During my graduate studies, one semester project I complete was creating an imaginary arts organization from the ground up. Here is the results of that project.
Company Premise
Healing Harmony Music Therapy is a non-profit based out of Salt Lake City, Utah. Our goal is to provide high-quality, affordable music therapy to pediatric patients at Primary Children’s Hospital, specifically long-term care patients and their families. We also work to gather data and research in music therapy methods and effectiveness. As an organization, we envision free or very affordable music therapy services to as many kids and families as possible and contribute valuable data to research in music therapy. Current research is promising but is often under supported. Early studies indicate, however, that music therapy is incredibly effective and beneficial to patients. I will speak more about the benefits of music therapy later in this presentation.
To fully realize our mission and vision, we have formed partnerships with the University of Utah Health and Huntsman Cancer Institute as well as Intermountain Health Primary Children’s Hospital. Our partnerships with the University of Utah programs support our research in music therapy. In return for resources and reputation, we gather experimental data from therapy sessions and compile it for analysis and publication. Our partnership with Primary Children’s allows for easy access to patients and allows us to serve long-term care patients who are unable to leave. The centralized venue also allows for group therapy sessions, connecting patients with one another and providing them with bonding experiences in a safe, healthy environment.
Mission Statement
Healing Harmony strives to promote healing and hope through innovative music therapy methods, providing access to effective and affordable music therapy and seeking to enhance the overall wellness and vibrancy of individuals, families, and the community through the transformative and inspiring power of music.
Healing Harmony Organizational Chart
Board of Directors: Provides oversight and governance for the organization, including maintaining the mission and strategic direction of the organization. They are also responsible for the fiduciary health of the organization.
Executive Director: Maintains focus on mission and retains oversight of the organization, including managing programming, direction, and operations. They also work with the board and staff to ensure organizational direction and prepare materials for board meetings.
Director of Human Resources: Provides all human resource support in connection with the Executive Director. This includes maintaining employment records and coordinating payroll, insurance, and other related tasks.
Director of Marketing: Manages all marketing efforts for the organization, including organizing and creating marketing campaigns and branding, website management, and social media. They will also work with the Executive Director to establish directions and ensure alignment with the mission.
Director of Development: Accomplishes all development and fundraising activities in the organization, including donor relationships and individual giving, as well as corporate sponsorships and foundational giving. They are also primarily responsible for grant writing.
Director of Operations: Directs day-to-day operations of the organization, including selecting programming with the Production Manager and overseeing other activities. They are also responsible for the care and maintenance of equipment when issues are reported by therapists and the Program Manager.
Production Manager & Program Liaison: Communicates with hospitals, inpatient care facilities, and University staff, and organizes events and programming in coordination with the Director of Operations. They also coordinate with partners and therapists to organize appointments and event schedules.
Music Therapists: Works with patients, their families, and communities in individual and group therapy sessions and performances. They also develop therapy plans for patients and execute them. They are responsible for caring for equipment owned by the organization and reporting issues as they arise for maintenance.
Music Therapy Interns: Perform music therapy services for patients, their families and communities under the direction and supervision of a licensed music therapist. They assist in therapy and group lesson plans, and lead in group lesson settings.
Volunteers: Assists with events such as performances and fundraisers and may also assist in therapy under the supervision of a licensed music therapist if the need arises.
Programming
Healing Harmony supports four main programs:
Spring Giving Gala
The annual fundraising will be a formal dinner and a show occurring each March in conjunction with Music Therapy Awareness Month. Each ticket will include the price of dinner as well as a certain amount of donation, with the option to donate additional money during the buying process. The event will consist of dinner and live music, followed by an auction of donated items from corporate sponsors.
- Mission Relation: The gala fundraiser will fulfill the mission by uplifting and inspiring the community. The funds gathered at the event will allow the organization to further serve patients and execute the remainder of the mission.
- Economic Impact: Attendees of the gala will need to travel to downtown Salt Lake City, park, and potentially stay in a hotel. The donated auction items will also serve as advertising for the donating companies and will inspire attendees to purchase similar products. The dinner will be purchased from a local vendor, and musicians will be hired.
Individual Therapy Sessions
The most common service we offer is weekly (or however often fits the patient’s needs, as determined by a therapist) music therapy for individuals. Each session will be based on a treatment plan created by the therapist and executed by the therapist and music therapy students. Sessions will be recorded and compiled for research purposes in coordination with the University of Utah. These sessions will have a small cost and/or waitlist associated with them unless paid for by a third-party sponsor.
