I have a love/hate relationship with these kinds of stories

So. . .  someone apparently called up The National Museum of the Royal Navy at Portsmouth Historic Dockyard and asked if the museum would like an old can of pudding

When the museum discovered it was a 111-year-old can of pudding distributed by Aggie Weston, a philanthropist later made a Dame of the British Empire, to sailors during the Boer War, it accepted the tin.

On the one hand, these kinds of stories can go a long way toward making clear that museums collect all kinds of things, as well as what might make an object valuable—in this case age and rarity.  It also could be an opportunity for a museum to articulate its own collections agenda, in case readers might have something that would enrich the breadth or depth of the museum’s collections.  (Hint: the collections plan shouldn’t be “Anything with Any Connection to [Name of State].” I’ve seen collections where that, indeed, seems to be the “plan.”)

On the other hand, I suspect some of my curator friends can now expect calls that begin with, “I have a can of Campbell’s soup from the Bicentennial. Do you want it? Also, a Wheaties box featuring Mary Lou Retton.”

(I suppose such artifacts would be a nice addition to the exhibit a curator and director recently schemed about having: “Crap From Donors Who Expect Us to Put It on Permanent Exhibit.”  Each label, of course, would prominently and graciously feature the object donor’s name.  It could be quite the cabinet of curiosities, no?)

What are your reactions to stories like these?  Do you appreciate the “buried treasure” aspect of them, or is your reaction more complicated?

Crafting an internship agreement

Whether you’re an intern or a mentor, it can be intimidating to start a new internship. It helps to clearly articulate internship expectations at the outset.

Every internship is different, but there are enough commonalities among museum internships that agreements between interns and institutions likely will include some basic ingredients.  Here are some things an institution might include in such a written agreement.

Emphasize that an internship is a special experience and a privilege.  Interns have access to spaces off-limits to the public, and they will have the opportunity to hear conversations and see art, artifacts, and documents to which they otherwise would not have access. Emphasize that in part because of this special access, the institution has high expectations for interns’ professionalism.

Explain clearly, in straightforward language rather than legalese, your department’s expectations of all staff.  These might include such policies as:

  • dress code (and then state clearly what this is: e.g. flat-soled, close-toed shoes in collections storage, business casual in the office)
  • policies for absences, expectations for punctuality, and adherence to project deadlines
  • collections rules (e.g. move objects with care and under supervision, always wear gloves, use only pencils)
  • demeanor while working on the exhibition floor or otherwise representing the museum
  • the extent to which what she sees and hears in the workplace is confidential or otherwise not for public disclosure

State the total number of hours the intern will work, as well as expected days and hours when the intern will be on site.

Explain the institution’s expectations of interns in particular. Do you expect each intern to keep a timesheet, log, or journal? Will you assign readings that you expect the intern to complete each week? Will he be fully responsible for one project, or for one part of a larger project? (Be specific, tailoring this section to each intern and listing the tasks you expect the intern to complete.) Will he need to create a portfolio or write a reflective essay at the end of the internship?

Explain what the intern can expect from her mentor and from the institution.  Will she receive near-constant supervision and highly structured assignments, or will she need to be self-directed? Will she receive special perks, such as invitations to events students would not normally get the attend? If so, is she expected to attend a certain number of these? Will she have opportunities to meet staff in other departments and learn about what they do? (Hint: she should.) Also state clearly what will happen to the work the intern completes. (For example, many an intern has been crushed to discover, after developing a small exhibit for a case, that the museum never bothered to put it up.)

Explain evaluation procedures. How, and how often, will the intern be formally and/or informally evaluated? Will she have an exit interview or another way of evaluating her internship experience?

Encourage the intern to raise any issues directly with her supervisor—but state to whom he should turn if she feels the supervisor is not upholding his responsibilities as a mentor. (So, for example, should the student approach the professor who may be responsible for awarding academic credit for the internship, and have that professor contact the museum? Or should the student go “up the ladder” to his mentor’s supervisor, or approach someone in another department?) Emphasize that the internship is an intellectual endeavor that will allow the intern to develop both new knowledge and skills, and that the intern should feel free to address any concerns with his supervisor if he feels he is being asked to do a lot of work better done by custodial staff or temporary labor (e.g. filing, cleaning, moving heavy objects).

What are your tips for making clear the rights and responsibilities of interns and institutions?

