Executive Master’s in sponsoring and fundraising for the arts
Course in stage management
Workshop in dance management
T
he Executive Master's in Sponsoring and Fundraising for the Arts is promoted and produced by the La Scala Academy in collaboration with the Politecnico di Milano MIP Graduate School of Business and the participation of the Peggy Guggenheim Collection of Venice. It provides professional development to those undertaking a career in the arts, culture, or related fields requiring new and valuable competencies in optimizing and/or generating economic resources and funding.
HIGHLIGHTS
01.
SHARED EXPERTISE
The program, which boasts the collaboration of the Marketing and Fundraising Department of Teatro alla Scala and MIP Politecnico di Milano and the participation of the Peggy Guggenheim Collection of Venice, is taught by experts associated with preeminent Italian and foreign theatres and museums. The master’s program is unique for the many guest speakers from corporations, philanthropic organizations, foundations, and banks.
02.
PRACTICAL EXERCISES
Learning by doing is a pillar of the Academy method. Most units complement classroom lessons with practical exercises involving real-world situations and concrete challenges.
03.
NETWORKING
Participants will have the opportunity to meet, interact, and exchange ideas with professionals and stakeholders from all over the world and meet potential partners within the La Scala Academy network.
04.
PROJECT WORK
The master’s program includes a final project done by the student under the guidance of experienced tutors and a final examination.
Recap 2024
Units
- The Italian cultural system:
institutional framework,
strategic dynamics, and
economic impact
- Introduction to sponsoring and fundraising for art and culture in Italy
- Foundations of marketing for sponsorships and fundraising
- The sponsorship market and the value of art for businesses
- Donor foundations, the Italian and international markets for funding for the arts
- Sponsor-sponsee relations. Analysis of expectations, perspectives, and objectives of each party from negotiations to the contract
- Strategies and instruments for private donors
- Digital communication and promotion in cultural institutions
- Sponsoring and contract law
- Grow and manage a culture of fundraising and entrepreneurship
- Tax law and sponsorships Bequests
- Performance management instruments for art and culture Impact assessment
- Private support for art and culture in the United States
This list may be subject to change.
- Introduction to sponsoring and fundraising for art and culture in Italy
- Foundations of marketing for sponsorships and fundraising
- The sponsorship market and the value of art for businesses
- Donor foundations, the Italian and international markets for funding for the arts
- Sponsor-sponsee relations. Analysis of expectations, perspectives, and objectives of each party from negotiations to the contract
- Strategies and instruments for private donors
- Digital communication and promotion in cultural institutions
- Sponsoring and contract law
- Grow and manage a culture of fundraising and entrepreneurship
- Tax law and sponsorships Bequests
- Performance management instruments for art and culture Impact assessment
- Private support for art and culture in the United States
This list may be subject to change.
Faculty
Tommaso Abbiati
Responsabile marketing, sponsoring e fundraising Accademia Teatro alla Scala
Deborah Agostino
Associate Professor in Accounting Finance and Control POLIMI Graduate School of Management - Politecnico di Milano
Francesca Agus
Responsabile Marketing e Fundraising Teatro alla Scala
Martina Bacigalupi
Fundraiser
Debora Bettiga
Assistant Professor in Marketing Strategy POLIMI Graduate School of Management - Politecnico di Milano
Carolina Botti
Direttore Ales e referente Art Bonus per il Ministero della Cultura
Mario Calderini
Full Professor in Social Innovation e Direttore di Tiresia POLIMI Graduate School of Management - Politecnico di Milano
Carola Carazzone
Segretario Generale Assifero, Presidente DAFNE
Nicolas Conde Propato
Environmental Consultant at Bristol Old Vic
Giuseppe Curtò
Avvocato Foro di Milano
Giovanni Crupi
Direttore dello Sviluppo Museo della Scienza
Francesco Florian
Professore di Legislazione dei Beni Culturali Università Cattolica di Milano
Edilia Gänz
Director of Fedora
Andrew Higgins
Director of Development Imperial War Museums
Riccardo Lami
PR and Development Coordinator Fondazione Palazzo Strozzi
Lanfranco Li Cauli
Direttore Marketing e Fundraising Teatro alla Scala
Fanny Liotto
Manager for Corporate Membership and Development Collezione Peggy Guggenheim
Stefano Malfatti
Direttore Comunicazione e Raccolta Fondi Istituto Serafico di Assisi
Marco Mandolfo
Assistant Professor in Strategy & Marketing POLIMI Graduate School of Management - Politecnico di Milano
Marianna Martinoni
Fundraiser, Terzofilo
Advisor Master Executive in Sponsoring e Fundraising
Terry McGrath
Director of Audience and Media at Royal Opera House Covent Garden
Luca Montagnigno
Account Executive Salesforce.org
Kirsten Munro
Director of Development at Joyce Theater
Martina Pizzul
Manager for Individual Membership and Development Collezione Peggy Guggenheim
Andrea Rebaglio
Vice Direttore Area Arte e Cultura Fondazione Cariplo
Francesca Russo
Responsabile Art Bonus e Progetti Ales spa
Irene Sanesi
Dottore Commercialista
Fabio Sartorelli
musicologo
docente Conservatorio di Milano
Amanda Saunders
Director of Development and Enterprises Royal Opera House, Covent Garden
Elisabetta Scopinich
Responsabile Raccolta Fondi Aziende e Sviluppo del FAI (Fondo Ambiente Italiano)
Jordi Sellas i Ferrés
Executive Director IDEAL Barcelona
Digital Arts Center
Jane Storie
Head of Enterprises Royal Opera House, Covent Garden
Marisa Vázquez-Shelly
Directora de Mecenazgo Privado Teatro Real
