of
Chocolate” – Kat Reynolds, WFC Member
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
2

7. II. PROBLEM/OBJECTIVES
Problem Statement
Many Americans are not aware of the ways in which urban development impacts their daily lives.
The United States Green Building Council’s (USGBC) 2006 Research Assessment1 found:
• Roads, bridges, buildings and other civil structures comprise 6% of the Continental US in
2003 and is growing 24% annually
• Building operations account for 40% of US energy use
• Building operations contribute over 38% of US carbon dioxide emissions and over 12% of
its water consumption
• Demolition, construction, remodeling, create 136 million tons of waste annually (1996)
USGBC also found Americans spend an average of 90% of the day indoors. This has a profound
impact on human health because:
• 30% of new and remodeled buildings may experience acute indoor air quality issues
• Indoor air can contain more than 100 times more pollutants than outdoor air
• Poor indoor air quality is linked to significant health problems such as cancers and asthma
The cost of bringing in Hands Off with combined travel and insurance is high and the Discovery
Museum will require further assistance. Current supporters of the Discovery Museum as well as
members of the WFC will attest to the effectiveness of this investment.
Objectives
The Discovery Museum, in collaboration with the National Archives and Records Service, wishes
to exhibit Hands Off in an attempt to further its mission to educate and inform people of the world’s
forests. Through the display and promotion of Hands Off, the Discovery Museum hopes that our
visitors will gain:
• A greater understanding of their own environmental impact
• Information of the impending dangers of urban sprawl and future industrialization
• Knowledge to make informed decisions regarding the future of their environments
• The importance of supporting centers like WFC who fight for environmental protection
The Discovery Museum hopes Hands Off will provide visitors with:
• An increase in Museum patronage by exhibit attendance
• Dialogue among the community concerning the planning of their cities
• Increased interest and enrollment in Museum membership
1
Research obtained through the United States Environmental Protection Agency <http://www.epa.gov>
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
3

8. III. STRATEGIES/METHODS
The Discovery Museum, in collaboration with the National Archives and Records Service, plans to
exhibit Hands Off in an attempt to further its mission to educate and inform people of the world’s
forests.
Hands Off will lead the viewer on a historical journey through the urban development of Oregon. It
will begin with the earliest documentations (drawings, paintings, topical surveys) of the state and
end with the Oregon’s current urban landscape. As the viewer progresses through the exhibit, they
will encounter wall mounts describing the dangers of urban development, statements from leading
environmental impact experts, and major regulation changes specific to Portland. At the conclusion
of the exhibit there will be a temporary kiosk store that will provide reading material from the EPA,
The United States Green Building Council, a Hands Off Catalogue, Discovery Museum
merchandise and customer satisfaction surveys.
Hands Off Structure
The Exhibit:
• Displays of the earliest visual representations of Oregon
• Coast and Geodetic Survey maps from 1850-60
• Arial photographs and future building plans of urban and coastal areas of Oregon
• Information on the dangers of urban sprawl
• Materials providing information on advocating for this cause
• Promotes a hands off approach to undisturbed land in Oregon
The driving ambition in providing this exhibit is to focus on education. It is necessary for our
audience to not only enjoy the visual display, but to also have the opportunity to expand their
learning through experiences outside the exhibition. To this end, the Discovery Museum will
provide a lecture series and a catalogue to accompany the exhibit.
Lecture Series:
• Scheduled for Saturday mornings at 9am
• Lyndsey Lane, Discovery Museum Curator (April 9)
Lisa P. Jackson, EPA Administrator (April 23)
David S. Ferriero, United States Archivist (May 7)
• Coffee service provided at the Meet and Greet (8:30am)
Catalogue:
• Forward by Lyndsey Lane (Discovery Museum Curator)
Introduction by David S. Ferriero (United States Archivist)
• Images of the exhibit and the included works
• Information on the EPA and the USGBC, including the environmental reports and studies
highlighted in the exhibit
• Discovery Museum and World Forestry Center information
Continued Next Page
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
4

9. [CONTINUED]
Opening Reception: April 1, 2011 at 7pm
• Opening speech and Q&A with Discovery Museum Curator
• Catering by Elephants Delicatessen: Uses sustainable practices that reduce waste, conserve
energy and support other local businesses [http://www.elephantsdeli.com]
o Black Bean Cakes with Cabo sauce $9.00 / dozen
o House Marinated Mixed Olives $6.50 / bowl
o Zucchini & Parmesan Stuffed Mushroom Caps $12.00 / dozen
o Teriyaki Chicken Drumettes $15.00 / dozen
o Assorted Petite Cookie Platter S $25.00 M $35.00 L $50.00
o Bar Service: Beer/Wine/Coffee/Sparkling Beverages
Hands Off Objectives
• Support WFC’s mission to provide educational programs for children and families
concerning environmental stewardship of local and global forests
• Provide the Portland area with a fun, valuable and educational activity
• Place the Discovery Museum as Portland’s:
1. Reputable source of essential and current environmental issues
2. Leader in the fight for natural preservation
3. The Center families turn to for fun and educational programming
• Provide education concerning the environmental impact of urban sprawl
• Encourage viewers to offer further support and advocacy for this problem
Hands Off Staff
This exhibit will require additional paid staff. Exhibit security will ensure safety of the collection
and patrons. Additional sales staff will be needed for the Hands Off gift kiosk. Guides are also
needed for reception, group tours and assistance for visitors with special needs
1. Exhibit Security
• 2 paid security guards to provide exhibit security
• AM guard: 8am-1pm, PM guard: 1pm-6pm
• $12 p/h, Monday-Saturday
2. Retail
• 2 paid retail clerks to provide kiosk sales
• AM clerk: 8am-1pm, PM clerk: 1pm-6pm
• $9 p/h, Monday-Saturday
3. Guides
• 2 paid guides: reception, guided tours, special needs assistance
• AM guide: 8am-1pm, PM guide: 1pm-6pm
• $9 p/h, Monday-Saturday
Continued Next Page
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
5

