The webpage for cultural marketing & cultural sponsoring


November 11, 2021, 10 am - 1 pm, tjg. theater junge Generation (small stage)

In pandemic times, which has forced the cultural facilities to shut all analogue events drastically down, it is ever more important to show how cultural events and projects can be financed. Which institutions or companies are open to finance culture? How might cultural projects profit from a transnational perspective?

9 am - 9:45 am



Opening Session in the State Opera


9:45 am - 10 am



Coffee Break & Networking

10 am - 10:45 am

From Fan to Benefactor - Fundraising for Culture
Matthias Daberstiel
Fundraiser Magazin | Managing Director
Culture thrives on fans, no matter what the genre. Fans are generous, enthusiastic and emotional. So why not ask them for donations or simply for support? Taking this step is not difficult when you know that fans actually expect it. In his presentation, the speaker shows what modern fundraising, which puts the donor at the center, can achieve. But it is necessary to know your donors and to pick them up at the right touchpoints in order to start a donor journey with them.

10:45 am - 11 am



Coffee Break & Networking


11 am - 11:30 am
© Ingeborg Obi-Preuß
Looking into Foundation Activities (WT)
Tobias Henkel
Director of the Stitung Braunschweigischer Kulturbesitz

11:30 am - 11:45 am



Coffee Break & Networking

11:45 am- 12:15 pm

Culture and Finance in the Context of Current Social Developments (digital)
Jörg Polenz
Palais Sommer Festival GmbH | Managing Director

We can use culture and art to touch people. If we succeed in this, connection, exchange and the opportunity to grow together in the community is created. What role do culture and art currently play in our society? What visions do the actors associate with their work? How do I finance my idea and why do I decide in favour of sponsoring, advertising, ticketing, public funding or donations? We want to explore these and many other questions together.

12:15 pm - 12:30 pm



Coffee Break & Networking

12:30 pm - 1 pm



Crowdfunding in the Cultural Sector
Anne Dietrich
Yenidze - Theater in der Kuppel Dresden | Managing Director
Crowdfunding as a means of artistic project financing is becoming increasingly popular. To inspire a crowd as an artist or independent theater means a lot of effort at first, but besides financial support it can generate a new target group and audience. Can crowdfunding be seen as a new opportunity and innovative way for co-financing and customer acquisition for young cultural start-ups?

1 pm - 2 pm



Lunch Break


Subject to change.
A transfer to the other topic forums are possible during breaks.

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