On museum internships

A few months back, in my role as an assistant professor of public history, I took over the coordination of the internship program for my academic department.  I’m learning very quickly why it merits a course release or two; the job calls on me to play matchmaker between internship supervisors and interns, check in with all parties occasionally, request reports from the students, and, in consultation with supervisors, assign grades at the end of the semester.

While I don’t think it’s particularly helpful in building my tenure case, it is worthwhile and important work, for three primary reasons: internships increase the skills and cultural savvy of emerging museum professionals, facilitate collaboration across institutions and organizations, and democratize knowledge.

Increasing the skills and cultural savvy of emerging professionals

Traditionally, both interns and mentors have recognized skills enhancement as the most obvious benefit of internships. Classroom learning only goes so far; to understand actual museum practice, one has to write an actual grant proposal, develop an exhibit under real resource constraints, coordinate the myriad details of family night programs, or stabilize crumbling ephemera.

Internships, however, offer additional benefits to the broader museum field.

Internships can dissuade as well as inspire. They can help to “weed out” students who might initially be enthusiastic about one aspect of museology (or the field more generally) but who really, for whatever reason, don’t have the interest in or aptitude for a particular kind of work. Both interns and mentors have frequently lauded this aspect of internships to me, as it can save both emerging professionals and institutions numerous headaches and heartaches.

When planned well by the hosting institutions, internships also can serve as an introduction to the culture of the field. The best interns remain aware of the conversations going on around them, and the most thoughtful institutions allow them to listen in on discussions that take place in conference rooms, hallways, and the exhibit floor. This entry into museum culture can be managed deliberately, but more likely it will be accomplished through osmosis, with the intern picking up on the major challenges facing the museum and the field, the relationship of visitor demographics to exhibition content and programming, the typical working environment of a museum, staff and administrative perspectives on donors and foundations, and the expectations the public has of nonprofit service.

Facilitating collaboration

Internships can allow busy staff to collaborate through a joint internship. The vast majority of interns require a good deal of instruction and supervision in the first weeks or months. Organizations can share this commitment of time and resources by co-mentoring an intern. So, for example, today I met with the director of a desperately understaffed historical museum complex, and I proposed working together on a grant-writing internship.  I’ve been wanting to dig into local museum collections, both for my own research and to put together an exhibit. A grant-writing intern could work with both me and the museum to research grant opportunities for local history research, exhibition development, and digital dissemination. Perhaps I’ll get some funding for a student assistant to help with a digital humanities project arising from the research, and the museum could get funds for artifact conservation. The grant-writing intern will hone her research skills, learn about humanities funding, and develop her writing in a new genre.

Think about all the variations in which one mentor could take the lead on content knowledge and the other on skill development! Here are some possibilities:

  • University, archives, and museum: Under partial supervision from a professor, a graduate student could undertake archival research on the Chinese experience in late nineteenth-century California, then learn about artifact conservation by working with a museum’s collection of Chinese domestic artifacts from that era and place.
  • Archives and museum: Two interns work on the same project, one at the archives and one at the museum, with the goal of producing a vitrine-sized exhibit showcasing some aspect of the Chinese experience in California.
  • Museum and graphic design agency: An intern receives supervision in part from the curator who has just finished writing the first draft of the labels for an exhibition of the Chinese experience in California. The curator pulls from the collection ephemera that exemplify the aesthetic of 1890s San Francisco. The intern works with the agency’s art director to capture this aesthetic while designing posters, a brochure, and a digital or print exhibition catalog.

Joint internships may allow for surprising discoveries. If not planned carefully, a joint internship could become contentious, with the intern confusing conflicting policies and practices between the two organizations. However, if the mentors articulate expectations at the outset, each organization could learn much from the other. If we approach the internship with the idea that museums can be think tanks, and we give an exceptional intern sufficient space for intellectual reflection and discussion with mentors and others in the organization, there are countless opportunities for new syntheses of philosophy and practice.

For example, imagine a collaboration between a history museum and a science center.  Many smaller history museums have not yet integrated hands-on or participatory activities into their exhibits, often because they cannot allow visitors to handle artifacts and their exhibition budgets can’t support the production of replicas. (And even then, replicas might not be particularly interactive.) At the same time, many visitors have come to expect interactive elements in museums, particularly if they have brought children to the museum. The intern might be asked to answer the question, “How can our history museum’s next exhibition integrate meaningful, interactive and participatory elements that conform to current best practices in informal learning?” Perhaps the city or a neighboring town has a science center or children’s museum that boasts an exhibit developer or education specialist who has become an expert at crafting ingenius interactives on a small budget. The science center could provide the intern with background on the pedagogy of third-generation science centers, which the intern could then use to inform an exhibit showcasing the museum’s collection of medical technologies and tools. The science center could later borrow some of the museum’s historic tools to provide some historical context to its own exhibit on the human body.