10. [CONTINUED]
Hands Off Timeline
December
December January
January February
February March
March April
April
Collection Sent Assembly Assembly Final Assembly Showtime
Gallery Prep Gallery Prep Gallery Prep Final Prep Opening Reception
Catalogue Prep Catalogue Prep Catalogue Design Catalogue to press Catalogue Display
Develop Promo Approve Promo Promo Design Promo- Display Promo
press/distribute
Collect Museum
Staff Interviews Hire Staff Train Staff Train Staff Surveys and Cards
Catering Search Hire Caterer Approve Menus Assemble Kiosk Lecture Series Begins
Hands Off is scheduled to run April 1- May 30, 2011. Monthly objectives are outlined in the chart
above. Four months should be an adequate amount of time to achieve these goals, but this is a
tentative schedule that is subject to change as cause dictates.
For the purpose of this schedule, it is assumed that all research and planning has been completed
regarding the procurement of items from the National Archives and Records Service. Given that
fact, our major tasks in December will be to secure initial preparation for the collection’s arrival.
During this time we will see that the gallery is cleaned and prepped according to the installation
plan and we will begin searching for additional staff, catering and marketing options.
January and February objectives are focused in the hiring and training of new staff as well as
planning the food options for the Opening Reception, scheduled April 1, 2011 at 7:30pm. During
this time the collection will have arrived from Washington, D.C. and our staff and volunteers will
be focused on installing the exhibit. During this time, promotional materials as well as the
exhibition catalogue will be in initial design stages.
March’s focus is in final preparation. At this time, the majority of the gallery display is expected to
be complete apart from the gift kiosk. The exhibition catalogue will be sent to press and marketing
materials will be distributed. We have also allowed time to continue staff training.
April 1 marks the opening of Hands Off with our planned Reception. Major concerns at this point
will be insuring all processes run smoothly according to schedule. The Lecture Series will begin
April 9, with Discovery Museum Curator Lyndsey Lane. Beginning in April and continuing
through the duration of the exhibit our staff and volunteers will be collecting customer satisfaction
survey cards to insure our exhibit is meeting visitor standards.
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
6

11. IV. EVALUATION PLAN
The Discovery Museum in conjunction with the National Archives and Record Service plans to
exhibit Hands Off to provide patrons with an unparalleled educational opportunity to expand their
knowledge of the dangers of urban sprawl. Hands Off will include a Discovery Museum exhibit
(with opening reception), a lecture series, and an exhibition catalogue. Using these activities, the
Discovery Museum hopes to meet their objectives to increase museum patronage, encourage a
community dialogue on urban sprawl, and increase museum membership.
The Evaluation of this exhibit will be a continual effort to refine and adjust our process as
circumstances dictate. Please refer to Appendix B for an example of a Hands Off survey card.
Evaluation Methods
1. Attendance
To be calculated through the attendance records at the following events:
• Opening Reception: Recorded by online RSVP/ticket
• Lecture Series: Recorded by ticket sales, membership check-in
• Exhibit: Recorded by ticket sales, membership check-in
2. Sales
To be calculated by the gross revenue of the following items:
• Catalogue
• Gift Kiosk
• Tickets
• New Membership
3. Surveys
To be assembled by volunteer team and addressing the following items:
• Exhibit success
• Possible areas for change/concern
• Future interest in an exhibit of this kind
Surveys give visitors a way to inform the Museum if the exhibit met their needs. They will be
provided at the lecture series and the exhibit. Two weeks following the exhibit, an email survey will
be sent to WFC members.
Summary
Evaluation data will be assembled into a report and shared with our Board of Directors, Marketing
Team, the National Archives and Records Service, and to the major contributors. Through this
research we can adequately gauge if this exhibit met the Discovery Museum’s mission. Another
goal of this research report is to highlight the positive outcomes of our partnership with the
National Archives and Records Service in order to foster a fruitful relationship. Their extensive
collection could provide valuable aid to many programs and exhibitions at the Discovery Museum
as well as the WFC.
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
7

