museum assessment program: public dimension assessment bc museums association conference 2002 rend...
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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