Management in a Non-Profit Context – Strategic planning for a Museum

While other industries have suffered, the not for profit arts world continues to build in strength, this encourages the growth of innumerable small businesses...

The Global MDP 13 conducted at PROTON business school in November 2009 was unique in its own way! The event was initiated by lightning the ceremonial lamp by Mr. S. Mark Edwards from Bostonian Society, Boston, USA, Chief Mentor Mr. Sandeep Manudhane and Dean Prof. Vinay Goyal at Indore and Dean Prof. Kapildev Upadhya at Ahmedabad.

The keynote speaker of the event Mr. Edwards spoke about the Bostonian Society-the oldest public building in Boston which was built in 1713. It has a collection which is truly the representative of the history of ‘The Old State House’. The building has a compelling British architecture. The current development poses a challenge to preserve the beautiful masterpiece, surrounded by skyscrapers.

He shared how this museum is serving the society, building up civic responsibility and sense of community awareness. People consider it as a trust worthy center of knowledge and education for the new generation of the coming years. A lot of aid is required in attracting and retaining the major business activity.

He talked about the ‘The Strategic Planning’ and its implementation to meet their objectives.The benefits of this planning are :- meeting the changing needs of visitors, identifying changing trends of the market and to keep an eye on political, legal and economic issues.

The session also explained the types of pressure which a museum has to face:-
 

• Enterprise (big or small) 
• Desire of people (what do they prefer-museum or cricket?)
• Generic (whether people want a university course or a museum lecture?)
• Form (on site visit or surf through internet)
   

The next key concern for a museum is to create a ‘Brand Identity’ which can be executed through demonstration of true values, showing distinctiveness, creating a recognizable and a consistent image and promoting trust reliability and quality to visitors. Media can play a vital role in achieving this.

The honorable keynote speaker concluded the session by giving valuable suggestions on non profit making organizations and answering the queries of the Protons. The Protons learned the details of such organizations and carried a noble message that “ there are many things above money”. He also emphasized on maintaining a balance between civic responsibility and bottom line that typically a not for profit organization faces.

Finally the honorable guest was presented the token of affection on behalf of the entire PROTON family by the Chief Mentor. 

 It’s time for positive change!