12. V. PROGRAM BUDGET
The budget for the Hands Off exhibition covers many necessary operational costs for putting on an
exhibition of this caliber. To bring in the requested items from the National Archives and Records
Service, we will need funds to ship the items from Washington, D.C. to our facilities in Portland,
Oregon. We will be using special truck service to insure the best and most cost efficient delivery.
Due to the age and expense of these items, the Discovery Museum will require additional insurance
for travel and housing at our facility.
Hands Off will also require additional paid staff. Exhibit security will ensure safety of the collection
and patrons. Additional sales staff will be needed for the gift kiosk. Guides are also needed for
reception, group tours and assistance for visitors with special needs. Each position is divided into
five-hour shifts occurring 8am-1pm and 1pm-6pm, Monday thru Saturday.
We have drafted a marketing plan for this exhibit that includes local radio advertisements, TV
commercials, printed materials that include silkscreen posters, direct mail marketing (invitations,
member notification letters), and outdoor signage. The Portland Tribune is providing free weekly
ad space.
Every exhibit featured in our museum is displayed according to a specific installation plan. This
requires painting and cleaning the space, posting additional signage, mounting wall displays,
arranging lights, and many other processes to provide the best possible installation.
The Discovery Museum will host a lecture series to accompany the Hands Off exhibit. The speakers
at our three part series have agreed to lecture free of charge. We will however, incur their flight
(American Airlines), hotel (2 nights, River Place Hotel), and meal costs. Prior to each lecture there
will be a short Meet and Greet to encourage visitors to mingle with our guest of honor, Discovery
Center Staff, and other members of the community. This event will include a small breakfast
service provided at a discounted rate by Elephants Delicatessen.
It is our goal to use our opening reception to honor our partnership with the National Archives and
Records Service, the artists involved in the exhibit, our staff, members, guests and the Portland
Community. This reception will be catered by Elephants Delicatessen and will be promoted
through direct mail invitations (to our members and major contributors), email blasts, and through
our website.
Following this exhibition, evaluation data will be assembled into a report and shared with our
Board of Directors, Marketing Team, the National Archives and Records Service, and to the major
contributors. Through this research we can adequately gauge if this exhibit met the Discovery
Museum’s mission. In order to obtain this necessary data the Discovery Museum will have
customer satisfaction survey cards professionally printed and placed at the lecture series and at the
exhibit.
Additional funding for Hands Off will be obtained through the Donna Swanson Foundation, Private
Donors, and Portland’s Regional Arts and Culture Council.
Financial Breakdown, Next Page
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
8

13. (CONTINUED)
Hands Off Budget
Estimated Costs Funding Sources
Oregon Community
Research $450 Foundation $60,000
Donna Swanson
Opening Reception $945 Foundation $25,000
Exhibit Travel $5,000 Private Donor 1 $8,000
Added Insurance $10,000 State $6,000
Private Donor 2 $5,000
Lecture Total $104,000
Hotel/Meals $1,300
Speaker Travel $800
Catering $200
Space Rental $0
Lighting Tech $0
Sound Tech $0
Lecture Total $2,300
Staff
2 Security Guards $12 p/h
2 Retail Clerks $9 p/h
2 Exhibit Guides $9 p/h
Staff Total $15,000
Marketing
Tv/radio $5,000
Outdoor Signage $5,000
Silkscreen Posters $3,000
Direct Mail $2,000
Designer $0
Newspaper $0
Marketing Total $15,000
Catalogue
Printing $10,000
Graphic Design $3,000
Photographer $2,000
Catalogue Total $15,000
Exhibition
Merchandise $15,000
Utilities $10,000
Administration $8,000
Lighting $5,000
Supplies $2,000
Exhibition Total $40,000
Total $103,695
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
9

14. APPENDIX A: BOARD OF DIRECTORS
WORLD FORESTRY CENTER
4033 SW Canyon Road P ort la nd Or egon 97221 T el { 503.228.1367 Fax { 503. 228. 4608 ww w.w or ldfor est ry.or g
Board of Directors 2008-2009
Kathy Abusow Washington, DC Dennis Neilson Rotorua, New Zealand
John Blackwell Portland, OR Larry Nielsen Raleigh, NC
Bill Bradley New York, NY Mark Norby Portland, OR
Jim Brown Salem, OR Dave Nunes Poulsbo, WA
Chip Collins Cambridge, MA Jeff Nuss Portland ,OR
Dean DeChaine Portland, OR Claudio Ortolan Curitiba, Brazil
Dan Dutton Portland, OR Jim Osterman Portland, OR
Red Emmerson Redding, CA Young-Ju Park Seoul, Korea
Vince Erasmus Melbourne, Australia Ed Ray Corvallis, OR
Fred Fields Portland, OR Hal Salwasser Corvallis, OR
Allyn Ford Roseburg, OR Eric Schooler Portland,OR
Guillermo Güell Santiago, Chile Jean-Claude Sève Outriaz, France
David Hampton Salem, OR John Shelk Prineville, OR
Jes Munk Hansen Olathe, KS Dieter Siempelkamp Krefeld, Germany
Rich Hanson Federal Way, WA Rick Smith N Easton, MA
Mari Harpur Montreal, Canada Jason Spadaro Bingen, WA
Gary Hartshorn Portland, OR Barte Starker Corvallis, OR
Ned Hayes Portland,OR Mark Stayer Portland, OR
Ken Hines Boston, MA Amir Sunarko Jakarta, Indonesia
Russ Hoeflich Portland, OR Ed Sweeten Birmingham, AL
Gilles Hotelin Casablanca, Morocco Hank Swigert Portland, OR
Tom Jackman Canby, OR David Syre Bellingham, WA
Scott Jones Boston, MA Billy Van Devender Jackson, MS
Tomas Juška Vilnius, Lithuania John Warjone Tumwater, WA
Barbara Karmel Wilsonville, OR Court Washburn Boston, MA
Tiong Hiew King Sarawak, Malaysia Sam Wheeler Portland, OR
Bill Lansing North Bend, OR John Wilkinson Portland, OR
Paul McCracken Portland, OR Rick Wollenberg Longview, WA
Colin McKenzie West Lebanon, NH Donna Woolley Eugene, OR
Joe McKeown Portland, OR
Jacquelyn McNutt Atlanta, GA
Harry Merlo Portland, OR
Honorary Directors
Bill Hagenstein Portland,OR Gil Oswald Bellevue, WA
Peter Koehler Portland, OR G. Web Ross Little Rock, AR
Mario González M. Chihuahua, México Darrell Schroeder Hillsboro, OR
Alan Goudy Portland, OR Bill Swindells Portland, OR
Thorry Gunnersen AM Melbourne, Australia Barbara F. Walker Portland, OR
Carl Newport Black Butte Ranch, OR
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
10

