History organizations choose the impact they want to make. Sometimes the choice is intentional and brought in by a visionary leader or strategic plan, but it can also come about through organizational confidence and maturity. These transitions can occur quickly or over many years, and unlike puberty, there’s no guarantee that an organization won’t return to its previous condition. In my work with dozens of history organizations over the past thirty years, I’ve witnessed three typical turning points that resulted in extraordinary activities and programs. The first turning point–doing history with passion–was discussed last week.
The second turning point occurs when history organizations become more meaningful and relevant to their audiences. Good writers always have the reader in mind and are continually asking, “will they turn the page?” History organizations can ask similar questions such as, will they return? Will they recommend us to their friends? Will they be convinced to support your organization? That means understanding your visitors, a knowledge that continually changes because visitors are continually changing.
Recording attendance is a good place to start, but that information often lacks sufficient detail to inform decisions. It’s like a restaurant noticing that sales are down, but not knowing Continue reading →