Democratizing knowledge through internships

I have written elsewhere how one of my core beliefs is that knowledge should be democratized—that is, it ought to be accessible to, and usable by, a broad public audience. Internships can play a major role in the democratization of knowledge by and through an institution. Let’s look at how this process works for both interns and institutions.

Internship programs can provide training that is unavailable in formal educational settings. This is particularly true if your interns live in a region, like mine, where there aren’t many museum studies programs. According to the Smithsonian’s Museum Studies Training Directory, Idaho, Montana, and Wyoming are completely devoid of such programs; Nevada offers one undergrad minor in museum studies; and Utah has one certificate in museum practice. My own institution offers a Master’s of Applied Historical Research, but it’s definitely more public history than museum studies. If a student geographically bound to Idaho by family or work is interested in curatorial practice, and especially artifact conservation, she’s going to have a difficult time finding hands-on training. The Bureau of Labor Statistics points out that

There are only a few graduate programs in museum conservation techniques in the United States. Competition for entry to these programs is keen; to qualify, a student must have a background in chemistry, archaeology or studio art, and art history, as well as work experience. For some programs, knowledge of a foreign language also is helpful.

As far as I know, there is only one curator in the largest metropolitan area in my state—and possibly in the entire state—with up-to-date skills in conserving historical artifacts; she learned on the job in part from someone who has now retired, and in part through reading widely and asking questions of far-flung colleagues. She bolstered her skills with an online certificate program from an East Coast university. Fortunately for me and our students, she is a generous soul. Her knowledge, and her willingness to mentor interns, makes it possible for interns moored to Idaho to learn crucial curatorial skills.

Internship programs can give museums even greater insight into their communities. Let’s face it: no matter how much a museum engages with its community, there’s always some demographic that has not yet reached audience saturation—or perhaps it lacks any representation within the museum’s exhibitions and programs at all.  Accordingly, when we’re talking about democratizing knowledge about museums, as well as about the knowledge contained within museums, intern diversity becomes particularly beneficial. In my own community of Boise, this might mean looking beyond the typical interns—largely white, middle- and upper-working-class class students—to, say, the community of refugees, as the city is a refugee resettlement site. Think:

  • How might starting a high school intern or Explainer-style program that enthusiastically encourages the participation of refugees from, say, Bhutan, Iraq, Burundi, and Somalia enrich the museum’s understanding of its constituent communities?
  • How might these young people benefit from connecting with a longstanding community institution that showcases local art, history, and culture?
  • How might these students be a bridge to communities that are otherwise difficult for museums to reach?
  • How might they facilitate the museum’s acquisition of artifacts and media that document the lifeways of Idaho’s newest residents?
  • How might they help the museum translate its exhibition content into additional languages?
  • How might their communities benefit from the intercultural civic discourse that museums have become so good at facilitating over the past decade?

Internship programs can push mentors to learn new skills alongside their interns. Encouraging an intern to read in depth about the latest developments in one aspect of the field, and then discussing the intern’s findings, can expand mentors’ own understanding. Interns can help mentors build not only their knowledge, but their skills. Assigning a largely self-directed intern to create an online exhibition using Omeka; to make an argument for and sketch of the organization of a new visitor-tracking database; or to program a browser-based mobile app can be an opportunity for supervisors to stretch their own technological comfort zone.

And you?

What innovative or interesting internships have you observed or participated in? What made them work well?

 

Want help with your intern program or professional development plans? I can help.

Engaging in difficult dialogues

I’m attending the National Council on Public History conference in Pensacola.  Today was packed with interesting conversations.  I started the morning by attending a panel on civil dialogue in public history practice with Marla Miller of the University of Massachusetts, Amherst; Meghan Gelardi Holmes of Rutgers; and Lokki Chan of the Lower East Side Tenement Museum.

I’m not going to write about the 1.5 hours of presentations and conversation, but rather share a few of the things that stuck with me.

Developing Public History Students

First, Miller shared a list of four traits she said the faculty at the U. Mass Amherst try to cultivate in their public history students:

  • tact
  • diplomacy
  • patience
  • humility

It wasn’t clear to me if these are the top four traits they try to cultivate, or just those that relate to civility.