- Mission Relation: Music therapy services are the main service the organization provides and are a major component of the mission. Research and innovation in music therapy are only possible through experimentation and implementation. Music therapy also relates to providing hope and wellness to patients.
- Economic Impact: The patients most commonly utilizing this service require long-term care. If they do not live near the hospital, families will need to stay in hotels or short-term rentals. By offering these services in connection with Primary Children’s Hospital and the University of Utah Hospital, more patients will choose to receive care from these locations.
Group Therapy Sessions
Free group therapy sessions will occur weekly at the hospital in a common area. This session will focus on social skills and engagement with others by playing music or singing together and will be open to any patients and their families. Sessions will be recorded and compiled for research purposes in coordination with the University of Utah.
- Mission Relation: Music therapy services are the main service the organization provides and are a major component of the mission. Research and innovation in music therapy are only possible through experimentation and implementation. Music therapy also relates to providing hope and wellness to patients.
- Economic Impact: The patients most commonly utilizing this service require long-term care. If they do not live near the hospital, families will need to stay in hotels or short-term rentals. By offering these services in connection with Primary Children’s Hospital and the University of Utah Hospital, more patients will choose to receive care from these locations.
Mini Concert Series/Instrument Petting Zoo
Concerts by volunteer musicians from the Salt Lake City area will take place quarterly. These events will occur at or very near the hospital and will be open to all patients, staff, and family. The informal nature of the concerts will allow listeners to come and go as needed. Lasting no more than 60 minutes, these concerts will also allow patients to ask questions and learn about various instruments during a brief “instrument petting zoo” after the concert.
- Mission Relation: While music therapy is extremely helpful in many cases, even just listening to high-quality music can have a significant impact on mental and emotional well-being. Often, hospitals are a place of significant stress for many people. By performing music, we further the mission of “fostering hope and optimism” and promoting mental and emotional wellness.
- Economic Impact: The patients most commonly utilizing this service require long-term care. If they do not live near the hospital, families will need to stay in hotels or short-term rentals. By offering these services in connection with Primary Children’s Hospital and the University of Utah Hospital, more patients will choose to receive care from these locations. Staff members may also bring their families and may choose to eat out following the concert. Interacting with instruments may inspire patients or family members to learn it themselves, requiring them to purchase the instruments and music.
Budget
| Harmonic Healing – Summary Budget | |||||
| REVENUE | Current Year Budget | Proposed Budget Next Fiscal Year | $ Change | % Change | |
| Therapy Fees | $ 101,162.00 | $ 105,000.00 | $ 3,838.00 | 4% | |
| Education | $ 3,000.00 | $ 3,250.00 | $ 250.00 | 8% | |
| Advertising | $ 2,500.00 | $ 2,750.00 | $ 250.00 | 10% | |
| TOTAL EARNED REVENUE | $ 106,662.00 | $ 111,000.00 | $ 4,338.00 | 4% | |
| DONATED REVENUE | Current Budget | Proposed | $ Change | % Change | |
| Individuals | $ 223,963.00 | $ 245,000.00 | $ 21,037.00 | 9% | |
| Corporations | $ 50,750.00 | $ 51,000.00 | $ 250.00 | 0% | |
| Foundations | $ 29,560.00 | $ 30,000.00 | $ 440.00 | 1% | |
| Specials Events | $ 25,000.00 | $ 26,000.00 | $ 1,000.00 | 4% | |