15. APPENDIX B: SAMPLE SURVEY
Customer Satisfaction Survey
For each of the following statements about Hands Off, please indicate whether you:
Strongly Agree (1), Somewhat Agree (2), Neither Agree nor Disagree (3), Somewhat Disagree (4),
Strongly Disagree (5), Not Applicable (N/A).
1. Museum Experience
The exhibit met my expectations 1 2 3 4 5 N/A
Ticket price was adequate 1 2 3 4 5 N/A
The staff was helpful 1 2 3 4 5 N/A
The exhibit was easy to navigate 1 2 3 4 5 N/A
I gained useful information 1 2 3 4 5 N/A
Museum was easy to find 1 2 3 4 5 N/A
Parking was available 1 2 3 4 5 N/A
The Shop had a broad selection 1 2 3 4 5 N/A
Catalogue met my expectations 1 2 3 4 5 N/A
Exhibit inspired me to visit again 1 2 3 4 5 N/A
2. About You
I’m a member of the WFC yes no N/A
I attended the opening reception yes no N/A
I attended the Lecture Series yes no N/A
I made a Shop purchase yes no N/A
I have children yes no N/A
I live within walking distance of the Museum yes no N/A
I’m on the mailing list yes no N/A
I visit the Museum more than once a month 1 2 3 4 5 N/A
I like to receive communication online 1 2 3 4 5 N/A
I regularly visit the website 1 2 3 4 5 N/A
3. Additional Suggestions
The Discovery Museum 4033 Southwest Canyon Road, Portland OR, 97221 503.228.1367 www.WorldForestry.org
11

16. Budget
AADM 701: Principles of Arts Administration
Forté
The guidelines for this assignment required students to create an arts organization or program including a company history,
marketing strategy, staff, season, and budget. I created Forté, an after school program situated in Nashville, Tennessee that
works to educate youth about the fundamental value of music and its potential impact on the growth of the individual and the
community.
This budget outlines Forté’s expenses and revenues in the right column while the left column illustrates the requested
contributed income from individual, corporate and foundation contributions.
16

17.
Sample Line Item Grant Budget
Line Revenue Program or Project Grant Request
1 Grants 46,000 15,000
2 Contracts 38,000 0
3 United Way 0 0
4 Corporate contributions 20,000 0
5 Membership 0 0
6 Individuals 14,800 0
7 Fees for services 0 0
8 Fundraisers, events, sales 35,000 0
9 Endowment 20,000 0
10 Interest income 0 0
11 Miscellaneous 5,500 0
12 Total $179,300 $15,000
13 In-kind $20,500 0
14 Total Revenue $199,800 $15,000
Line Expenses Program or Project Grant Request
15 Staff salaries and wages 60,000 8,000
16 Fringe benefits 17,500 2,500
17 Occupancy and utilities 8,400 0
18 Equipment 3,000 0
19 Supplies and materials 8,000 2,500
20 Printing and copying 3,500 0
21 Telecommunications 2,700 2,000
22 Travel and meetings 2,200 0
23 Marketing and advertising 2,000 0
24 Staff and volunteer training 500 0
25 Contract services 5,500 0
26 Miscellaneous 500 0
27 Subtotal $113,800 $15,000
28 General operating (indirect) - 8% 11,192 0
29 Total $124,992 $15,000
30 In-kind
31 Travel 11,800 0
32 Trainers (160 hours x $60/hour) 9,600 0
33 Classroom supplies (Kinkos) 6,800 0
34 Total In-kind $28,200 $0
35 Total Expenses $153,192 $15,000
36 Revenue over Expenses $46,608 $0
Nonprofit Works www.nonprofitworks.com (585) 454-4910
17

18. Development Plan
AADM 739: Raising Funds for the Arts
Seattle Children’s Theatre Development Plan
This development plan is written to the Board of Directors at the Seattle Children’s Theatre (SCT). Within the document, SCT is
informing the Board of the funds needed for the 2011/2012 season.
The proposal follows a structure based on the highest contributed revenue (individual giving) to the lowest (government
giving). Each section is uniformly presented, which allows the reader to quickly gain information on the background, strategies,
goals, and estimated budget requirements. The colors and graphics were selected to expand the existing brand created through
their current marketing materials.
18

