Magnetic ─ The Art and Science of Engagement

In this in-depth study of what makes a museum an organization successful, 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.

Anne Bergeron is associate director of external affairs at the Dallas Museum of Art. Beth Tuttle is president and chief executive officer of the Cultural Data Project.