Posted on February 10th, 2017 by Rachel
Performance Counts: February 2016
The JMM relies on many different funding streams to support our exhibitions, educational programs, public programs and ongoing operational needs. As our exhibits tend to be our most costly initiatives, we typically develop a multi-year fundraising strategy for each project that targets a mix of private and public prospects from individuals, foundations, corporations and government agencies. We have been especially fortunate over the past few years to have received significant federal support for our exhibits that have provided vital funds for such activities as planning, exhibit design and fabrication and have helped us leverage additional funding from private sources. Total government support in the FY 16 budget (including both federal grants and state funds through the Maryland State Department of Education SAI program and Maryland State Arts Council) was $493,000.
Happy 50th NEH!
Our two principal federal funders are the National Endowment for the Humanities (NEH) and the Institute for Museum and Library Services (IMLS). Through its Public Humanities Project initiative, NEH funds exhibitions that are grounded in the humanities and offers support for both project planning and implementation. The application process is rigorous and requires an intensive amount of staff time for researching humanities connections as well as writing detailed responses to each question of the narrative and preparing budgets and other supporting documentation in the form of letters of support, bibliographies, staff resumes and other relevant material. Applications are subjected to several rounds of review by both NEH program staff as well as a peer review process that involves museum colleagues from museums around the country. The JMM has a long history of successful applications including our most recent award of an implementation grant in the amount of $300,000 for Beyond Chicken Soup. We have recently submitted a planning grant application for our new core exhibit, Belongings and are hopeful that it, too, will be awarded. The NEH stamp of approval is a powerful tool for fundraising and also serves as a mark of distinction among the museum community.
Likewise, we have frequently been awarded grants from IMLS. Our most recent submission, through the Museums for America initiative, was awarded $150,000 in support of Scrap Yard: Innovations of Recycling. As with NEH, the grant application process is challenging and requires many hours of staff time to complete. The review process is also similar and involves several rounds of evaluation by program staff and peer reviewers. Having participated in panel reviews of other institutions’ applications, which requires many hours of reading applications and then debating their merits over the course of two days of meetings with colleagues from other museums, I can attest to the rigorous vetting process in which applications are subjected before a determination is made of whether or not to award funding. This makes our track record of success especially rewarding.
Robyn and Esther at Museum Advocacy Day 2013.
Because both NEH and IMLS are federal agencies, their budgets are authorized annually by Congress. In recent weeks there has been talk about defunding NEH and IMLS funding prospects are unsure as well. Clearly cuts to these agencies would be detrimental not only to the JMM but to the larger community of museums and historic sites that serve as vital communal educational resources. We are actively engaged in several advocacy efforts to make our voices heard in this debate. The Greater Baltimore History Alliance (GBHA), a consortium of forty local history museums, is developing a statement of support on behalf of the NEH. We will be represented at the American Alliance of Museums’ Advocacy Day, at the end of February, by JMM consultant and docent extraordinaire, Robyn Hughes. During the two days of meetings with congressional delegations, museum professionals and volunteers from around the country will convey the important message urging our representatives to maintain level funding of all federal arts and humanities agencies.
We encourage citizens who share the belief that history and heritage matter to let their voices be heard by their representatives on this important topic.
A blog post by Deputy Director Deborah Cardin. To read more posts from Deborah click HERE.
Posted on December 9th, 2016 by Rachel
There has been a lot of discussion in the news in the last few months about the way that new social media channels are changing our economy and politics. It seemed like a great time to talk about how JMM is using these channels to build community around the Museum, it’s artifacts and history. In this month’s Performance Counts Rachel Kassman, wearing her “marketing manager” hat, shares recent highlights platform by platform. Rachel does an amazing job of making us visible with very limited resources.
