Increasing Visitors and Donations in the Shadow of the Great New York Museums — Newark Museum Case Study

Increasing Visitors and Donations in the Shadow of the Great New York Museums -- Newark Museum Case StudyBack in the fall of 2003, when Mark Albin, Newark Museum deputy director of marketing and public relations, started his new job, he faced what seemed like an overwhelming challenge.

Museum visitors were few and far between to this incredible art and science resource with a planetarium, a restored 19th-century mansion, representative works of American art, historical galleries and much more. But low visitation wasn’t the only issue. The low number of visitors capped funding (many funders gauge gifts on visitation, among other factors; and most major donors evolve from the visitor base) and, ultimately, the Museum’s impact.

Today, visitors are at an all-time high. Read the complete case study to learn how Albin harnessed  straighforward, moderately-priced audience research to get a better understanding of the problems and how to solve them.

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Nancy Schwartz on November 14, 2007 in Audience Research, Branding and Messages, Case Studies, Nonprofit Communications | 1 comment
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  • I’m so happy that the Newark Museum finally got the recognition it deserves. It’s amazing what research can do. Knowing your audience (or your potential audience) can really boost the effectiveness of any campaign. And it’s ironic that most of the locals who have been to NJPAC didn’t even know where the museum stood (when it was only a few blocks away)!

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