Regardless, it made me consider what might be the top four traits I try to cultivate in my public history students.  Here’s my first stab at that list:

  • resourcefulness
  • creativity
  • empathy
  • thoughtfulness

Students here are incredibly polite, so I suppose I’m less interested in Miller’s list (which many of the students here have mastered) than I am in dynamic engagement and thoughtful provocation.

What traits are you trying to cultivate in your students, interns, or staff, and why?

Past and Present, Stories, Engagement

Chan said that the among the goals of the Lower East Side Tenement Museum’s program that combines a tour with an hour-long discussion are

  • deromanticizing the past and complicating the present
  • highlighting the power of individual stories to inspire civic engagement
  • emphasizing that, in the words of Rev. Wilson Goode, “Every solution starts with a conversation.  It requires a willingness to talk and to listen.”

Drawing on Lois Silverman’s work on museum experiences as therapy, the presenters underscored that what docents wish to emphasize might not be what visitors take away from the tour.  If a docent in a house museum, for example, mentions that a woman miscarried, there’s no way of knowing that a visitor isn’t going through a similar loss.

Triggers abound.  Remember to be compassionate, to observe, and to listen.

A good deal of the conversation following the panelists’ presentations centered around getting the “Fox News demographic” to share authentically with the “NPR demographic,” and vice versa.  Especially in a place as loaded with history and politics as a tenement that was home to generations of immigrants, it’s important to establish an atmosphere where it’s possible for people to ask difficult questions and remain open to answers that might make them uncomfortable.

In My Classroom

On Monday, my public history grad students were treated to a presentation by one of their own, a student who served three terms in the state legislature.  He termed himself a “progressive Republican.”

I had to smile at such a rare description. In this state, politics are so far to the right that one commenter on a newspaper website recently pointed out that in any other state he’d be an extremist, reactionary, right-wing Republican, but in this state, he’s a conservative Democrat.

Anyway, this student talked about how, a few years back, he tried to introduce a bill to require state and county agencies to engage with the state historical society when they were talking about demolishing or altering buildings older than 50 years.

Apparently the bill prompted at least one legislator to point out that his outhouse was more than 50 years old–and he still used it.

We read over the proposed bill, discussed my student’s reasons for introducing it–and then had a very interesting conversation about working “across the aisle” when the aisle is more of a giant fissure.

Specifically, I asked my students what kind of rhetoric they might adopt if they were going to pitch a similar bill to today’s even more conservative state legislature.

The students came up with many examples, including substituting “Idaho’s heritage” for “Idaho history.”  I thought that was pretty savvy, as many of the legislators come from rural districts and either are ranchers  or have been at one time, and phrases like “Idaho’s agricultural heritage” or even “Idaho’s mining heritage” probably sound pretty good to them.

The former legislator also talked about the sexism of the House floor, and how many of the older male representatives expressed offense at women who dressed in a way that showed what they believed to be too much skin or–God forbid–cleavage.  Class ended before we had the chance to delve into the issue of whether my young women public historians ought to dress modestly to meet the expectations of the power brokers, or if they should dress in ways that made sense to themselves.  I’m sure that would have been an interesting conversation.

I pointed out that being able to not only see an issue from another perspective but to speak the language of that perspective was very powerful indeed, and that it was a skill humanists seeking funding from penny-pinching legislators would do well to develop.  How can we teach students to empathize, and to voice their ideas in ways that appeal to people who would not normally find them appealing–all while remaining authentic to their core selves so that they don’t feel slimy?  (Of course, this idea applies not only to humanities appeals to conservative legislators, but also to any context where there are two or more groups of people who tend to talk past one another rather than with each other.)

Between education and curation

(cross-posted from The Clutter Museum)

There’s been a ton of talk over the past year about how participating in social media—whether through blogging, social bookmarking, Twitter, Flickr, or whatever—can be a form of curatorial practice.

And I totally get the appeal of that particular metaphor. In fact, I understand that some people mean to use it in a very literal way, in the sense that they see themselves as imposing a welcome order or useful narrative on a very unwieldy collection of internet artifacts. I’ve seen some people I think are absolutely brilliant using the term this way.

Those who know me well know I don’t roll out my Ph.D. lightly. But as an (OK, adjunct) professor of museum studies and soon-to-be assistant professor of public history, I have to call bullshit on this one. As a lover of metaphor and as a poet who embraces all the possibilities of metaphor, I completely expect commenters to tell me to loosen up in this case. In fact, I suspect I’ll come across as a snob. But really, this distinction—what is curating, what very much isn’t—matters tremendously.

