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With the generous support of The Wallace Foundation. In collaboration with the Public Relations and Marketing Committee (PRAM), Leadership and Management Network (LMN), Committee on Audience Research and Evaluation (CARE), Professional Networks of the American Alliance of Museums.

Three-Part Webinar Series

Aligning your Board, your Organization, and your Business Model around Audience Building

May 23, 24, 25, 2017
2-3:30 p.m. (Eastern)

Join us for this three-part webinar series, in which we will highlight key research from the Wallace Foundation, BoardSource, and PGAV Destinations, related to understanding and building cultural audiences: the role of your board, new business models for museums, and using audience and market research effectively. The series will examine three case study institutions–The Contemporary Jewish Museum, The San Diego Museum of Man, and the Greensboro Science Center, as we explore their varied approaches, challenges and successes in building audiences and strategically aligning their institutions. Museum colleagues representing AAM Professional Networks–Public Relations and Marketing Committee (PRAM), Leadership and Management Network (LMN), Committee on Audience Research and Evaluation (CARE), will provide perspective from the museum field.

  • May 23: Getting the Board on Board with Audiences
    In this webinar we explore the key roles of a museum’s board, including understanding and informing strategic decision making around audience building initiatives. How is museum leadership working to build a better board that recognizes audiences as part of their strategic, generative and fiduciary responsibilities? We will feature new research from BoardSource that identifies key aspects of the board’s roles.
  • May 24: Building Audiences and New Business Models for Museums
    In this webinar we explore new business models for museums, including aligning the organization around audience building. In what ways are museums are shifting their business models to be more responsive to their visitors? What is the financial impact of these shifts on the institution? The community? We will feature The Wallace Foundation Road to Results research that highlights institutions that are leading the way with this evolving business approach.
  • May 25: Museums and Shifting Cultural Demographics
    This webinar reflects our increased understanding of the importance of market research in the cultural sector, and how this influences decision-making and alignment up, down, and across the organization. Why is market research important to museums? Why should museum leaders pay attention to audience and visitor trends from outside the museum sector? We will feature PGAV Destinations’ Voice of the Visitor research as we examine who comes (or doesn’t come) to cultural attractions.

How Will I Benefit? 

By participating in this three-part series of webinars, attendees will be better able to: 
  • Identify the key roles of a museum’s board regarding audience building initiatives
  • Explore new business models around audience building
  • Identify audience and market research to influence decision-making and alignment

Who Should Attend 

Museum directors, board members, CFOs and other senior staff responsible for planning and resource allocation; development and external affairs staff; visitor services staff; audience research and evaluation staff; independent professionals and staff of consulting firms advising museums on organizational strategies.

Research Presenters

  • Jenifer Holland, director of consulting, BoardSource, Washington, DC
  • Robert Harlow, president, Bob Harlow Research & Consulting, New York, NY 
  • Diane Porthouse Lochner, vice president, PGAV Destinations, St. Louis, MO

Case Study Presenters 

  • Stacy Rackusin, director of development, The Contemporary Jewish Museum, San Francisco, CA
  • Fraidy Aber, director of education and public programs, The Contemporary Jewish Museum, San Francisco, CA
  • Micah D. Parzen, chief executive officer, San Diego Museum of Man
  • Glenn Dobrogosz, chief executive officer, Greensboro Science Center, Greensboro, NC

Special Guests and Moderator

  • Sarah Cohn, principal consultant and co-owner, Aurora Consulting, Minneapolis, MN (and chair, AAM Committee on Audience Research and Evaluation)
  • Tim Hallman, director of communications and business development, Asian Art Museum, San Francisco, CA (chair, AAM Public Relations and Marketing Professional Network)
  • Wyona Lynch-McWhite, vice president, Arts Consulting Group, Harvard, MA (chair, AAM Leadership and Management Network)
  • Maureen Robinson, senior museum consultant, The Museum Group, Bethesda, MD (co-founder of BoardSource, and author of Nonprofit Boards that Work: The End of One-Size-Fits-All Governance) 
  • Greg Stevens, assistant director, professional development, American Alliance of Museums, Arlington, VA


This program is free to all attendees, but online pre-registration is required. 

Register Now

Webinar Watch and Talk Events

The following institutions will be hosting webinar “watch and talk” events in conjunction with this program. If you are in or near one of these locations, we invite you to join colleagues for a no-cost learning and networking opportunity. Events consist of: 
  • 30 minutes of pre-webcast networking 
  • 90-minute live webcast 
  • 60 minutes of post-webcast facilitated discussion or activity.  
See details below for times, locations and RSVP information. Please note: there is no fee for attending a local event, but space at some locations is limited and RSVP is required. Attendees at local events will not have access to the program recording post-event. Parking fees and transportation are not included in local events.  

May 23 Only



Hennepin History Museum
12:30-3:30 p.m.
The Great Room
Contact Host for more information: Ari Giles

May 23 and 24 Only



Golden History Museum & Park
12:00 – 2:30 p.m. 
Contact Host for more information: Nathan Richie 

May 23, 24, and 25 (All three dates)



Tempe History Museum
(in collaboration with Museum Association of Arizona)
10:30am-1:30 pm
Board Room
Check in at the front desk; visit the museum - it's free!; since it is a lunchtime program, brown bag it! You are welcome to eat your lunch during the program
Contact Host for more information: Brenda Abney


San Diego

San Diego Chinese Historical Museum 
10:30 a.m. – 1:30 p.m.
Chuang Archive & Learning Center, 541 2nd Ave.
Light refreshments will be served, attendees encouraged to bring a sack lunch.
Contact Host for more information: Kathleen Dang or Tiffany Beres


Fort Lauderdale

Fort Lauderdale Historical Society
1:30 – 4:30 p.m.
Lucy Bryan Room - Main Museum
Attendees my tour the museum at no cost. Lemonade and snacks will be provided.
Contact Host for more information: Patricia Zeiler or Kamal Khan 



Vermillionville Museum
Conference Room
Check in with gift shop attendants
Contact Host for more information: Anne Mahoney



Herman Brown Free Library, 100 E Washington Street
(in collaboration with Burnet County Historical Commission)
Meeting room
Light refreshments will be served
Contact Host for more information: Samatha Melvin



Gallery One
10:30 a.m. – 1:30 p.m.
Contact Host for more information: Monica Miller


Northwest Museum of Arts & Culture
10:30 a.m. – 1:00 p.m.
Contact Host for more information: Brooke Wagner 

Cancellation Policy

Cancellation requests for Alliance professional development programs must be received in writing no later than one week prior to the event date to receive a full refund of registration fees. Refund requests will not be accepted after that date. The Alliance reserves the right to cancel any program at any time, for any reason. In the event of a program cancellation by the Alliance, attendees will receive a full refund of their registration fees. For face-to-face programs, the Alliance is not responsible for any travel or hotel expenses incurred as a result of your participation or cancellation of an event.

About the Wallace Foundation

Based in New York City, The Wallace Foundation is an independent national philanthropy dedicated to fostering improvements in learning and enrichment for disadvantaged children and the vitality of the arts for everyone. It seeks to catalyze broad impact by supporting the development, testing, and sharing of new solutions and effective practices. The Foundation maintains an online library about what it has learned, including knowledge from its current efforts aimed at: strengthening education leadership to improve student achievement, helping selected cities make good after school programs available to more children, expanding arts learning opportunities for children and teens, providing high-quality summer learning programs to disadvantaged children and enriching and expanding the school day in ways that benefit students, and helping arts organizations build their audiences.