| Matching Contributions | $ 3,000.00 | $ 3,000.00 | $ – | 0% | |
| TOTAL DONATED REVENUE | $ 332,273.00 | $ 355,000.00 | $ 22,727.00 | 7% | |
| GOVERNMENT SUPPORT | Current Budget | Proposed | $ Change | % Change | |
| State Grants | $ 35,000.00 | $ 35,000.00 | $ – | 0% | |
| Federal Grants | $ 10,000.00 | $ 9,000.00 | $ (1,000.00) | -10% | * |
| City/County Grants | $ 50,000.00 | $ 50,270.00 | $ 270.00 | 1% | |
| TOTAL GOV. SUPPORT | $ 95,000.00 | $ 94,270.00 | $ (730.00) | -1% | * |
| TOTAL REVENUE | $ 533,935.00 | $ 560,270.00 | $ 26,335.00 | 5% | |
| EXPENSES | Current Budget | Proposed | $ Change | % Change | |
| Marketing Salaries/Benefits/Expenses | $ 32,524.00 | $ 33,886.00 | $ 1,362.00 | 4% | |
| Therapist Salaries/Benefits/Exp. | $ 246,215.00 | $ 255,087.00 | $ 8,872.00 | 4% | |
| Administrative Salaries/Benefits/Exp. | $ 158,088.00 | $ 163,162.00 | $ 5,074.00 | 3% | |
| Development Salaries/Benefits/Exp. | $ 30,024.00 | $ 31,136.00 | $ 1,112.00 | 4% | |
| Production Costs | $ 25,000.00 | $ 27,500.00 | $ 2,500.00 | 10% | |
| Special Event – Annual Gala | $ 12,000.00 | $ 13,000.00 | 1,000.00 | 8% | |
| Equipment Acquisitions/Maintenance | $ 8,000.00 | $ 8,750.00 | $ 750.00 | 9% | |
| Contingency | $ 15,000.00 | $ 15,500.00 | $ 500.00 | 3% | |
| TOTAL EXPENSES | $ 526,851.00 | $ 548,021.00 | $ 21,170.00 | 4% | |
| VARIANCE – Surplus or (Deficit) | $ 7,084.00 | $ 12,249.00 | $ 5,165.00 | ||
| *Note: Decrease is due to trends of lack of federal funding for the arts and education. | |||||
| Salaries and Benefits – Current | ||||
| Staff Position | Hours/Week | Rate | Salary | Benefits |
| Executive Director | 40 | $ 30.00 | $ 62,400.00 | $ 11,820.00 |
| Director of Human Resources | 20 | $ 27.00 | $ 28,080.00 | $ 1,944.00 |
| Director of Marketing | 20 | $ 27.00 | $ 28,080.00 | $ 1,944.00 |
| Director of Development | 20 | $ 27.00 | $ 28,080.00 | $ 1,944.00 |
| Director of Operations | 30 | $ 28.00 | $ 43,680.00 | $ 10,164.00 |
| Production Manager & Program Liaison | 30 | $ 28.00 | $ 43,680.00 | $ 10,164.00 |
| Music Therapists (3) | 30 | $ 26.50 | $ 124,020.00 | $ 29,871.00 |
| Music Therapy Interns (2) | 20 | $ 18.50 | $ 38,480.00 | $ – |
| TOTALS | $ 396,500.00 | $ 67,851.00 | ||
| Salaries and Benefits – Projected | ||||
| Staff Position | Hours/Week | Rate | Salary | Benefits |
| Executive Director | 40 | $ 31.00 | $ 64,480.00 | $ 12,004.00 |
| Director of Human Resources | 20 | $ 28.00 | $ 29,120.00 | $ 2,016.00 |
| Director of Marketing | 20 | $ 28.00 | $ 29,120.00 | $ 2,016.00 |
| Director of Development | 20 | $ 28.00 | $ 29,120.00 | $ 2,016.00 |
| Director of Operations | 30 | $ 29.00 | $ 45,240.00 | $ 10,302.00 |
| Production Manager & Program Liaison | 30 | $ 29.00 | $ 45,240.00 | $ 10,302.00 |
| Music Therapists (3) | 30 | $ 27.50 | $ 128,700.00 | $ 30,285.00 |
| Music Therapy Interns (2) | 20 | $ 19.50 | $ 40,560.00 | $ – |
| TOTALS | $ 411,580.00 | $ 68,941.00 | ||
| Spring Giving Gala Budget | ||||
| Expense | Current Cost | Projected Cost | $ Change | % Change |
| Venue | $ 4,000.00 | $ 4,150.00 | $ 150.00 | 4% |
| Food | $ 2,700.00 | $ 3,000.00 | $ 300.00 | 11% |
| Drinks | $ 1,500.00 | $ 1,750.00 | $ 250.00 | 17% |
| Performers | $ 1,000.00 | $ 1,100.00 | $ 100.00 | 10% |
| Marketing | $ 2,300.00 | $ 2,500.00 | $ 200.00 | 9% |
| Printing | $ 500.00 | $ 500.00 | $ – | 0% |
| TOTALS | $ 12,000.00 | $ 13,000.00 | $ 1,000.00 | 8% |
Spring Giving Gala Marketing Plan
Below is an example marketing plan, created for the Spring Giving Gala.
Part I: Mission & Event
Mission Statement
Healing Harmony strives to promote healing and hope through innovative music therapy methods, providing access to effective and affordable music therapy and seeking to enhance the overall wellness and vibrancy of individuals, families, and the community through the transformative and inspiring power of music.
