Supporting arts and culture: APEAL

The Association for the Promotion and Exhibition of the Arts in Lebanon (APEAL), a Lebanon-based NGO, was founded in 2008 to promote Lebanese culture through supporting and showcasing Lebanese artists internationally. Since its founding, APEAL has supported various Lebanese artists in key international events, provided scholarships for several Lebanese art students, and sponsored multiple art events locally and internationally.

Strategy& started working with APEAL at the end of 2012, offering pro bono services to support the association in developing a strategic plan, defining its funding strategy, and designing a target operating model. Young APEAL had been delivering on its mission primarily thanks to the rigorous efforts of its key founders, and that was threatening the sustainability of the association. Moreover, a tough fund-raising environment following the 2008 financial crisis was posing a serious threat to the donation-based model of the organization.

The team got to work crafting and synthesizing the organization’s vision and mission statement. The strategic plan then stressed a narrower focus on key priorities, including a fund-raising strategy to target and retain the type of donors suitable for the association, and a target operating model design to craft the appropriate organization and governance structure and define key performance management metrics. The team then delivered a pragmatic road map with a set of prioritized initiatives to APEAL’s board of directors.

During this engagement, APEAL was commissioned by the Lebanese Ministry of Culture to represent the Lebanese Pavilion at Venice’s 55th biennial international art exhibition held from June to November 2013. Accordingly, the team helped APEAL to organize the Venice Biennale event and to build a user-friendly tool to organize future events.


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