19. Seattle
Children’s
Theatre
2011-­‐2012
Season
Development
Plan
Contents
Individual
Giving
2
Special
Events
5
Corporate
Giving
3
Government
6
Foundations
4
Action
Calendar
7
It
is
time
to
prepare
for
another
exciting
season
at
Seattle
Children’s
Theatre!
“We
depend
on
the
generosity
of
our
community
to
continue
programming
that
respects
and
cultivates
the
intelligence
of
our
young
audience”-­‐
Sara
Sand,
Interim
Managing
Director
Members
of
the
Board:
talented
staff
have
put
together
a
I
am
confident
that
through
our
combined
fantastic
season.
efforts
to
enrich
current
and
potential
It
is
time
once
again
to
prepare
for
an
donors,
request
and
renew
foundation
exciting
season
here
at
SCT.
In
order
for
The
Secret
Garden
grants,
expand
corporate
giving
and
us
to
continue
to
meet
our
mission
to
The
Jungle
Book
promote
our
special
events,
we
will
be
“provide
children
of
all
ages
access
to
If
You
Give
a
Mouse
a
Cookie
able
to
meet
all
of
our
development
goals
th
professional
theatre,
with
a
focus
on
new
Miracle
on
34
Street
this
season.
works,
and
theatre
education”
we
must
Peter
Pan
strive
to
cultivate
and
secure
new
forms
Tall
Tales
With
Gratitude,
of
funding.
Thumbelina
Estimated
expense
=
$
4,600,000
Our
theatre
does
a
wonderful
job
Lyndsey
Lane
promoting
the
importance
of
art
and
art
Drama
School
Chief
Executive
Officer,
SCT
education
within
our
community
and
this
Education
Station
LyndseyL@sct.org
season
is
sure
to
exceed
our
expectations.
School
Children
Access
Fund
206.443.0807
Our
artistic
director
with
the
help
of
our
Estimated
expense
=
$
700,000
19

20. Individual
Giving
Remember…
It
is
important
to
keep
our
mission
and
the
needs
of
the
community
in
mind
as
the
next
season
quickly
approaches.
Every
board
member,
staff
member,
volunteer,
or
artist
has
a
vital
part
to
play
in
bringing
SCT’s
stories
to
the
lives
of
our
audience.
We
must
all
strive
to
bring
our
individual
roles
to
even
higher
levels
to
further
grow
our
incomparable
program.
Individual
Giving
Individual
giving
represents
the
largest
Strategies
Goals
portion
of
our
contributed
income.
Last
year
we
secured
$740,000
in
support
of
our
organization
and
this
year
we
plan
to
• Memberships
• Increase
donor
and
membership
exceed
that
total.
1. Renew
current
members
base
20%
2. Cultivate
potential
members
• Strive
for
80%
success
rate
of
As
board
members,
you
play
a
very
membership
renewal
• Newsletters
valuable
role
in
this
effort.
You
currently
1. Quarterly
newsletters
• Increase
individual
giving
to
assist
our
funding
goals
with
your
2. Monthly
email
newsletters
$800,000
personal
contribution,
but
there
are
many
• Inspire
audience
interest
through
other
ways
you
can
aid
SCT
in
meeting
its
2011-­‐2012
season
marketing
Estimated
Gain:
$60,000
individual
giving
goal.
Board
members
can
• Direct
mail
marketing
Estimated
Expense:
$20,000
help
SCT
by
1. Potential
Donor:
• Increasing
our
mailing
list
• Letter
+
brochure
• Soliciting
personal
contacts
for
• Donation
materials
major
contributions
2. Current
Donor
• Making
personal
calls
of
thanks
• Letter
of
thanks
with
to
our
major
donors
contribution
update
• Serving
as
an
example
to
others
• Continued
contribution
by
increasing
your
personal
or
upgrade
request
contribution
• Brochure
of
current
and
upcoming
programs
20

21. Corporate
Giving
Give
Thanks…
Seattle
Children's
Theatre
depends
on
contributions
from
our
corporate
and
business
partners
to
help
us
maintain
our
high
quality
Mainstage
productions
and
education
programs.
In
return,
we
are
proud
to
offer
a
wide
array
of
recognition
opportunities
and
marketing
benefits
to
our
sponsors.
Corporate
Giving
Strategies
Corporate
giving
represents
the
second
largest
portion
of
SCT’s
contributed
Goals
income.
Through
their
sponsorship
level,
• Set
up
meetings
through
board
corporate
donors
can
choose
support
• Elicit
15
corporate
matching
packages,
which
include
a
variety
of
plays,
corporate
contacts
systems
similar
to
current
education
programs,
special
events,
and
• Mail
annual
report
and
systems
in
place
at
Starbucks
other
annual
initiatives.
Through
marketing
materials
to
potential
and
US
Bank
corporate
giving
SCT
was
able
to
secure
corporate
sponsors
• Solicit
in-­‐kind
partnerships
$325,000
last
year.
• Enlist
research
support
from
with
Home
Depot,
Kinko’s,
current
volunteers
concerning
Board
members
play
an
important
role
in
and
Joanne’s
the
potential
for
matching
corporate
giving
cultivation.
Focus
your
• SCT
Sundays,
first
Sunday
of
systems
for
their
employers
attention
on
every
month
Starbucks
will
• Increase
support
from
current
donate
10%
of
all
sales
to
• Initiating
meetings
with
potential
corporate
sponsors
SCT.
Continued
matching
of
corporate
sponsors
employee’s
donations
• Attending
meetings
to
aid
• Bring
corporate
sponsorship
development
staff
levels
to
$375,000
• Providing
personal
appreciation
correspondence
with
major
Estimated
Gain:
$50,000
corporate
givers
Estimated
Expense:
$15,000
21