Educators with some facility in social media have become particularly fond of the term. But education isn’t curating. Curating isn’t education. In fact, in many museums, curators and educators are, alas, at odds with one another. Traditionally, curators have developed a depth of expertise in a content area over years of study, while educators tend—and yes, I know I’m generalizing here—to be younger folks with less education and experience. Education positions have a ton of turnover, a ton of burnout; curatorial positions come with more prestige and a sense of ownership of a position, sort of like tenure. Curators have at least a master’s degree and frequently a Ph.D. Educators have undergraduate degrees and increasingly, in this era of incredible competition for jobs, master’s degrees.

I don’t mean to imply that curators are above the fray, that they hold themselves at arm’s length from education. But their function is different. Curation is not a process of choosing the best resources to help other people learn. It’s much, much more, and to suggest that social bookmarking, sharing links via Twitter, or using an internet platform’s algorithm to help you determine which songs belong on your internet radio station is curation is ridiculous. Differentiating among things you like and dislike, or resources that you think are good or bad, and then sharing those opinions with people as a collection of internet or educational resources, is not curation.

When people talk about “curating” via social media, they’re really talking about filtering, and curators do so much more than filter. You can’t, I’m afraid to inform Robert Scoble, just “click to curate.” In fact, the absence of talented curators makes a given educational context degenerate, in newcurator’s most excellent formulation, to reality television.

Educators also do more than filter. They translate the curator’s research and expertise into small bites digestible by the general public or schoolchildren. This is a talent unto itself, and—as a former museum educator and exhibition developer—it’s not easy to develop because informal education diverges so spectacularly from what we’re all taught is supposed to happen in formal educational settings.

The conflation of a combination of sharing, digital resource connoisseurship, and online teaching and learning with a form of curation not only devalues the actual practice of curation—and by extension the time, effort, and passion it takes to develop sufficient expertise to become a curator—but also obscures the skills we hone as we navigate sharing on the social web.

We need a new term for folks who are developing (or who have already developed) the depth of expertise that marks curatorial work, but who also practice the distinctive forms of teaching and learning engendered by the social web. It’s not exactly edupunk, and it’s not museopunk.

In my mind, the people—and particularly academics—who occupy this space practice Keats’s “negative capability”: they are “capable of being in uncertainties, Mysteries, doubts without any irritable reaching after fact & reason.” By this I mean they get the tension—apparent to anyone who has planned a college course or an exhibition—between helping students or visitors develop content expertise and giving them opportunities to think critically and creatively. Doing both of these things simultaneously—cultivating expertise and promoting real intellectual development and discernment—is incredibly difficult to do from a lectern. The social web, like a provocatively interactive museum exhibition, offers new possibilities for this kind of participation in, and service to, the world.

California Academy of Sciences botanical curator Alice Eastwood standing on the scarp of the San Andreas Fault, 1906. Eastwood was both a curator and an educator.

What we call that exciting—and dare I say disruptive?— role is open to discussion and debate. Kindly leave your witty neologisms in the comments.

Update: Just saw this article on the new curators in the New York Times, which in some ways undermines my argument and in other ways reinforces that curating is its own special skill set. An excerpt:

It is also a group plugged in to all areas of museum life. They don’t simply organize exhibitions, they also have a hand in fund-raising and public relations, catalog production and installation. “The old-fashioned notion of a curator was that of a connoisseur who made discoveries and attributions,” said Scott Rothkopf, 33, who is the latest full-time curator to join the Whitney Museum of American Art’s team. “A lot of that work has already been done. The younger generation is trained to think differently, to think more about ideas.”

What’s your museum’s “cello side”?

A decade ago, between stints in grad school, I worked in marketing for the Long Beach Symphony Association.  It was an exciting year; the orchestra was seeking a new conductor, and in the organization used the transition as an excuse to revisit its subscription packages.  Previously, the house pricing map looked similar to this one of the Detroit Symphony Orchestra Hall–that is, the price tiers were based on horizontal bands of seats, with less expensive seats at a greater distance from the stage:

DetroitIn consultation with some arts marketing gurus—and I’m afraid the name of the firm is escaping me right now, so please comment if you know the name of the consultants who helped redraw the floor map—the Symphony completely changed its subscription price points.  Some people’s annual subscription prices increased dramatically, while others’ plummeted by hundreds of dollars.  The map looks kind of crazy at first glance:

LBclassicsSome of those Level 4 seats are pretty prime.  Imagine being in row 6 or 7, at the inner edge of the green area.  Yet those are the cheapest seats in the house–currently only $79 for a season subscription to six classical music concerts.  (And yeah, you can bet my parents now have a couple of those seats.)

