Making Community Engagement Work: Fresh Ideas for Museums

Community engagement is essential to modern museum work—but let’s face it, it’s not always easy. Building authentic, long-term relationships with your community takes time, effort, and a willingness to rethink how your museum operates. Two recent studies in Curator: The Museum Journal offer practical tips and ideas to help you navigate the challenges and make a bigger impact.

Let the Community Lead

In “Unpacking the Complexities, Challenges, and Nuances of Museum Community Engagement Practitioners’ Narratives on Knowledge Production in Scotland” (Wallen et al., 2024) researchers explore how museums and communities can collaborate to co-create knowledge. The big takeaway? Museums need to value the lived experiences of their community partners as much as their own expertise. Smaller museums seem to do this best because their tight-knit teams often integrate community engagement into everything they do.

But it’s not always smooth sailing. Unequal power dynamics, emotional labor, and balancing community needs with organizational goals can make this work tricky. To address these challenges, the study suggests:

  • Making equity a priority from the start of any project.
  • Seeing relationship-building as an ongoing effort, not a one-time event.
  • Sharing decision-making power to let community voices shape museum projects.

This approach isn’t just about being inclusive—it can transform your museum into a space for authentic, diverse narratives.

Continue reading →

AI in Action: Enhancing Museum Programs with Audience-Driven Insights

In museums and historic sites, whether you’re designing school programs, workshops, docent training, or exhibitions, understanding the needs and interests of your audience is key to success. But how do you efficiently analyze diverse feedback and connect it to your goals? Recently, I experimented with a creative process that combined audience input and AI to revise the learning objectives for my graduate course, Creating Sustainable Museums. The results not only improved the course but also offered insights into how AI can be used to enhance museum work.  

This approach was inspired by research conducted by Conny Graft at Colonial Williamsburg decades ago, which revealed that the goals of museum educators for school field trips often didn’t align with those of teachers. When those misalignments went unaddressed, they could lead to disappointment for both parties. Graft’s work emphasized the importance of finding common ground between institutional goals and participant expectations—a principle that remains essential in museum work today.

Start with Your Audience’s Goals

My course revision process began with a pre-course online survey, asking students to share what they hoped to know, feel, and do by the end of the semester. Using GPT, I quickly synthesized and categorized their responses to reveal predominant interests in financial, social, and environmental sustainability, as well as a strong desire to gain practical, job-ready skills. This step is akin to understanding your audience in a museum setting: what do your participants want to know, feel, or do? Are they looking for historical context, practical skills, or a new way to connect with the past?

Continue reading →

Exploring Sustainability in Museums: A New Graduate Course at GWU

This spring, I’m excited to launch a new graduate course at George Washington University, Creating Sustainable Museums. Designed for those new to the topic, the course combines theory with practice to explore how museums can address sustainability through financial stability, social equity and access, and environmental responsibility.

At the heart of the course are three core texts that introduce students to sustainability’s principles, history, and practical applications. We begin with Jeremy Caradonna’s Sustainability: A History, a compelling exploration of sustainability’s roots in the 18th-century deforestation crises and the consumer revolution. Caradonna introduces key figures like John Muir and Gifford Pinchot and influential movements such as the Club of Rome. He also explains foundational terms like lifecycle analysis, greenwashing, carbon footprints, and B Corporations. By tracing sustainability’s evolution, the book helps students understand that this is not just a modern buzzword but a framework deeply embedded in our history and practices (although it becomes very dense in the second half of the 20th century).

Continue reading →

Innovative Financial Strategies for Museums: Insights from Recent Research

Museums are feeling the pinch as public funding declines and operational costs grow. But don’t worry—there are creative ways to boost your financial health without losing sight of your mission. Two recent studies offer fresh ideas to help museums thrive while connecting more deeply with their audiences.

Make the Most of What You Offer
The first study, “Value Capture for Nonprofits: The Case of Museums’ New Business Models” (Thomas & Tobelem, 2024), urges museums to think more like entrepreneurs. Museums create tremendous value through exhibitions, programs, and digital content—but often struggle to turn that value into income. The solution? Find ways to align financial opportunities with what you already do best.