Valeria Vitali
Fondatrice Rete del dono
Responsabile marketing, sponsoring e fundraising Accademia Teatro alla Scala
Deborah Agostino
Associate Professor in Accounting Finance and Control POLIMI Graduate School of Management - Politecnico di Milano
Francesca Agus
Responsabile Marketing e Fundraising Teatro alla Scala
Martina Bacigalupi
Fundraiser
Debora Bettiga
Assistant Professor in Marketing Strategy POLIMI Graduate School of Management - Politecnico di Milano
Carolina Botti
Direttore Ales e referente Art Bonus per il Ministero della Cultura
Mario Calderini
Full Professor in Social Innovation e Direttore di Tiresia POLIMI Graduate School of Management - Politecnico di Milano
Carola Carazzone
Segretario Generale Assifero, Presidente DAFNE
Nicolas Conde Propato
Environmental Consultant at Bristol Old Vic
Giuseppe Curtò
Avvocato Foro di Milano
Giovanni Crupi
Direttore dello Sviluppo Museo della Scienza
Francesco Florian
Professore di Legislazione dei Beni Culturali Università Cattolica di Milano
Edilia Gänz
Director of Fedora
Andrew Higgins
Director of Development Imperial War Museums
Riccardo Lami
PR and Development Coordinator Fondazione Palazzo Strozzi
Lanfranco Li Cauli
Direttore Marketing e Fundraising Teatro alla Scala
Fanny Liotto
Manager for Corporate Membership and Development Collezione Peggy Guggenheim
Stefano Malfatti
Direttore Comunicazione e Raccolta Fondi Istituto Serafico di Assisi
Marco Mandolfo
Assistant Professor in Strategy & Marketing POLIMI Graduate School of Management - Politecnico di Milano
Marianna Martinoni
Fundraiser, Terzofilo
Advisor Master Executive in Sponsoring e Fundraising
Terry McGrath
Director of Audience and Media at Royal Opera House Covent Garden
Luca Montagnigno
Account Executive Salesforce.org
Kirsten Munro
Director of Development at Joyce Theater
Martina Pizzul
Manager for Individual Membership and Development Collezione Peggy Guggenheim
Andrea Rebaglio
Vice Direttore Area Arte e Cultura Fondazione Cariplo
Francesca Russo
Responsabile Art Bonus e Progetti Ales spa
Irene Sanesi
Dottore Commercialista
Fabio Sartorelli
musicologo
docente Conservatorio di Milano
Amanda Saunders
Director of Development and Enterprises Royal Opera House, Covent Garden
Elisabetta Scopinich
Responsabile Raccolta Fondi Aziende e Sviluppo del FAI (Fondo Ambiente Italiano)
Jordi Sellas i Ferrés
Executive Director IDEAL Barcelona
Digital Arts Center
Jane Storie
Head of Enterprises Royal Opera House, Covent Garden
Marisa Vázquez-Shelly
Directora de Mecenazgo Privado Teatro Real
Valeria Vitali
Fondatrice Rete del dono
Length
From November 2024 to December 2025, 13 months.
The attendance is mandatory, 18 non-consecutive weekends (Friday, Saturday/Friday, Saturday and Sunday) that will be held in Milan but which can also be used online from home (blended mode).
Two full days are also planned in Venice.
Finally, there are a few evening hours of laboratory dedicated to final project to be carried out entirely online.
Download here the calendar 2024.
The attendance is mandatory, 18 non-consecutive weekends (Friday, Saturday/Friday, Saturday and Sunday) that will be held in Milan but which can also be used online from home (blended mode).
Two full days are also planned in Venice.
Finally, there are a few evening hours of laboratory dedicated to final project to be carried out entirely online.
Download here the calendar 2024.
Admission requisites and program
Legal age: professionals, consultants, and entrepreneurs in the
cultural sector or third sector generally.
Applicants must pass a selection process (individual interview) to be admitted to the program.
Two selection sessions are scheduled for 2024, the first on May 8 and the second on October 10.
The invitation, with precise selection date and time, will be sent by the Teaching Secretariat at the end of the registration period; in both cases, the selections will be held online on the Microsoft Teams platform.
Who registers for the first session e passes the selection, he will have a discount on the frequency line. Who doesn't pass the first session can recur at second, losing the right to the discount.
Applicants must pass a selection process (individual interview) to be admitted to the program.
Two selection sessions are scheduled for 2024, the first on May 8 and the second on October 10.
The invitation, with precise selection date and time, will be sent by the Teaching Secretariat at the end of the registration period; in both cases, the selections will be held online on the Microsoft Teams platform.
Who registers for the first session e passes the selection, he will have a discount on the frequency line. Who doesn't pass the first session can recur at second, losing the right to the discount.
Language
Italian with some units
and guest speakers in
English.
You must apply within:
April 30, 2024 for the first round of selections
September 23, 2024 for the second round.
Register and/or login to the Academy enrollment platform at iscrizioni.accademialascala.it.
Your email and the password you choose will become your login credentials [username and password] that can be used again for subsequent visits. You will also be asked to read the privacy notice. APPLICATION:
After registering, enter the information requested for the specific applicant following the step-by-step. You will asked to download, sign, and attach the Terms & Conditions “Condizioni di contratto per la partecipazione". This step is necessary to proceed with the application process.
ATTACHEMENTS:
- 1 passport-sized photo;
- your full cv.
TUITION:
You will be asked to pay the application fee of 100 € directly online via credit/debit card or credit transfer. The payment must be made online directly through the enrollment platform (do not close the page before paying).A summary of entered data is generated at the end of the above steps.