Take a look at the season subscription prices for 2009-2010:

P (center front loge): $344
1 (most of the floor): $339
2 (balcony, and portion of the edge of the floor at stage right): $264
3 (edge and rear of loge, most of rear of floor): $175
4 (first few rows, plus a portion of the edge of the floor at stage left): $79

Let’s reexamine that floor map.  I don’t think I’m about to give away any proprietary secrets here, as this is a published floor map, and anyone who has attended acoustic music performances in a concert hall will know where the preferred seats are, which ones tend to sit empty, and where the priciest seats usually are.  But the map definitely provides some food for thought, and it calls for a close reading.

celloside

Pricing the balcony higher than many seats on the floor and the loge is an interesting strategy from a marketing and public relations perspective.  From this viewpoint, people sitting in the balcony aren’t doing anyone any good.  They’re removed from interaction with the people the box office manager would want them to talk to–those who can talk up the benefits of floor or loge seats.  And they serve no purpose when it comes to concert reviews; you want the front of the house, and if possible the entire floor and front of the loge, packed with people so that the reviewer gets the sense that the Symphony has die-hard fans who won’t miss a single concert.  If you’re reserving a few seats in pricing section 1 for music critics, you want them to see people enjoying the concert–hence the incentive (lower prices) for people to purchase subscriptions in the first couple of rows.

The cello-side and front-row demographic—the level 4 subscribers—is a potentially interesting one.  I don’t have access to the latest demographics from the Symphony, but you can imagine who might be clamoring for those seats: retirees with a limited income, students, frugal types, former or amateur cellists, and newcomers to the symphony experience who might not understand that the cello side is considered, well, more uncouth and less desirable than violin-side seats.*  They’re not the symphony’s core demographic–those folks buy seats in areas 1 and P–but they have the potential, particularly if they’re young, to rejuvenate a symphony audience whose average age is increasing.

I can definitely imagine a scenario where those who sat in the front couple of rows for a season or two decided to upgrade so that they could have a less obstructed view.  Or cello-side folks who want to move to the violin side or the center floor.

How does this apply to museums?  Think about the things for which you charge:

  • General admission
  • Admission to special exhibits
  • Individual or family membership
  • Enrichment activities for children or families
  • Behind-the-scenes tours
  • Lectures
  • Museum-sponsored field trips
  • Other special events
  • mp3 player rentals for audio tours
  • Food in the café
  • Items in the museum store

Which of these things are most likely to bring in the door people in the demographics that you’d like to turn into regular visitors and lifelong fans?  Which of these products and services–alone or in bundles–might you offer to a limited number of patrons who are particularly attractive to your marketing department?  What, in short, is your cello-side offering?  What might you offer, and at how low a price point, to bring in those who wouldn’t otherwise participate in your events?  I’m not talking about student discounts to bring in young people.  I’m talking about some kind of crazy, coveted, and perhaps quasi-secret discount (secret because it’s marketed only to select segments).

Is your art museum near a large research university, but you’re finding that scientists aren’t coming to the museum in the same numbers as the humanists?  Put together an special evening tour with a wine and hors d’oeuvres reception plus membership package for members of the local university’s Association for Women in Science.  Offer childcare at the event so harried scientist-mothers will find it even more appealing.

Want more middle-class African American families to visit regularly on weekends?  Offer a special event package and family membership to members of an AME church.  Do your research and target this specific church’s interests.  For example, are the parishioners interested in hands-on exhibits about health for their kids? Art installations about green living, with DIY gardening tips? Dialogues about increasing the number of grocery stores in neighboring communities?

Want to attract young, highly educated professionals with the potential of large future income (and donations and board of trustees service)?  Offer a special “thank you for serving our community” offer or event to medical students and young doctors doing their residencies in local hospitals.  Once you have them in the door, if you’re a science museum, you can try to recruit a few of them to participate in a Café Scientifique on health issues of interest to your community or ask for their help in writing questions for, or being auctioned off as a “lifeline” during a pub-quiz-style fundraiser.

Your cello-side people, in short, are those who might not normally make a habit of coming to your museum, but who are curious and need a little nudge in the form of an interesting offer that represents a significant discount over the price paid by your actual core demographic.  Bring these folks in the door with an interesting–and exclusive–experience, and then lead them to higher levels of involvement, participation, and donation.

*No offense to cellists.  Personally, I prefer cello side! :)