Spring Giving Gala
The annual fundraising will be a formal dinner and a show occurring in late March, in conjunction with Music Therapy Awareness Month. Tickets will be required to attend, the revenue from which will be used to cover most of the cost of food and entertainment. The event will consist of dinner and live music, followed by an auction of donated items from corporate sponsors. Also included in the evening’s events will be a presentation, live or video, of the lives and stories of the people Healing Harmony helps. The purpose of the event is to uplift and inspire the community while raising funds and awareness surrounding the mission of Healing Harmony and music therapy. This event also functions as a donor appreciation event.
Part II: SWOT Analysis
The following analysis examines the strengths and weaknesses related to the execution of the Spring Giving Gala and explores external opportunities and potential threats.
Strengths
- March is Music Therapy Awareness Month, and is generally less busy
- U of U and Intermountain Health networks and connections
- Affordable venue through the University of Utah
- Wide variety of resources for marketing and networking opportunities through partnerships and sponsorship programs
Weaknesses
- Excludes lower-level donors, prioritizes high level giving
- Low staff, high levels of commitment and burn-out
- High spending compared to donations received at the event
Opportunities
- Relationship development opportunities with companies and organizations
- Sponsorship by gift options for auction items, allowing more companies to get involved beyond financial commitments
- Marketing opportunities for sponsor companies through the auction portion
Threats
- Economic and political uncertainty
- Narrow target audience
- Donor exhaustion/competition with other organizations, such as the University of Utah, Utah Symphony, etc.
Part III: Situational Analysis
Given that the Spring Giving Gala is one of the most unique programs created by Healing Harmony, a thorough examination of the product, market, and competition is helpful in remaining focused and intentional in our marketing efforts. This also functions as a litmus test for how well the event keeps in line with the mission.
Current Product Analysis
Product
The Spring Giving Gala is not only a fundraising and donor appreciation event, but a fun night out for the attendees. It is an opportunity to socialize, network, and relax in a fun, elegant, uplifting environment. Each guest will be provided with a delicious dinner, followed by a presentation regarding the work and impact of Healing Harmony. Included in this presentation is recognition and appreciation for past donors. The presentation may be a video or live interaction and will tell the stories of individuals and families that Healing Harmony has directly worked with. Following this, an auction of donated items will allow guests to donate to Healing Harmony in a fun, engaging way.
Pricing
The Gala is a ticketed event, with each ticket costing around $75. This covers some of the operating costs of the event, like the venue and dinner. Additional opportunities to donate directly to Healing Harmony programs will be built into the purchasing process and be available at the event. Group pricings for organizations wishing to send multiple individuals will be available.
Promotion
Playing into the exclusivity of the event, as well as the donor appreciation, invitations will be mailed to past donors and select individuals who have been identified as likely potential donors. An alternate version of these invitations will also be sent to prominent companies with an invitation to donate items or attend as a group. An email version of the invitation will be sent out to a broader audience to save on printing costs. Emails and phone calls will be used to contact individuals that we do not have mailing addresses for and to follow up with guests who have not bought tickets three weeks after the invitations were sent. Posts regarding the Gala will be listed on social media, particularly Facebook, LinkedIn, and Instagram.
Place
Due to the close partnership with the University of Utah, the event will be held in a ballroom or great hall on campus. The exact location will be determined based on availability, but the space will be elegant and formal. Preference is given for the Saltair room in the Union building or the Alumni House ballrooms.
Current Target Market
Strategy
Marketing initiatives for the Spring Giving Gala will focus on past donors and their associates, as well as individuals connected with partner organizations and sponsors. Care must be taken to provide high quality communication that promotes a positive relationship and expresses gratitude for their involvement and support of Healing Harmony.
Market Size
The Salt Lake area contains the largest segment of wealthy individuals in Utah, spread across Salt Lake City, Draper, and Park City. Roughly 14-20% of households in Salt Lake City generate an annual income greater than $200,000. An additional 4-10% can be added when including households that generate $150,000-$199,999 annually. Considering that not every household included in that statistic will be willing to donate, the market size is mostly likely closer to 8-10% of the population in the area.
Demographic Profile
The target audience for the Spring Giving Gala consists of wealthier individuals in Salt Lake City and surrounding areas. This includes University of Utah officials, hospital administrators, state and county law makers and representatives, realtors, financial moguls, lawyers, and wealthy retirees. Most of these individuals are white males, 45 and up. They are married, and their wives are also highly influential. Many are members of the church of Jesus Christ of Latter-Day Saints or are connected to other charitable foundations. Goldman-Sachs, Summit Sotheby’s, and Ken Garff are highly active in charitable giving. They give for several reasons, including religious beliefs, tax benefits, and cultural pressures to be publicly charitable.
