Museums, even though they are
> non-profits, need to develop a business plan & a strategic marketing plan.
> Museum staff need to have a background in business, marketing, fund
> raising, board development & economic development. (Whew!!)

But are there any museums that DON'T know this yet? This message has been
drummed into us for at least 20 years, at every conference and meeting, in
journals and newsletters, books and seminars. Perhaps newbies in Museum
Studies programs have been sheltered into thinking that they will really
deal with the great museological issues of our time, straight out of the
starting gate, but people with any experience in museum work know that it
has all become about the money.

And I think that's the challenge - to get the money, without the whole thing
being ABOUT the money. To remember the passion for the knowledge and the
aesthetics and the stuff and the people and to let that truly drive the
programming and planning for the Museum - in a dynamic, committed, and,
well....sexy, kind of way. To remember what got YOU going in the first
place. I've seen passionate and imaginative Museum directors and Board
members do miracles because they believed, and didn't let the marketing run
the mission. How to keep the spark alive, despite the constant grubbing for
bucks, that's what I see as the top challenge.

Carol Ely
Louisville

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