MyLearning project

UK Museums and the Web, Museum of LondonMartin Bazley

Peter Pavement26 Nov 2010

Overview

• Martin Bazley & Associates commissioned by Renaissance Yorkshire to explore options for sustaining and developing MyLearning project

• Currently about half-way through• Next stage is trialling new ways of creating

content and exploring fund-raising options in detail

• Comments and suggestions warmly welcomed!

MyLearning

• Resources created by museums and others (content providers), for schools

• Content providers create their own ‘learning journey’ online resources using a dedicated CMS

• www.MyLearning.org

Current

• Content providers are trained by core team in how to use the CMS

• Templates also provide guidance• MyL team monitor and offer feedback

Outline of recommendations - editorial

• Widen scope nationally, in terms of:– area of production of resources and – promotion to teachers – but hold off until critical

mass achieved

Outline of recommendations - editorial

• Focus output more strongly on curriculum provision and needs of teachers

• Adopt commissioning approach: MyLearning team author the learning resources using assets and material provided by content providers

• Replace up-front training by action-learning: content providers learn through involvement in development process

Outline of recommendations - editorial

• Review and optimise structure of online learning resources in light of continuing research into teachers’ needs and preferred ways of working

Outline of recommendations - editorial

• Improve searchability and findability of assets (images, videos, audio, interactives, sheets etc) through:– enrichment of metadata and – configuration of Google site search

• Optimise existing and explore new ways of disseminating and promoting awareness and use of online learning resources

Outline of recommendations - editorial

• Aims and SMART objectives: monitor and review effects of changes on motivation and engagement among content providers, quality of resources, uptake by teachers etc

Outline recommendations - business planning

• Renaissance income expected for next year or two at least, but reduced.

• Recruit freelancer to assist with fundraising

Outline recommendations - business planning

• Adopt income pipeline approach to fundraising – target larger number of smaller funds.

• Review activity for cost reduction and improvement opportunities

Income pipeline

• Like GANTT charts for project management income (or sales) pipeline helps forecast income and manage contacts.

• Aim is to predict the income over a period of time by categorising – potential income sources and – their probability of coming to fruition.

Income pipeline

• For example, all prospects for funding could be classified as follows:

• Opportunity - a funding programme that is suitable for My Learning

• In discussion – contact made with funding body• Proposal stage - proposal underway - discussions

continue• Awaiting decision - proposal has been submitted• Awarded – funding secured

Income pipeline

Category Number Value

Opportunities 10 £1,200,000

In discussion 7 £200,000

Proposal stage 5 £120,000

Awaiting decision 3 £70,000

Awarded 2 £40,000

Category Number Value Likelihood Income

Opportunities 10 £1,200,000 2% £24,000

In discussion 7 £200,000 10% £20,000

Proposal

stage

5 £120,000 20% £20,000

Awaiting

decision

3 £70,000 50% £35,000

Awarded 2 £40,000 100% £40,000

Total £139,000

Mixed economy

The most successful income generation strategy is likely to involve a mixed economy :

• Public• Grant funding• Revenue income

Income generation - Advertising

AdSense network www.google.com/adsense

Display advertising networks for example Adify www.adify.com/adify-united-kingdom

other media organisations or companies can put together advertising packages by theme and then syndicate ads to a network of sites.

For example: Guardian’s Diversity Ad Network - http://www.guardian.co.uk/ad-networks/diversity

Income generation - Subscriptions

- Schools – have money, but inconvenience can put them off – also can just go elsewhere

- Need a really significant offer, or something literally not available elsewhere (Bridgeman Art Library for example)

Income generation - Services

- Consultancy- Web development service- Etc

- Also affiliate marketing, etc

Fund raising takes time and effort

Ways of fund raising in small organisation: • take on additional freelancer on % bonus basis

or mixed basis (retainer plus commission)• use agency (potentially more reliable /

sustainable but may not be economic)• build up skills within core team – commission

freelancer for say 6 months to fund raise and mentor

Guidance and info

PipelineFurther information is available on

www.businesslink.gov.uk on sales forecasting and other techniques: http://bit.ly/couAYW

www.smartsheet.com is an online service that may be helpful.

Fund-raising for non-profit:www.fundraising.co.ukwww.financehub.org.uk

Contact:

Martin Bazleywww.martinbazley.com