Webinar - Museum Business Planning: Balancing Mission and Market

Tuesday, June 5 1-5 p.m. (ET) Presented by the Museum Association of New York (MANY) and the Cooperstown Graduate Program's Institute for Cultural Entrepreneurship in collaboration with the American Association of Museums Funded with a grant from the Institute of Museum & Library Services Produced by LearningTimes Museums are increasingly feeling the pressure to operate "like a business" while retaining the values and priorities of a nonprofit. Incorporating mainstream best practices from the corporate sector may make sense for nonprofit organizations, but the change can be challenging. This webinar will examine the processes involved in business planning including:

  • What is involved in the conceptual shift from planning from an organization's capacity and mission to planning from market opportunities and brand
  • How to articulate and analyze an organization's fundamental business model and that understanding can improve sustainability
  • How the "case" for a business plan is different from a strategic plan
  • How "customers" and "investors" differ from "visitors" and "donors"
  • What information and data you need to know to develop a robust business plan and how to get it
  • Who should be involved and what should they be responsible for
  • How to measure success beyond profit or loss

Who Should Attend

Executive directors, department heads, CFOs, board members, particularly individuals responsible for planning and/or finance

How Will I Benefit?

  • Understand the relationship of business plans to other plans (master, strategic); the relative merits and uses of each
  • Create a planning process that is both strategic and business-focused, keeping both mission and market at the center of planning
  • Identify (but not necessarily have) the information needed for robust business planning


Laura B. Roberts, principal, Roberts Consulting, Cambridge, Mass.


Anne Ackerson, executive director, Museum Association of New York


  • Staff of AAM Institutional Members, staff of MANY Institutional Members and CGP's ICE alumnae and CGA members:Free
  • AAM and MANY Individual Members, and Cooperstown Graduate Association members: $40.00
  • Non-members: $90.00


Cancellation requests for Professional Development programs must be received in writing no later than 1 week prior to the event date to receive a full refund of your registration fee. Refund requests will not be accepted after May 29. AAM reserves the right to cancel any program at any time, for any reason. In the event of a program cancellation by AAM, attendees will receive a full refund of their registration fees.