Perceptions
Individuals who are likely to donate and attend the Gala are very community minded. They are passionate about service, healthcare, and/or the arts. Many of these individuals are accustomed to preferential or exclusive services. They are or regularly interact with public figures and expect treatment that reflects that perceived status.
Purchasing Habits
Luxury is often more important than cost amongst this demographic. They are likely to spend more if they are passionate about the issue or for high-quality offerings. While they know the value of a dollar, they are also generous and tend not to penny-pinch.
Current Competitive Analysis
Direct Competitors
There are no other music therapy nonprofits in the Salt Lake area, but there are many other music nonprofit organizations competing for the same or similar donor bases as Healing Harmony. The largest music competitor is Utah Symphony | Utah Opera.
Other competitors for funding also include Intermountain Health and the University of Utah. Although they are partners for Healing Harmony, donors who contribute directly to them may see the partnership and assume donations may trickle down to our organization or not wish to contribute more to similar projects.
Competitor Strengths & Weaknesses
The Utah Symphony | Utah Opera has the advantage of a long history and established public image. Donors often have a long history with the Symphony and are inclined to donate because of positive experiences. The Symphony’s longevity also suggests permanence and security. However, the Symphony is most attractive to those specifically interested in classical music. Healing Harmony has the ability to tap into donor bases who generally contribute to contemporary music, research, and health initiatives.
Intermountain Health is a large network with a wide reach. This allows them to reach donors from other areas and states as well as Salt Lake residents. This inevitably leads to a wide variety of funding sources. However, they also have many more initiatives and costs that need to be covered. For donors specifically interested in music therapy, donating directly to Healing Harmony ensures their donations goes towards music therapy practice and research.
A similar phenomenon applies to the University of Utah. They have a variety of donors that give to many programs. University level donations are generally ear-marked for specific programs or used for overhead administrative costs. For donors passionate about music and health, donating to Healing Harmony confirms the use of the funds aligns with the donor’s values.
Part IV: Summary and Future Considerations
Healing Harmony’s Spring Giving Gala is an excellent opportunity to thank current donors and develop relationships with community members and organizations. By directing marketing efforts to wealthy individuals and curating an experience that reflects elegance and excellence, we increase the likelihood of large donations that support our mission of serving patients and families through their health challenges using the healing power of music. Every element of this event, from the invitations, the venue, the food, and auctions, is created to reflect the values of the target audience and help them create connections with our organization.
One of the drawbacks of the current event plan is the extremely narrow audience profile that restricts attendance opportunities to many of our lower income donors. Future consideration should be given to ways that we can make this event more accessible to more donors that give less amounts in order to thank them and include them more in the organization and its mission.
Case for Support
Strategic Plan
Mission: Healing Harmony strives to promote healing and hope through innovative music therapy methods, providing access to effective and affordable music therapy and seeking to enhance the overall wellness and vibrancy of individuals, families, and the community through the transformative and inspiring power of music.
Objective 1: Provide healing music therapy services to pediatric cancer patients weekly. Based on current research, music therapy has proven an effective choice for benefiting the mental health and stamina of cancer patients. It has been shown to stabilize mental states, reduce pain, and increase stamina and hopefulness in patients.
Goal 1: Provide music therapy services to patients in Primary Children’s Hospital
Action Plan 1: Contact the pediatric oncology department and arrange for group and individual music therapy sessions with long-term care patients. Working directly through the hospital will allow the Healing Hearts team to prioritize patients in need of interventive care.
Assignment: Megan Rasmussen Strategy: Growth Status: Done
Action Plan 2: Execute music therapy sessions weekly. Individual sessions for specific needs coupled with weekly group sessions help address unique issues while encouraging connectivity and social interaction, which contribute to mental health and wellbeing. Specific lesson plans are created and executed by the therapists.
Assignment: Music Therapist Team Strategy: Growth Status: In progress
Action Plan 3: Evaluate progress and record observations. To effectively fulfill our mission of benefiting our patients, ongoing evaluation and adjustments to the treatments based on those evaluations are needed to ensure the highest quality of care.
Assignment: Megan Rasmussen, Music Therapist Team Strategy: Retrenchment (as needed) Status: In progress
Megan Rasmussen 
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