For instance, you could:

  • Introduce tiered pricing for digital experiences, like charging for premium virtual tours.
  • Partner with local businesses to create themed events that support your mission.
  • Offer exclusive experiences, like behind-the-scenes access, for a fee.

These strategies not only bring in revenue but also allow museums to stay true to their values. The takeaway: look at what you already offer and think creatively about how to monetize it in a way that feels authentic.

Continue reading →

Engaging Visitors with Weenies and MacGuffins

Historic sites and house museums have long relied on storytelling and visual appeal to captivate their audiences. Drawing inspiration from Walt Disney’s “weenie” and Alfred Hitchcock’s “MacGuffin” offers creative ways to enhance visitor experiences.

Disney’s “weenie” is a visual lure—a grand staircase, a striking artifact, or a distinctive monument such as Cinderella’s Castle—that draws attention and guides visitors through a space. It can be something small as well. At Drayton Hall, for instance, the guide uses a rice spoon (a large silver serving spoon historically linked to the region) as a pointer throughout the tour. The spoon is a weenie, pulling visitors into a closer examination of the house’s architecture and at the end of the tour, becomes a premium for visitors who become members that day.

Hitchcock’s “MacGuffin,” on the other hand, drives the narrative. It’s the letter that unlocks the secrets of a family’s past or the seemingly mundane object that sparks a larger story. I’ve seen several house museums use a historic newspaper to connect news, people, places, and advertising to provide an intriguing narrative. The best MacGuffins motivate visitors to explore, ask questions, and connect emotionally—a technique I’ve seen done incredibly well by experienced educators at art and natural history museums.

Combining these concepts creates a dynamic experience. Imagine a grand portrait (weenie) in a historic home that invites visitors to admire it, while the tour reveals it’s tied to a thrilling event (MacGuffin) that shaped the community’s history.

By strategically incorporating weenies and MacGuffins, historic sites can guide visitors visually while immersing them in compelling narratives, making their visit both engaging and memorable. How might you use these techniques at your site?

Wrapping Up 2024 and Looking Ahead

As 2024 comes to a close, it’s time to reflect on what turned out to be a busy and productive year. The highlight was completing Interpreting Christmas at History Museums and Historic Sites, co-edited with Ken Turino, which released in September. This project was a labor of love for the two dozen contributors, and it’s been gratifying to see it resonate with so many museum professionals.

Another major milestone was taking a sabbatical from George Washington University in the fall. During this time, I attended two intense and inspiring programs: the Newport Summer School, which focused on Victorian architecture and decorative arts, and the Royal Collection Studies course, which explored the management and interpretation of royal palaces and their collections. These experiences gave me fresh insights into interpretive strategies and leadership in historic sites that I look forward to integrating into my work and teaching. I can easily recommend these two professional development programs (and a sabbatical)!

Continue reading →

Join Today’s Museum People Call on Interpreting Christmas at Museums!

Are you ready to explore how the holiday season can transform your museum? Today at 12 pm Central Time (1 pm Eastern), the Illinois Association of Museums is hosting its monthly “Museum People Call”, and this month’s topic is Christmas at Museums and Historic Sites!

I’ll be joined by Ken Turino, my co-editor of the new AASLH book series Interpreting Christmas at Museums and Historic Sites, to discuss how your organization can leverage the holiday season to its fullest potential.

We’ll cover key topics to help you:

  • Leverage the holiday season to attract visitors and engage your community.
  • Increase financial stability through creative programming, gift shop sales, and end-of-year giving campaigns.
  • Enhance cultural sensitivity and inclusivity, ensuring your holiday interpretation is meaningful and welcoming to diverse audiences.

Whether your site has a long history of holiday programming or you’re just starting to explore the possibilities, this session will offer practical tips and inspiring ideas to align holiday traditions with your mission.

