Download - Lessons Learned by the USS Midway Museum

Heartfelt passion, mixed with heavy doses of reality

Scott McGaughMarketing Director

Live the Adventure, Honor the Legend 2

Sharing the Midway ExperienceUnique to San

DiegoUnique to

California12-Year

MarathonForthcoming

HNSA


The Olympia SituationExisting

organization?By a start-up?Regardless,

Tens of Millions of Dollars Are Needed

Against this backdrop…


In the News: Saving Battleship TexasNo longer

“seaworthy”$25 million to save it23 years since partial

repairs63 years after arrival6 years to complete275 visitors a day

Against backdrops like this, what did Midway learn in building public awareness and

support?Live the Adventure, Honor the Legend 5

Who Was Vital to Our MissionWhich decision makers?NAVSEA, USNThe public? Donors? We

kept the following in mind:Grandparents of teens:

can be born after WWII35-year-olds: born after

Vietnam20-year-olds: born after

Operation Desert Storm90% haven’t served45% have no family

veteran<1% currently serve


Where We Focused EffortsOur 20-60-20

philosophyUnderstanding our

communityWe focused on

staying focused, with a plan

Applied to public support and contributions


Public Support & FundraisingBasic blocking &

tackling was crucialRushing was deadlyThe public,

regulators, key influentials & prospective donors…

asked the same questions


Did We Have Good Leadership?The leadership’s

credibilityThe required skillsThe right social,

political, and civic contacts


What Would Run Us Aground?LocationCostTimetableTransfer conditions


What Was Our “Business” Plan?Nonprofit / donation

model?Successful business

model?Understand what we

wanted to become and why


The Museum Experience Plan?Display cases, “Do

Not Touch” ?Degree of

interpersonal interaction?

The Midway decision:

PIE2


Were We Ready for Operations?Different kind

of leadershipDifferent skill

setsCan be a

painful transition


What’s Your Fundraising Strategy?General public?$1,000’s &

$10,000’s?Aim for one or more

veins?

Could we educate, inspire, and then ask for financial

support?


Looking Back on Midway - I

Our noble vision was

commendable, but it had to be grounded in

economic reality.


Looking Back on Midway - II

It was a marathon,

not a sprint.


Looking Back on Midway - III

We had to approach it every bit as

much a business as a noble cause.


Looking Back on Midway - IV

Key learning: was our appeal

emotional or intellectual in nature?


Looking Back on Midway - V

We could lead with our heart, but had to be armed with

sound research and solid

sustainability planning.


Questions? We’re Ready.

Download - Lessons Learned by the USS Midway Museum

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