Context
The Bavarian Radio Symphony Orchestra (BRSO) is one of the world’s most renowned orchestras. Securing external funding can help ensure the BRSO’s continued artistic excellence in the long term, including its innovative projects. While individual projects have already received support on an ad hoc basis, there has been no systematic strategy or clear organizational structure for securing external funding to date.
Approach
The project aims to develop a comprehensive and sustainable sponsorship and fundraising strategy. The focus is on identifying and tapping into new funding opportunities, building lasting partnerships with companies and individuals, and developing attractive program and communication formats—all while complying with the regulations governing a public broadcasting orchestra as part of the public media landscape.
The process began with a detailed analysis of existing sponsorship and fundraising activities, internal processes, and the cultural environment. In addition, a benchmark analysis was conducted with leading national and international cultural institutions to identify best practices and successful strategies employed by other orchestras and cultural organizations. Building on these findings, strategic cornerstones were developed in close consultation with BRSO leadership: This included the development of differentiated program offerings for corporations and individuals and a rigorous acquisition strategy that combines traditional networking with digital outreach. At the same time, measures for long-term partner retention were defined. Finally, a sustainable organizational structure was developed, roles were assigned to the relevant stakeholders, workflows were optimized, and legal requirements were taken into account.
Impact
- The concept provides clarity on the potential, structures, and requirements for successfully securing external funding within the regulatory framework of a public broadcasting orchestra, and offers a helpful basis for decision-making.
- It provides practical tools and suggestions for services in return, which have been quantified based on empirical data, to facilitate rapid implementation.
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The project was implemented by Marietta Schönberg, project lead and Dr. Dimitra Will, Consulting.