22. Foundations
Foundations
SCT
relies
heavily
on
the
support
of
Strategies
private
foundations.
Last
year
foundations
support
brought
us
a
generous
$370,000.
These
substantial
gifts
come
from
• Renew
current
foundations
foundations
giving
$5,000
to
over
giving
where
applicable
$500,000.
• Research
potential
local
foundation
opportunities
The
Paul
G.
Allen
Family
Foundation
as
• Follow
up
on
grant
requirements
well
as
the
Kreislsheimer
Foundation
from
the
board’s
potential
represents
the
two
highest
contributing
foundation
recommendations
foundations.
Their
gifts
to
date
are
over
$500,000.
It
is
imperative
to
SCT’s
Goals
financial
and
artistic
future
that
our
efforts
to
elicit
foundation
support
• Increase
foundation
support
to
continue
this
year.
$400,000
In
order
to
achieve
our
development
goals
this
year
we
will
require
board
member
Estimated
Gain:
$30,000
support
in
Estimated
Expense:
$10,000
“I regard the theatre as the greatest of
• Researching
potential
foundation
all art forms, the most immediate way
opportunities
in which a human being can share
with another the sense of what it is to
• Initiating
meetings
with
potential
be a human being.”
corporate
sponsors
- Oscar Wilde
22

23. Special
Events
Special
Events
Events
Goals
The
most
popular
efforts
of
our
development
strategy
are
the
special
events.
It
is
through
these
functions
that
SCT
is
able
to
step
back
from
our
• Go
Bold
(coffee
tasting/art
sale,
• Increase
membership
by
20%
performance
programs
to
recognize
with
Starbucks),
to
educate
and
• Increase
events
revenue
to
current
and
potential
donors.
raise
funds
for
the
SCT
$395,000
endowment,
new
event
Our
Grand
Entrance
gala
last
year
saw
400
• Grand
Entrance
(gala)
visitors
and
raised
more
then
$350,000.
• Family
Backstage
Estimated
Gain:
$20,000
The
Family
Backstage
event
saw
a
sizable
Estimated
Expense:
$10,000
return
of
$12,500
last
year.
Strategies
This
year
we
will
be
introducing
an
• Organize
Go
Bold
with
Starbucks
exciting
new
event
with
our
corporate
to
appeal
to
younger
generations
sponsor
Starbucks,
Go
Bold.
This
event
and
increase
interest
and
education
of
SCT
endowment
will
offer
a
coffee
tasting
featuring
various
• Organize
and
increase
interest
in
Starbucks
blends
along
with
an
art
sale.
Grand
Entrance
with
a
save
the
Board
members
may
help
this
effort
by
date
mailing
and
invitation
• Secure
sponsorships
for
events;
• Securing
sponsors
and
support
i.e.,
catering
and
concessions
• Supporting
promotion
efforts
• Organize
Family
Backstage
event
to
appeal
to
children
and
families
• Generating
ticket
sales
23

24. Government
Contribution
Government
Contributions
Goals
Summary
Through
our
educational
programming
in
Strategies
Individual:
$60,000
the
city
and
county
school
system,
we
New
Members:
$5,000
have
generated
a
lot
of
positive
feedback
Board:
$10,000
from
state
officials.
We
have
successfully
• Elicit
government
matching
Members:
Major
Donors:
$20,000
$25,000
illustrated
the
benefits
of
our
arts
campaigns
from
county
to
state
programming
through
Drama
School,
• Research
government
Corporate:
$50,000
Education
Station
and
our
School
Children
connections
with
board
Starbucks:
$15,000
Access
Fund.
members,
volunteers,
and
staff
Target:
$15,000
Microsoft:
$20,000
• Organize
informative
packet
Our
efforts
combined
with
our
highlighting
the
success
of
Foundations:
$30,000
organization’s
mission
have
appealed
to
education
programs
Smith
Family:
$15,000
the
aims
of
our
state’s
community
Seattle
Trust:
$5,000
• Schedule
private
meetings
with
expectations.
For
these
reasons,
it
is
Ronald
Trust:
$5,000
state
and
county
officials
necessary
for
SCT
to
pursue
further
government
funding
through
matching
Goals
Special
Events:
$20,000
Go
Bold:
$3,000
contribution
efforts.
Backstage:
$5,000
Board
members
should
assist
SCT
in
• Funding
contracts
and
matching
Gala:
$12,000
for
current
and
future
years
making
valuable
connections
with
our
• Increase
this
year’s
government
Government:
$10,000
state
and
county
representatives.
Education
Fund:
$5,000
contributions
to
$145,000
Chamber:
$5,000
• Cultivate
personal
connections
• Solicit
private
meetings
and
Total
Goal:
$170,000
attend
public
hearings
Estimated
Gain:
$10,000
Estimated
Expense:
$1,000
24

25. Development
Action
Calendar
• Research
potential
• Research
potential
• Foundations
grant
Foundations
Foundations
writing
• Research
potential
• Research
potential
• Mail
Corporate
corporations
for
corporation
for
marketing
packages
matching
plans
matching
plans
• Design
and
print
• Research
county
• Research
county
government
mailing
and
state
officials
and
state
officials
• Newsletter
(mail)
• Newsletter
(email)
• Newsletter
(email)
• Save
the
date,
Grand
• Send
Invitations
• Contract
gala
Entrance
for
Go
Bold
sponsors
• Website
Update
• Solicit
gala
• Go
Bold
sponsors
• Research
potential
• Research
potential
• Foundations
grant
• Foundations
grant
• Foundations
grant
• Send
grant
proposal
writing
writing
• Solicit
corporate
• Solicit
corporate
• Solicit
corporate
contracts
meetings
meetings
• Newsletter
(email)
• Send
government
• Newsletter
(email)
• Design
Family
mailing
• Grand
Entrance
Backstage
invite
• Newsletter
(email)
• Assemble
current
• Assemble
current
• Send
Invitation,
donor
mailing
donor
mailing
Grand
Entrance
• Mail
potential
donor
• Mail
potential
donor
• Assemble
potential
packages
packages
donor
mailing
• Website
Update
25

