How can a charitable organisation generate income to serve its mission?

This is the question Michael Ockwell sought to answer when he joined Mayflower Theatre in Southampton as Chief Executive in 2012. Step one? Putting the organisation’s charitable objectives into practice to ensure the maximum benefit for the most people.

The Mayflower team developed a strikingly simple vision: to create inspiring experiences. They established shared company values. And, Michael said, they leaned into their institutional purpose to “delight audiences, spark an interest in the performing arts, and deliver life-changing career and lifestyle opportunities.”

By investing their profit into four key strategic areas — their people, venues, communities and stages — Mayflower was able to shift the team’s mindset and adapt their business model.

“As a values-led organisation, we found that it was relatively simple to conduct our business commercially to benefit our organisation while maintaining those values that we adhere to,” Michael said.

They did so with a thoughtful business plan built on their vision, values and purpose. With those elements aligned, Mayflower created tremendous growth across all four pillars. Over the last 12 years, they’ve:

• Expanded their education programmes from 365 participants to 40,000
• Reached more than 100,000 new patrons 
• Invested £14.4 million in venue maintenance 
• Committed to celebrating their team members through equitable pay and benefits

“Creating profit generates an enormous responsibility,” Michael said. “Setting a clear vision has provided a really clear platform to help us deliver our purpose.”

Michael presented this talk live as part of Tessitura’s Innovator Series at the Tessitura Learning & Community Conference in London in April 2025.