STRATEGIC PLAN 2016 -2018

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Museum Council of Greater Philadelphia

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STRATEGIC PLAN 2016-2018 January 1, 2016 Dear Members, Friends, and Colleagues, As interim board president, I am pleased to share with you the new strategic vision for Museum Council of Greater Philadelphia. In 2013, Museum Council’s board, in partnership with the Arts & Business Council through the Business Volunteers for the Arts program, began a comprehensive strategic planning process. Our intent was to review the 75-year-old organization from “top to bottom” and develop a shared vision for the future. This review collected information from various stakeholders in the Greater Philadelphia region with the goal to understand our organization’s relevance, perception, and potential. After a leadership transition on our board, Museum Council resumed its planning in 2015. After several meetings and discussions, five goals were outlined based on key committees of Museum Council (Programming, Marketing, Membership, Board and Governance, Fiscal Responsibility). A day-long retreat was held in July at the Athenaeum of Philadelphia with board and committee members to identify tasks and objectives leading us up to the 80th anniversary of Museum Council in 2019. I am confident that the new strategic plan lays the groundwork for Museum Council to address the changing landscape for museums and those that work in them. We remain enthusiastically committed to providing unique opportunities for museum professionals in the Greater Philadelphia region, collaborating with the cultural community, and engaging and hosting impactful networking events. Throughout this process, Museum Council has been guided by professionals throughout the region, including former board officers Joseph Gonzales, Ellen Owens, and Timshel Purdum, and Barry Lurie, our volunteer consultant from the Arts & Business Council. We are grateful for their time and guidance. In addition, we would like to thank the volunteers on our Museum Council committees for their insights, as well as the many members who provided feedback along the way. On behalf of Museum Council’s board, I invite you to learn more, to get involved, and to take part in future programming. I hope you will review the goals and objectives outlined for 2016 to 2018 and join me in celebrating an exciting future for Museum Council. Best Wishes, Nicole Krom Interim President Museum Council of Greater Philadelphia From left to right: Museum Council board members Erin Chambers, Allison Krisch, Jamie Hughes, Saralyn Rosenfield, Nicole Krom, and John Orr. Not pictured: Eileen Magee and Tom Stanley

PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

MISSION, VISION, & HISTORY MISSION The Museum Council of Greater Philadelphia builds connections between and among the diverse museum and cultural community, provides opportunities for professional growth, shares best practices, and promotes accomplishments in the field.

VISION Members of Philadelphia’s museum and cultural community access diverse learning experiences, engage in impactful networking events, and collaborate in valuable professional and leadership opportunities through the Museum Council of Greater Philadelphia.

HISTORY The Museum Council of Greater Philadelphia traces its roots to February 16, 1939, when a group of Philadelphia museum leaders came together in advance of that year’s World’s Fair in New York. The fair’s six-month season presented a perfect opportunity to promote and advertise Philadelphia and its museums to new audiences. That day, the Philadelphia Council of Museums was born, led by charter members Dr. Henry Butler Allen and William F. Jackson of the Franklin Institute, Dr. Fiske Kimball of the Philadelphia Museum of Art, and Franklin H. Price of the Free Library of Philadelphia. In the years following its inception, the Museum Council played an important role in preserving our region’s treasures through fostering communication and cooperation. This was especially true in the 1940s following World War II, when the Council found ways to preserve artifacts during such a crisis and frequently worked with organizations to identify preservation solutions. Museum Council has grown in size and scope since its inception, extending its membership well beyond the boundaries of the city proper—as well as including an assortment of cultural institutions including historic houses, gardens, libraries, and more. A volunteer board of eight professionals manage Museum Council, along with members of its programming, membership, marketing, and emerging museum professionals committees. We are supported by dozens of organizations and hundreds of members across the region, and continue to grow. Join us!

PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

GOAL 1: PROGRAMS Present innovative and engaging programs that reach and respond to a diverse audience. Museum Council has an active calendar of programs, including behind-the-scenes tours, interactive workshops, and engaging panel discussions. Noted for their affordability, programs are designed to provide opportunities for professionals in the culture sector to convene, connect, and learn. Programs cover a range of topics and highlight museums and cultural institutions across the Greater Philadelphia region.

