Uplift programme
At the heart of Uplift Earned Income is a 2-day residential course hosted at Ashorne Hill 9-10 June 2026. Switch off from the day-to-day in a beautiful campus setting and start to transform your earned income strategy.
Pre-and-post-residential activities take place online, through Zoom and a library of on-demand content.
Participants in this programme should leave with:
- A new earned income strategy, aligned to wider plans
- A realistic, actionable plan for delivery, starting with a manageable experiment
- A cohort of people who will support each other as a network
- Access to an expert coach to help turn theory into reality.
Before taking part in the residential course, we will hold a Welcome to Uplift Zoom session, which will:
- Allow the group an opportunity to introduce each other and begin to establish rapport as a group and familiarity with the delivery team and tutors
- Introduce the initial high-level concept of the four domains of earned income growth
- Encourage participants to start to think about approaches to strategy development and provide tools to support embed and encourage change
We’ll also ask you to undertake a short diagnostic exercise starting with an exercise to imagine a 10-star Experience at your organisation.
The diagnostic will help you to think about:
- Your priorities for earned income
- Current sources, contribution and established practices
- Practicalities of change. How is your organisation already changing? What’s the operational and leadership capacity? How mentally resilient are your team right now?
- Your own strengths and skills
The Ashorne Hill Residential
The campus is designed with access in mind. Please see their website for more information. If you have any questions about taking part, or if there are adjustments you would like us to make, we are happy to assist. Please contact robin@baker-richards.com
The nearest railway station is Leamington Spa. For London-based participants, trains from Euston take just over an hour and the Ashorne Hill campus is a short taxi ride from there. There is free car parking on-site.
Ashorne Hill
Day 1
Audiences
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Audiences, pricing and loyalty – exploring your organisation’s price proposition.
Where is the value you offer, and how does pricing and demand creation currently work?
What are the most powerful levers you already control, for growing earned income?
Earned Income Strategy
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Brand and organisational storytelling.
How earned income fits with audience development strategy.
Mission-based earned income vs mission creep.
Prioritising risk vs reward.
A foundation of mental resilience.
Pre-Dinner Speaker & Evening Meal
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Break bread and get to know your cohort of peers better.
Day 2
Revenues
Case studies in revenue diversification including retail, licensing, space hire & filming, commercial & rental property, food & beverage and experiences.
Cost and complexity of set up, the margin, and the earning potential.
Factors for success.
Planning change in your organisation
Introducing Action Learning, and your Action Learning Set
Create your commercial strategy and receive expert feedback, execute your experiment and overcome barriers, and be inspired by the Cultural Enterprises Academy
There will be two further sessions delivered by Zoom for the cohort to check-in with each other and advance earned income skills.
- Session 1: A deeper dive into effective commercial strategy.
- Session 2 : Tackling barriers and blockers to create opportunities and progress.
Each participant will have the option to join a facilitated Action Learning Set of peers, to help you to take forward change from the programme as part of a supportive cohort with whom you can bond over time.
Keep the inspiration coming
Participants will also have a year’s access to the Cultural Enterprises Academy from the Association for Cultural Enterprises. This online learning resource is packed with tutorial videos for growing earned income and providing inspiration for revenue diversification. You can explore the academy at your own pace.