Museum Assessment Program:Public Dimension Assessment

BC Museums Association Conference 2002

Rend Lake, IL

October 16-18, 2002

Today’s Objectives

To answer the questions:– What is AAM’s Public Dimension Assessment?– “What’s in it for my museum?” Why do it?– “How can my museum start the process?”

MAP Stats

MAP is 21 years old MAP has served over 3,800 museums MAP has done over 5,000 assessments 49% of museums in 2001 had budgets under

$250,000

MAP is: a process of

• Self-Study• Peer Review• Comparing museum operations to• standards and best practices• Implementing recommendations

Characteristics of MAP

• Collegial consultation• Not pass/fail • Tailored to meet the goals of each

participating museum

nnnBudget Size MAPed Museums 2000

Less then $50K20%

$50K-$99K14%

$100K-$249K22%

$250K-$499K16%

>1 M 15%

$500-$999k13%

Some Uses of MAPPreparation for institutional planningEvaluation of the museum by an incoming

directorPreparation for AAM AccreditationResponse to major changes in the museum:

expansion, move to a new building, loss of traditional income, desire to serve new audiences

Leverage support

MAP Assessments

Four Assessments are currently available:– Institutional Assessment – Collections Management Assessment– Public Dimension Assessment– Governance Assessment (New in 2001!)

Public Dimension Assessment

Reviews the entire operations of the museum and how they serve the museum’s audience; looks at the organization from the outside in, while focusing on the public’s perception of, experience with, and involvement with the museum

Public Dimension Assessment Results

- Understanding of the museum's image in the community

- Improved service to the museum's current audience

- Develop new markets or improving marketing- Increased community support for and

participation in public activities- Better communication and cooperation with and

between staff and board- Improved public programs

Elements of the MAP Process

ApplicationSelf-StudyPeer ReviewImplementation

Public Dimension Assessment

Readiness issues: Museum must have– Mission statement approved by the governing

authority– Previous experience with self-study process

(e.g. MAP, Accreditation, GOS application)– Institutional planning document approved by

governing authority

The Process

Find the Partners The Museum The Peer Reviewer The MAP Staff

Forming the Assessment Team

You form an Assessment Team - a group of people who all have a vested interest in the success of the museum– Paid Staff– Board members– Volunteers– Community members

Participant Quote

“We thank you for MAP…It forced us to look at ourselves as we see us; and to see ourselves as you saw us.” – Kathy Fisher, Director, Furnace Town Historic

Site

Self-Study Workbook

Questionnaire– helps you explore the operations of your

organization, and compare them to standards and best practices in the field

Activities– designed to produce a different kind of learning

than the Questionnaire. Enable you to assess your institution’s knowledge about its operations in action

Time Allocation

The Self-Study Workbook will take the majority of your time during the assessment process.

Over 57% of museums participating in Public Dimension Assessment report dedicating five months or more to complete the Workbook

Phase 3: Peer Review

MAP staff help match you with two Peer Reviewers (MAP Surveyors);

Surveyors make a site visit; Meet with the Assessment Team and other

staff and members of the governing authority Prepare an Assessment Report with

recommendations and resources

Phase 4: Implementation

Form an Implementation Team Review the self-study material and the

Assessment Report Integrate assessment results into your

planning for the next one to three years Set goals and measure progress

Revision of Public Dimension

In the fall of 2002, MAP staff, former MAP museums, peer reviewers, and members of the Museums & Community initiative at AAM will be working together to revise the Public Dimension Assessment Self-Study Workbook.

* Revision will incorporate findings from the Museums & Community Initiative

* New version will be available in 2003 (December 1, 2002 grant deadline)

MAP Availability: IMLS Can be funded by grants available from the

Institute of Museum and Library Services (IMLS.)

Grant deadline is December 1 Grants are non-competitive Museums must meet IMLS eligibility criteria

and satisfy MAP readiness issues There is a small museum cost share ($300-980)

MAP Availability: Once is not Enough New for previous

grant recipients: Museums can get IMLS funding to do a MAP assessment a second time

Applicants must:– have received their

previous award on or before September 1996

– report on what actions have been taken to implement planning based on the previous assessment

MAP Availability: Fee-for-Service

Museums may pay for MAP with non-IMLS funds

IMLS eligibility criteria do not apply MAP readiness issues do apply Museums may start the program at any time

Participant Quote

“The Sam Noble Oklahoma Museum of Natural History is a "poster-child" for the MAP. We took advantage of it and used the outcomes as steps on a ladder to success. MAP helped us redefine and reposition the museum...The cumulative findings and recommendations from these activities were essential in creating strategic, long-range plans and instrumental in the decision-making process for planning, designing, developing and building a new museum facility. I have 28 years of experience in the museum field, and I think that MAP is one of the best programs that exists anywhere.”

– Peter Tirrell, Associate Director, SNOMNH

www.aam-us.org

AAM’s Web site