🎄 Join Us on Zoom 🎄
Click here to join the meeting
Meeting ID: 861 3328 4346

Let’s come together to make the holiday season brighter, more inclusive, and impactful for your museum and its visitors. We look forward to seeing you there!

PS. On Wednesday, December 25, the Gilded Age and Progressive Era podcast will release an interview about the Interpreting Christmas book with me, Ken, and Lenora Henson, formerly director of the Theodore Roosevelt Inaugural Historic Site in Buffalo, New York.

Discovering Inspiration: Innovative Ideas from Texas Museums

Last week, Ken Turino and I conducted two “Reimagining House Museums” workshops in Mesquite (near Dallas) and Houston. These sessions sparked meaningful conversations about the future of house museums, but the inspiration didn’t stop there. We used our free time to visit several nearby museums, each offering unique approaches that left us thinking about how museums can better serve their audiences. Here are some standout ideas we discovered:

1. Personalizing Donor Recognition and Wayfinding at the Perot Museum of Science and Nature

The Perot Museum caught our attention with its donor wall, which didn’t just list names but included statements of intent from the donors. This added a personal touch, connecting visitors with the motivations behind the support. Another smart detail: wayfinding signage that directed visitors to “more cool exhibits.” This casual yet engaging language was both clear and inviting, proving that small touches can make a big impact.

Donor wall with statements of intent at the Perot Museum in Dallas.
Continue reading →

Sustainable Museums in Action: Key Takeaways from the NEMA Conference

This session on the sustainability initiatives at the Rhode Island School of Design Museum was among the first sessions at NEMA 2024.

Last week I attended the New England Museum Association 2024 Conference in Newport, Rhode Island. About 800 museum professionals attended over the three days of sessions, vendor displays, professional affiliation group meetings, and receptions. The weather was sunny and sixties, surprisingly warm for the first week of November. Without the crowds of summer, it made Newport much more pleasant.

The conference offered numerous sessions on sustainability, and I’m attending as many as possible in preparation for my upcoming course, “Creating Sustainable Museums,” at George Washington University this spring.

In the session “Climate Emergency and Sustainability Taskforce at RISD,” several staff members from the Rhode Island School of Design Museum shared insights on their in-house sustainability efforts. What began as informal conversations among a few staff members evolved into a formal task force that resulted in the “Take Care” exhibition. Staff from all areas of the museum—not only curators and educators—selected objects from the collection and created interpretive labels addressing sustainability themes. In addition to this curatorial approach, the museum implemented practical sustainable practices, including standardizing frame sizes, reusing exhibition cases, turning off cameras in virtual meetings, and eliminating admission stickers and vinyl lettering.

Continue reading →

Beyond the Mill: Clarke County Historical Association’s Model for Modern Historical Programming

The Burwell-Morgan Mill in Berryville, Virginia, which hosts the Art in the Mill shows in fall and spring.

On a recent road trip through the Shenandoah Valley, we passed through the small but charming village of Millwood (south of Berryville, Virginia). With its historic church, a corner gas station turned into a post office, a hip country store, and an 18th-century stone grist mill, it feels like you’ve stepped back into mid-century America. The mill, dating back to the 1780s, ceased operations in 1943, but thankfully the Clarke County Historical Association (CCHA) stepped in to preserve this important piece of local history. They restored and reopened the mill as a museum, offering milling demonstrations that continue to connect the community with its past—a business that, while no longer economically viable, resonates deeply with those of us who value local landmarks.

Fast forward 80 years, and the CCHA not only continues to produce flour at the mill but has expanded its offerings in creative and impactful ways for a county with 15,000 residents. Today, their mission—”to help preserve the historic resources and records of Clarke County and to foster their use, understanding, and enjoyment through stewardship and education”—may sound familiar, but their approach is anything but ordinary. Their programming stands out as a model for how historical societies can evolve, attract diverse audiences, and ensure long-term sustainability. Here’s a preview of some of the exciting events and initiatives they have planned for this fall:

Continue reading →