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Lessons Learned by the USS Midway Museum

Lessons Learned by the USS Midway Museum. Heartfelt passion, mixed with heavy doses of reality Scott McGaugh Marketing Director. Sharing the Midway Experience. Unique to San Diego Unique to California 12-Year Marathon Forthcoming HNSA. The Olympia Situation. Existing organization?

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Lessons Learned by the USS Midway Museum

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  1. Lessons Learned by the USS Midway Museum Heartfelt passion, mixed with heavy doses of reality Scott McGaugh Marketing Director

  2. Live the Adventure, Honor the Legend

  3. Sharing the Midway Experience • Unique to San Diego • Unique to California • 12-Year Marathon • Forthcoming HNSA Live the Adventure, Honor the Legend

  4. The Olympia Situation • Existing organization? • By a start-up? • Regardless, Tens of Millions of Dollars Are Needed • Against this backdrop… Live the Adventure, Honor the Legend

  5. In the News: Saving Battleship Texas • No longer “seaworthy” • $25 million to save it • 23 years since partial repairs • 63 years after arrival • 6 years to complete • 275 visitors a day Against backdrops like this, what did Midway learn in building public awareness and support? Live the Adventure, Honor the Legend

  6. Who Was Vital to Our Mission • Which decision makers? • NAVSEA, USN • The public? Donors? We kept the following in mind: • Grandparents of teens: can be born after WWII • 35-year-olds: born after Vietnam • 20-year-olds: born after Operation Desert Storm • 90% haven’t served • 45% have no family veteran • <1% currently serve Live the Adventure, Honor the Legend

  7. Where We Focused Efforts • Our 20-60-20 philosophy • Understanding our community • We focused on staying focused, with a plan • Applied to public support and contributions Live the Adventure, Honor the Legend

  8. Public Support & Fundraising • Basic blocking & tackling was crucial • Rushing was deadly • The public, regulators, key influentials & prospective donors… asked the same questions Live the Adventure, Honor the Legend

  9. Did We Have Good Leadership? • The leadership’s credibility • The required skills • The right social, political, and civic contacts Live the Adventure, Honor the Legend

  10. What Would Run Us Aground? • Location • Cost • Timetable • Transfer conditions Live the Adventure, Honor the Legend

  11. What Was Our “Business” Plan? • Nonprofit / donation model? • Successful business model? • Understand what we wanted to become and why Live the Adventure, Honor the Legend

  12. The Museum Experience Plan? • Display cases, “Do Not Touch” ? • Degree of interpersonal interaction? • The Midway decision: PIE2 Live the Adventure, Honor the Legend

  13. Were We Ready for Operations? • Different kind of leadership • Different skill sets • Can be a painful transition Live the Adventure, Honor the Legend

  14. What’s Your Fundraising Strategy? • General public? • $1,000’s & $10,000’s? • Aim for one or more veins? Could we educate, inspire, and then ask for financial support? Live the Adventure, Honor the Legend

  15. Looking Back on Midway - I Our noble vision was commendable, but it had to be grounded in economic reality. Live the Adventure, Honor the Legend

  16. Looking Back on Midway - II It was a marathon, not a sprint. Live the Adventure, Honor the Legend

  17. Looking Back on Midway - III We had to approach it every bit as much a business as a noble cause. Live the Adventure, Honor the Legend

  18. Looking Back on Midway - IV Key learning: was our appeal emotional or intellectual in nature? Live the Adventure, Honor the Legend

  19. Looking Back on Midway - V We could lead with our heart, but had to be armed with sound research and solidsustainability planning. Live the Adventure, Honor the Legend

  20. Questions? We’re Ready.

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