Facebook was the first social media platform the Museum dipped its toe in – we’ve had our page since February 20, 2008 (at least, that’s when we uploaded our first profile picture)! Over the past almost 8 years we’ve gained 2,270 “follows” and 2,384 page “likes.” Those follows are particularly important, as Facebook’s various algorithms use them to decide who is going to see our posts on their timeline. In many ways Facebook is the most encompassing of our social media platforms; it serves as a photo-sharing site, an events calendar (with built in invitation capabilities), and as a forum to share articles and ideas.
In the past year we’ve also started to dabble in Facebook advertising. If you have a Facebook page of your own, you may have seen some of our “boosted” events as we work to increase awareness of the Museum and the many exciting public programs we host.
The Confusingly Popular Post
Ever heard the phrase “going viral?” It refers to something online exploding beyond any expectation (and often for no discernible reason). We had a little taste of this ourselves over Thanksgiving, with what is our most “popular” post to-date! On Wednesday afternoon we shared this archaeological bit of news: 3,800-Year-Old Ancient ‘Thinking Person’ Statuette Unearthed from Huffington Post. Over the course of the next 24 hours this post received 91 comments, was shared 425 times, and reached 14,303 people via our page. To place this in context, our next most popular post since July 1, 2016 (the farthest back Facebook Insights will allow is 180 days) had a reach of 1,935, received 1 comment, and was shared 17 times. (For those interested, it was this article.) Even stranger, the original article itself only got 12 comments over at Huffington Post. Why this post? Why on Thanksgiving? We will probably never know.
Did you know our very first tweet went out on August 11, 2010? (In case you’re wondering, we tweeted about a job opening at the Museum.) Since then we’ve sent out 13,800 individual tweets to over 1,300 followers! That number represents a combination of “retweets” (that is, where we share tweets from other accounts that we think are interesting or important) and original tweets written by the Museum. These original tweets cover everything from public program announcements to behind-the-scenes photos. The vast majority of our top tweets are based on sharing materials from our collections – our top two tweets over the past three months (September – November) celebrated Rosh Hashanah and Mexican Independence Day.
Rosh Hashanah and Mexico
How do we decide what to share on Twitter? Hashtags. (What’s a hashtag? Here’s an article to explain.) Hashtags help identify topics followers might be interested in multiple ways. One is by checking trending hashtags, which show you what topics are being tweeted about by others in your geographic location –that’s how we decided to post the above tweet on the left for Mexican Independence Day. Another is “daily hashtags” like #TBT (also known as Throwback Thursday) and #MondayMugShots (which have been a great way to highlight some of our quirky gift shop items).
Pickles, buttons, and hiking
A third way is by connecting our collections to eccentric holidays like #NationalPickleDay, #NationalButtonDay, and #NationalTakeAHikeDay. These hashtags don’t just help us on Twitter, but carry over to all our other social media platforms as well, letting us get multiple bangs-for-our-buck. (So far we haven’t had any “retweets” from the incoming “tweeter-in-chief”, but who knows?)
Tumblr is a social media platform often referred to as a “microblogging” site – it lets users share links, photos, videos, and text posts easily. The Museum has been on Tumblr since January 16, 2015 (we debuted with a series of behind-the-scenes photos of the Museum by way of celebrating “Appreciate a Dragon Day”) and has gained 819 followers through 1,314 posts. Here’s a look at the activity on our Tumblr over the last seven days:
The last 7 days
As with Twitter our top posts on Tumblr often come from our collections!
Instagram is the newest platform we’re exploring, added to the Museum’s social media portfolio just three months ago (September 13, 2016 to be exact). We’ve already gained 84 followers and posted nearly 275 individual images in that time – and those images have garnered 875 “likes” between them! Collections related posts have already proven incredibly popular, as you can see from the top 3 posts by both likes and comments pictured below.
Check out Julia Friedman at the beach in the 1920s, which appears in both lists!
Remember those hashtags we talked about earlier? Instagram relies heavily on them – and we’ve got the graph to prove it! Over the past three months, after researching multiple articles on how best to use Instagram as an institution, we’ve been increasing the number of relevant hashtags used on each post. As you can see, this has had a direct correlation to the popularity of our account.