FY2016

1. Partner with local universities and institutions to present high-quality panel discussions that attract an audience diverse in experience level and discipline. 2. Collaborate with institutions and national/regional professional committees to highlight cultural resources and professional achievements. 3. Continue established partnerships with member institutions and identify new partner institutions. 4. Assess accessibility of current programs by surveying members and non-members on their preferred schedule for offerings, in conjunction with the marketing committee.

FY2017

5. Diversify professional affiliations represented by the programming committee to more accurately represent educators in the field. 6. Research other regional museum professional groups across the country to learn about their programming and strategies. 7. Develop an annual signature single-day bus trip to visit an out-of-city museum or institution with colleagues. 8. Experiment with a new series of programming to engage and connect emerging professionals with midcareer and senior leaders.

FY2018

9. In collaboration with other committees, develop a mentorship program sponsored by a partner university. 10. Create two workshops that invite museum professionals to develop an essential skill at any career level. 11. Finalize a consistent schedule of programs based on the evaluation of past years’ successes to include a signature bus trip, a series of workshops highlighting skills and insights shared by museum leaders, event for museum students, four behind-the-scenes collaborative tours, two member-for-a-day collaborations, and two high-quality panel discussions or workshop developed with partnerships. PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

GOAL 2: MEMBERSHIP Retain and grow membership through strategic partnerships and relevant benefits. Museum Council has a strong membership base, including students, individuals, and institutions throughout the region. There has been a significant increase in the number of new and renewing members in part due to a new database system. The challenge now is to retain, grow, and diversify membership by delivering a valuable and engaging experience.

FY2016

1. Establish a LinkedIn group for members only. 2. Develop a clear measurable goal for the annual fall event (i.e. attendance, new members, experience). 3. Analyze membership data to determine success rates in renewals, upgrades, and repeat event attendance. 4. Assess membership benefits at all levels, with particular emphasis on the branding of the student level.

FY2017

5. Start establishing relationship with academic programs and directors and propose a round-table discussion to inform these partnerships. 6. Create a membership orientation packet for graduate students with the help of the marketing committee, and encourage universities to fund student memberships. 7. Continue to use WildApricot and annually review its effectiveness to ensure software grows with membership and programming needs.

FY2018

8. Grow the student membership level by 10% through work with Emerging Museums Professionals committee of Museum Council, University Night, and University of the Arts Match Night. 9. Introduce new upper level benefits for premier institutions.

PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

GOAL 3: MARKETING Increase visibility of mission, programs, and membership to a broader audience base. Museum Council’s 76-year history has greatly contributed to its name recognition in the city, strengthened by a recent rebranding. However, there are challenges to increasing its visibility among those new to the field and setting itself apart from similar professional organizations. Through strategic sponsorships, new collateral materials, and online channels, Museum Council will increase engagement in its membership and programs.

FY2016

1. Improve Museum Council’s website content by increasing interactivity through a blog that documents past events. 2. Increase the size and scope of Museum Council’s social media presence, differentiate the use and purpose of each channel, and develop consistent timelines for promotion. 3. Survey members on a consistent basis about their experience by distributing questionnaires after each event or program. 4. Capture testimonials from members and highlight their professional accomplishments through online channels. 5. Create and share an annual report summarizing the year’s accomplishments with members and the broader field.

FY2017

6. Develop and cultivate a press list and begin inviting media to events. 7. Create evergreen collateral materials, including a basic informational brochure for conferences and networking events. 8. Identify new sponsorship opportunities and create benefits that encourage renewal for signature events.

FY2018

9. Continue to use MailChimp and LinkedIn and increase contacts in both by 10% .

PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

GOAL 4: FISCAL RESPONSIBILITY Build and maintain a strong financial base that is transparent and realistic to advancing strategic goals. Museum Council has a consistent level of earned revenue and a modest cash reserve. A clear set of financial policies will help guide organizational decisions and ensure its future sustainability.

