WHAT MAKES A MUSEUM MAGNETIC?

When you think about the most successful museums that you know, what do you see? Talented staff and energetic board members? Dedicated volunteers and devoted visitors? Are they engaged with their museums by a shared passion for mission, collections and programs? And are there ample resources to realize inspired visions?

If you answered yes, then you’ve just described what we call “Magnetic Museums℠.”

By “magnetic,” we mean organizations that have developed a kind of “force field” that draws both people and resources. This magnetism allows them to develop superior human, financial and social capital, which enables heightened impact and community building, and results in exceptional financial and operational performance over time.

We have a theory about Magnetic Museums℠ and their success and we’re on a mission to understand what they do, how they do it, and why. With the cooperation of the American Association of Museums (AAM), we’re conducting quantitative research to be followed by in-depth case studies. Armed with facts, figures and compelling stories, our goal is to share what we learn with the museum field and everyone who values the role of museums in contemporary culture.

Do you know a Magnetic Museum℠?

Please share your insights with us. As the study progresses, we’ll update the information on this website. We welcome inquiries, so please feel free contact us with your questions and ideas.

Acknowledgements

We are indebted to AAM for its cooperation with this study, and to our research assistants, Kara Sincich Hershorin and Kelley Shangle. We also are grateful for the support of Georgetown University’s Center for Public and Nonprofit Leadership, where we are serving as Visiting Practitioners in 2010-11.

A PROJECT BY ANNE BERGERON AND BETH TUTTLE

© 2011 Anne Bergeron and Beth Tuttle. All Rights Reserved. No reproduction without written permission.

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17 West Walnut Street
Suite 201
Alexandria, VA 22301
info@magneticmuseums.com

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