Look at that generous incline!
And because we’re nerds, here’s one more graph showing the most-likes-per-hashtag used on our account.
Managing It All
There’s a lot going on in social media for the Jewish Museum of Maryland – we do our best to provide fresh content throughout the day on all our platforms, not to mention updating the Museum blog (and of course, sharing those updates on social media!). One tool that helps us maintain a robust presence online with limited time is Hootesuite, which allows us to schedule tweets, facebook posts, and Instagram posts in advance. This has been a lifesaver as we work to increase our output.
Hootesuite is a great tool
We hope you’ve enjoyed this look “behind the social media curtain,” and if you have any questions about the Museum on Facebook, Twitter, Tumblr, or Instagram (or anywhere else for that matter), please send them to us!
Posted on November 11th, 2016 by Rachel
This month’s Performance Counts is by Tracie Guy-Decker, Associate Director of Projects, Planning and Finance and Manager of Esther’s Place, the JMM Museum Shop.
The JMM Shop
Those of us who have strong affiliations with and affinity for an individual museum—whether as staff, volunteer or visitors—like to believe that our museum is one-of-a-kind. In our minds and hearts, it is a snowflake, truly unique and special. And we’re not wrong. Every museum is unique and special in its own way. It is also—whether intentionally or not—part of an international franchise with a recognized brand.
Museum shops enjoy a similar umbrella brand in many consumers’ minds. As a part of their museum experience, shoppers visit museum stores to take home a part of what they saw and learned. As a stand-alone brand, the Museum Store is known for uncommon and interesting finds. It is a destination for the discerning shopper and especially as we start to approach December, for the gift-giver in search of the perfect item.
One of our sister-franchisees, Strathmore, has been capitalizing on the strength of the Museum Store umbrella brand for more than a quarter century with their annual Museum Shop Around.
The Strathmore Mansion
This four-day event brings together loads of special-snowflake shopping experiences under one roof. And though this is their 27th year doing it, they’ve never done it quite like they will in 2016: this year, Esther’s Place: The JMM Shop will have a space!
You can support JMM—and all of the wonderful participating museums—by coming by Strathmore between Thursday, November 10 and Sunday, November 13. There’s a small entry fee to get in (much like a craft show), but that gets you access to 18 different museum stores, all in one trip!
The Strathmore Museum Shop Around was introduced to JMM staff by our colleague Joanna Church, who participated with a previous employer (another sister franchisee). Joanna, Devan and I have had a great time selecting just the right products to take with us. We’ve done our best to select key highlights that will excite, entertain and tempt our customers—whether they are shopping for loved ones or themselves!
This event is a great opportunity for us to find new customers and sales for Esther’s Place. Just as importantly, it helps us to gain exposure and visibility for JMM to a group of people who may or may not know we exist.
Setting up “Esther’s Place” at Strathmore Mansion
Our products for sale at Strathmore will include fine Judaica from designers like Michael Aram and Jonathan Adler. We will also feature home goods, children’s gifts, jewelry, books and tchotchkies. In fact, if you come by JMM this weekend, you may notice that Esther’s Place seems to have a little less of a selection than usual—we want to make sure we make you proud in Rockville!
Other Museums who will be represented include the National Archives Foundation, International Spy Museum, Just Imagine!, The Shop at Imagination Station, National Geographic and the White House Historical Association (another first-time attendee). See the full list of participating museum stores here.
Whether you’re interested in doing some Chanukah (or Christmas) shopping or just want to see what’s available, I highly recommend making the drive. Most participating shops offer a discount while they’re at Strathmore (we will be offering 10% off), and there are raffle prizes and other fun add-ons. Look for us on the second floor when you get to the mansion!
A blog post by Associate Director Tracie Guy-Decker. Read more posts from Tracie by clicking HERE.