Paper $34.95 ISBN: 9781933253831 Published May 2013


The Art and Science of Engagement

Anne Bergeron and Beth Tuttle

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Anne Bergeron and Beth Tuttle

Distributed for American Alliance of Museums Press

224 pages | 20 color plates | 6 1/2 x 9 | © 2013
Paper $34.95 ISBN: 9781933253831 Published May 2013
In this in-depth study of what makes a museum a successful organization, Anne Bergeron and Beth Tuttle look at so-called “magnetic” organizations, namely ones that combine a powerful internal alignment with a compelling vision so that they are able to attract critical resources, such as talented and committed employees, loyal audiences, engaged donors, powerful goodwill from the community at large, and the financial capital required to sustain programmatic excellence and growth. Magnetic: The Art and Science of Engagement analyzes six American museums: Children’s Museum in Pittsburgh; Chrysler Museum of Art in Norfolk, Virginia; Conner Prairie Interactive History Park in Indiana; The Franklin Institute in Philadelphia; Natural Science Center of Greensboro in North Carolina; and Philbrook Museum of Art in Tulsa, Oklahoma.  Each of these has embraced a shift in ideology and set a new course that has enabled them to achieve a positive reputation and a fruitful engagement with the community. This philosophy of magnetism provides a model not only for museum administration but also for all types of organizations—from corporations to nonprofits—that wish to maximize their involvement with their customers and the wider public while strengthening their own organizational infrastructure.  
Robert H. Dedham | chairman and CEO, ClubCorp International
Magnetic is a must-do operating manual for achieving your institution’s passion, promise, and purpose.”
Introduction: In Search of Magnetic Museums

1. Magnetism and the Art of Engagement
2. Build Core Alignment: Philbrook Museum of Art: Aligning Through Vision and Values
3. Embrace 360 Engagement: Conner Prairie Interactive History Park: Putting Guests at the Center
4. Empower Others: Chrysler Museum of Art: Serve First. Lead Second.
5. Widen the Circle and Invite the Outside In: Children’s Museum Pittsburgh: The Power of ‘Yes’
6. Become Essential: Natural Science Center of Greensboro: Turning Outward to Meet Civic Needs
7. Build Trust through High Performance: The Franklin Institute: Righting the Ship
8. On Becoming Magnetic

Appendix A: Methodology
Appendix B: Stakeholder Interview List
Appendix C: Magnetic Museum Self-Assessment Tool
About the Authors
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