FY2016

1. Develop clear, transparent financial policies used by board in decision-making. 2. Create and implement multi-year operating budgets. 3. Encourage contributed revenue through the addition of a donation button and related text on website to produce 5% of total contributed revenue. 4. Clarify Museum Council award program and recognition.

FY2017

5. Investigate possibility of securing grants to support programming. 6. Seek professional advice on the effectiveness of Museum Council’s money market account. 7. Explore the feasibility of a professional development fund for board and members. 8. Complete a comprehensive review of earned income to develop strategies to increase earned revenue by 10%. 9. Increase sponsorship income by 10% spread over annual events, and explore possibility of custom memberships for sponsoring partners.

FY2018

10. Develop an annual appeal to increase contributed revenue by an 10%. 11. Provide and promote discounts for Museum Council members for admission and professional development programs.

PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

GOAL 5: BOARD & GOVERNANCE Create a more comprehensive governance structure and administrative policies that promote organizational health. Museum Council is administered by its volunteer board and committee members and relies on their expertise and commitment. By creating clear expectations and a professional structure, Museum Council will ensure continued involvement, growth, and successful transition.

FY2016

1. Update bylaws and educate board members to inform policies. 2. Develop a set schedule for committee members to attend board meetings. 3. Begin using online portal such as Google Drive for all Museum Council materials. 4. Determine official aspects of Museum Council, such as phone and mailing address. 5. Create structure for merger with Emerging Museum Professionals.

FY2017

5. Develop a pipeline for successful transition of the board, and make recruitment process transparent for members. 6. Create detailed job descriptions for each board member role and clear expectations for committee members. 7. Create uniform template for committee reports .

FY2018

8. Create detailed job descriptions for each board member role and clear expectations for committee members. 9. Expand committee participation so that capacity equals workload. 10. Increase timeline and budget for annual meeting planning to attract high-quality speakers.

PHILADELPHIAMUSEUMCOUNCIL.ORG STRATEGIC PLAN

BOARD & COMMITTEE MEMBERS Board Members Nicole Krom, President Assistant Membership Manager Longwood Gardens Erin Chambers, Vice President for Membership Manager of Annual Giving Programs Philadelphia Museum of Art Saralyn Rosenfield, Vice President of Programming Assistant Director of Education Delaware Art Museum Jamie Hughes, Treasurer Assistant Director of Development Fleisher Art Memorial Thomas Stanley, Marketing Chair Public Relations/Social Media Coordinator Penn Museum Allison Krisch, Recording Secretary Manager of Science and Community Programs The Academy of Natural Sciences of Drexel University Eileen Magee Assistant Director The Athenaeum of Philadelphia John Orr Executive Director Art-Reach Membership Committee Ashley Stahl Leadership Annual Giving Associate Philadelphia Museum of Art Cynthia Helmstetter Visitor Services Assistant Manager The Barnes Foundation Dana Looker Assistant Director of Annual Giving Ursinus College Lucy Mason Major Gifts Assistant Philadelphia Museum of Art Chelsea Melvin Development Coordinator Morris Arboretum of the University of Pennsylvania

Ellen Owens Merle-Smith Director of Learning Programs Penn Museum Laurie Rothenberg Young Friends & Members Programs Coordinator Philadelphia Museum of Art Emily Urban Major Gifts Assistant Philadelphia Museum of Art Programming Committee Daniela Bono Allison Boyle Events Manager Philadelphia’s Magic Gardens Katharyn Coleman Allison Krisch Manager of Science and Community Programs The Academy of Natural Sciences of Drexel University Brian Krisch Senior Museum Programs Demonstrator National Constitution Center Timshel Purdum Director of Education and Lifelong Learning The Academy of Natural Sciences of Drexel University Marketing Committee Tiffany Allen Program Coordinator The Barnes Foundation Anne Harrison Kelly Murphy Senior Manager of Communications & Special Events Philadelphia History Museum at the Atwater Kent James Neal Director of Facility & Operations Smith Playground Lee Roueche Digital Media Developer Penn Museum Elizabeth Russell Exhibit Design Consultant BlueCadet