26. Continued
• Send
grant
proposal
• Follow
up
on
sent
• Follow
up
on
sent
• Solicit
corporate
grant
proposals
grant
proposals
contracts
• Solicit
corporate
• Finalize
corporate
• Follow
up
with
contracts
contracts
government
mail
• Newsletter
(email)
• Newsletter
(email)
• Newsletter
(mail)
• Family
Backstage
• Board
Member
• Send
Family
• Follow
up
on
thank
you
calls
to
Backstage
invites
current
donor
mail
high
level
donors
• Mail
current
donor
• Finalize
government
• Government
packages
meetings
meetings
• Follow
up
on
potential
donor
mail
• Follow
up
on
sent
• Letter
of
thanks
to
• Annual
Report
grant
proposals
grant
contributors
• Thank
you
• Newsletter
(email)
• Letter
of
thanks
to
letter/email
to
• Board
Member
corporate
gifts
event
givers
thank
you
calls
to
• Newsletter
(mail)
• Newsletter
(email)
high
level
donors
• Board
Member
• Board
Member
• Government
thank
you
calls
to
thank
you
calls
for
meeting
follow
up
government
givers
government
gifts
• Outline
annual
• Finalize
government
report
contracts
• Website
update
• Begin
annual
report
26

27. Brochure
AADM 739: Raising Funds for the Arts
Newspace Center for Photography
The following brochure was created for Newspace Center for Photography. The Center is an existing organization, but for
the purpose of this assignment I created the events and offerings listed within the brochure. The projected audience for this
brochure would be individuals and families in the Portland area who wish to explore photography and interact with the
community’s talented artists. The brochure briefly describes the history, mission, and vision of the organization as well as
listing the course offerings of the facility. The purpose of this piece is to show the Newspace Center as a place where
families, students, retirees, professionals and many other members of the community can find a program of interest to them
through various workshops and other photography offerings. One panel of the brochure is dedicated to membership levels
offered at the Center for the reader to select the level that best fits their needs.
The colors and fonts were selected for their ability to provide clean lines and an ease of readability. The soft greens were
chosen to add interest and through their subtle hue they compliment instead of dominate the selected photographs. Each
image features an individual for the purpose of instilling the idea that the Newspace Center is a place for the diverse
community of Portland.
* All photographs are the property of Joshua Black Wilkins Photography©
27

28. 28

29. 29

30. 30

31. 31

32. Donor Letters
AADM 739: Raising Funds for the Arts
Newspace Center for Photography
The donor letter assignment required the creation of two donor letters for an arts organization. One letter would be to an
existing donor and one to a potential donor. I selected Newspace Center for Photography for this project to show my ability to
produce effective organizational branding across various funding materials.
The first donor letter begins by thanking the donor for their previous contribution. The letter further explains how their
contribution was utilized, showcases future plans, and concludes with a request for continuing support. The second letter is
written from the perspective of a current Newspace member to a prospective donor. The letter begins by briefly explaining the
background of the Center and is followed by a personal story, Center offerings and opportunities, an explanation of non-profit
organizations, and ends with a request for support. Both letters include a membership and donation page as well as a return
envelope.
To continue the branding created in the brochure I used the same fonts, colors, and black and white image. I also continued the
green bars at the top which reference a film strip. Through strong branding an organization can establish a distinctive look that
will aid them in establishing an effective marketing presence.
32

33. A nonprofit dedicated to promoting photographic education and appreciation
Dear Mr. Glasgow,
I would like to begin by thanking you on behalf of the Newspace Center for Photography, for the
generous contribution you made towards our development last year. With the support of compassionate
people like you, Newspace is able to continue to serve the Portland area through our educational
photographic programming.
Newspace made some exciting updates last year while continuing to improve our existing programs.
Through gracious gifts from supporters like you, we have been able to modernize our facility to keep up
with industry standards in the field.
• New black and white RC Paper Processor for the darkroom
• Updated software for the digital lab
• More class offerings
• Touring gallery exhibits: Daniel Shea, Natalie Young, and Angela Bacon-Kidwell.
• Off site partnership with MyStory: Photography programs for underprivileged children
Newspace has effectively met many of our short-term goals this year and we aim to continue our
excellent reputation for high quality photographic education. The Center has many action-packed
activities planned for the coming year which have been made possible through your continued support.
• Snap Day Camp: Photography education for kids aged 9-13
• Carnival: Annual themed exhibit
• Artist Lecture Series: Featuring local and national photographers
• In the Field: Photography field trips for all ages
We hope to count on you again this year for another contribution to assist our efforts. As always, your
donation or membership is tax deductible (to the extent allowed by law) and will be used to further
Newspace Center’s mission for artistic development and community improvement. Please refer to the
enclosed return card or visit our website (www.newspacephoto.org) to learn about the many ways you
can contribute and please contact me with any questions you may have. I look forward to seeing you at
Newspace Center’s exciting events this year!
Sincerely,
Lyndsey Lane
Chief Executive Officer
503-963-1935 (Ext. 25)
1632 SE 10th Ave, Portland, OR 97214 33
503.963.1935

34. A nonprofit dedicated to promoting photographic education and appreciation
Dear Neighbor,
Newspace Center for Photography opened its doors in 2002 charged with the mission to promote
photographic education and appreciation to the public as well providing a space in which the community
and photo enthusiasts of Portland, Oregon can learn, create, discuss and exhibit their work. This
photography resource center is not solely for photography professionals. Anyone can benefit from
this center including those who have little knowledge of photography to industry professionals and
even educators.
If you are like me, it is becoming much harder to balance all of my daily responsibilities. My kids and I
are lacking quality family time and I have been unable to put my to-do list aside long enough to focus
on the hobbies I use to enjoy. I had searched for quality activities to enjoy, but high activity costs left few
options. Luckily, I can turn to Newspace Center for Photography for affordable arts programming for
my family and myself. I have enjoyed and benefited from this organization so much that I have been an
active volunteer for five years.
Newspace provides many different ways to explore photography and interact with the community’s
talented artists.
• Workshops for all ages
• Private instruction
• Darkroom and lighting equipment
• Portfolio critique
• Gallery Space
• Snap Day Camp: Photography education for kids aged 9-13
The Center’s quarterly photography classes and programs are structured to provide guidance for
beginning, intermediate and advanced photography enthusiasts and include but are not limited to
• Beginning foundations
• Studio lighting
• Arts marketing
• Documentary photography
Another priority for The Newspace Center is to showcase the work of its artists by providing a high
quality gallery space. The Newspace Gallery mounts an exhibit every month showcasing local and
touring amateur and established artists. All exhibits are free! This is a great outlet for artists to meet
each other and discuss the amazing and rewarding field of photography. You will also get to know
more of your neighbors in the community!
1632 SE 10th Ave, Portland, OR 97214 34
503.963.1935

35. A nonprofit dedicated to promoting photographic education and appreciation
Our facility is a non-profit arts organization that needs your support to continue to serve the Portland
community for years to come. Your donation or membership is tax deductible (to the extent allowed by
law) and will be used to further Newspace Center’s mission for artistic development and community
improvement. Please refer to the enclosed return card or visit our website (www.newspacephoto.org) to
learn about the many ways you can contribute and please contact me with any questions you may have.
I look forward to seeing you at Newspace Center’s exciting events this year!
Sincerely,
Lyndsey Lane
Volunteer Coordinator
503-963-1935 (Ext. 25)
1632 SE 10th Ave, Portland, OR 97214 35
503.963.1935

36. A nonprofit dedicated to promoting photographic education and appreciation
Your tax-deductible Newspace membership is a direct investment in Portland’s creative community.
With your support, Newspace will remain a thriving cultural and community hub for Northwest artists,
students, and photography enthusiasts for years to come.
Pixel Level (for artists/students) $40
• Stylish Newspace T-shirt
• Witty Newspace bumper sticker
• Entry into our Members’ Showcase, a yearly juried show
• Admission for one to members-only events
Spy Camera Level (basic) $50
(All of the above plus)
• 10% discount on hourly darkroom rates
• Admission for two to members-only events
Toy Camera Level $125
(All of the above plus)
• Discounts with our business sponsors
• 10% discount on classes and workshops
• 10% discount on digital lab hourly rates
• One free entry into our Annual Juried Exhibition
Press Camera Level $300
(All of the above plus)
• 10% discount on hourly studio rental
• One print from the Press Camera Print Collection
Panorama Camera Level $500
(All Pixel, Spy, and Toy benefits plus)
• Press Camera 10% benefits
• One print from the Panorama Collection
Mammoth Plate Level $1000 and higher
(All Pixel, Spy, and Toy benefits plus)
• Press Camera 10% benefits - One print from the Mammoth Collection
• OR two prints from the Panorama Print Collection
Please return the enclosed contribution card with your gift. For your added convenience, contributions
can also be made through our website: [http://www.newspacephoto.org/membership/]
Thank you in advance for your consideration and donation!
1632 SE 10th Ave, Portland, OR 97214 36
503.963.1935

37. Return Card (Size reduced to �it page)
Name:
Address:
City/State/Zip:
Phone: Website:
Email: I want to receive your newsletter yes no
I prefer to be contacted by: When calling please call in the am pm
My personal contribution is $ I will make my payment by check credit
Please Circle: America Express Master Card Visa Card Number: Exp:
Instead of one payment I wish to make multiple payments of $ Per: Quarter Month Week (please circle)
If paying by check, please enclose it with this card made payable to Newspace Center of Photography
1632 SE 10th Ave, Portland, OR 97214 www.newspacephoto.org 503.963.1935
PRST STD
U.S. POSTAGE
PAID
PORTLAND, OR
PERMIT NO. 123
Attn: Development Department
1632 South East 10th Avenue
Portland, Oregon 97214
Thank you for your kindness!
37

38. Communications Plan
AADM 745: Promoting the Arts
The Frist Center for the Visual Arts
The Frist Center for the Visual Arts is the leading arts institution in Nashville, Tennessee’s rapidly growing visual art scene. For
this project I developed a communications plan that targets Nashville residents age 15-25, which the Frist has not effectively
reached in their previous marketing campaigns. Should the Frist successfully cultivate this market they could increase
patronage, membership and volunteers.
Due to the age of the target market, this plan proposes a new media approach that would employ modes of communication
preferred by this demographic. The success of a marketing plan depends on the quality of its research. The research proposed
for this plan continues before, during and after its implementation. The central media tools proposed are a museum blog,
Facebook fan page, and a video cast contest.
38

39. 2011
The
Frist
Center
for
the
Visual
Arts
Communications
Plan
919
Broadway,
Nashville,
TN
615.244.3340
www.FristCenter.org
39