Small museums are often governed by dedicated boards and trustees who are deeply committed to preserving history and culture. However, these leadership committees may not always have the commercial expertise or strategic vision needed to navigate evolving visitor expectations and rising costs. In today’s environment, passion and commitment alone can no longer guarantee survival.
In some cases, leadership committees believe they are already doing everything necessary to succeed. Yet, the reality is that their efforts may not align with what visitors truly want or need. Without expertise in audience engagement, marketing, or revenue diversification, strategies can become siloed and outdated, making it harder to adapt and grow.
The Accountability Gap: A Strategic Imperative for Small Museums
At the heart of the challenge lies an accountability gap – where a lack of clear vision, measurable objectives, and actionable insights leaves museums vulnerable to decline.
Key challenges include:
- No Clear Vision or Strategic Objectives: Without alignment around a strong, measurable vision, departments often develop their own priorities, leading to fragmentation.
- Siloed Operations: Teams often work independently, limiting cross-functional collaboration that could drive real change.
- Lack of Performance Dashboards: Without tracking visitor data, engagement levels, or revenue diversification, decision-making remains reactive, not strategic.
- Failure to Listen & Respond to Visitors: Museums need structured mechanisms to collect, analyse, and act on visitor feedback to stay relevant.
- Volunteer Fit, Skills, and Utilisation: Align critical tasks and projects with volunteers who possess the appropriate skills. Assess whether skills banks are being used effectively to support the museum’s needs and ensure volunteer contributions are maximised.
Real transformation begins with an honest, objective review of people, processes, and priorities – not just funding. Breaking down silos, embracing transparency, and creating a culture of accountability are essential for long-term sustainability.
With visitor numbers dropping by as much as 25% and operating costs exceeding £400,000 annually, it’s clear that relying on passion alone is no longer enough to sustain these institutions. Addressing these gaps requires not just identifying problems but ensuring that every team member is empowered to own the solution.
The Importance of Ownership in the Change Process
A strategic review will uncover areas for growth, but the true value comes from a collective commitment to implementing the changes across every level of the organisation. Every staff member, from leadership to front-line volunteers, must be committed to adopting and applying the change program within their specific areas.
It’s often the small shifts in how teams collaborate, engage with visitors, and manage resources that build momentum and create the recovery needed. Over time, these incremental changes accumulate and lead to visible results – green shoots of growth and improvement.
Why Now?
The situation is more urgent than ever. According to research by Kids in Museums and GoDaddy, three in five small museums fear for their future, and over 500 museums have closed in the past 20 years – many of them lost forever. When a museum shuts down, its collections are dispersed, buildings deteriorate, and a vital part of the community’s heritage disappears.
Every year that passes without addressing these structural challenges makes recovery more difficult – and some museums may never get a second chance. The time to act is now.
The 5 Key Strategies for Balancing Commercial Success with Educational and Cultural Aims
1. Conducting a Strategic Commercial Review
A focused review helps identify quick-win solutions to boost footfall, audience engagement, and revenue while keeping the museum affordable and community-driven.
2. Rethinking Visitor Engagement
Move beyond static exhibitions – introduce immersive and creative educational and inspirational experiences.
Use social media to raise awareness, create buzz and connect with digital-first audiences.
Develop family-friendly, youth-focused, and revitalised community programs that actively engage schools and local communities.
3. Diversifying Revenue Streams Without Raising Ticket Prices
Memberships & Loyalty Programs: Create sustainable revenue while offering affordable access.
Retail & Hospitality: Optimise cafés, gift shops, and activity spaces.
Corporate & Community Partnerships: Unlock new funding and sponsorship opportunities.
4. Leveraging Digital & Tech Innovations
Upgrade websites with online ticketing, virtual tours, and educational content.
Explore AR/VR experiences to attract younger audiences.
Automate administrative processes and leverage data more effectively.
Build a stronger collective presence by encouraging museums to support one another through digital platforms – sharing and liking each other’s content to boost visibility and engagement.
Consider shared services models where museums collaborate to access professional expertise and reduce operational costs.
5. Strengthening Brand Positioning & Storytelling
Museums need to reposition themselves as cultural destinations with compelling narratives that resonate with today’s audiences while staying true to their educational and community missions.
Proven Success: Jiven’s Work with the Heath Robinson Museum
This approach isn’t just theory – it delivers results. Jiven worked with the Heath Robinson Museum, where declining footfall was a growing concern. Through a strategic review, Jiven identified key barriers to growth and implemented a targeted recovery plan focused on audience engagement, marketing strategy, and revenue diversification.
As a result, the museum successfully reversed its downward trend, revitalised visitor interest, and strengthened its long-term sustainability approach – all while reinvigorating programs that opened new possibilities to engage schools and local communities.
This case study proves that small museums can achieve financial sustainability without losing their core mission – it just requires a commitment to change.
The Time for Change is Now
Small museums are facing significant challenges, not just in funding, but in how they engage with visitors and adapt to changing expectations. To address declining footfall, it’s essential to take a fresh look at what museums are offering and how they’re delivering those experiences. A strategic review can help energise operations, identify new opportunities, and ensure the museum’s offerings align with the needs of today’s visitors. By rethinking visitor engagement, embracing new approaches, and leveraging community and volunteer skills, museums can reinvigorate their mission and begin a path toward sustainable growth and renewed relevance.
Does your museum need a fresh perspective?
A strategic review – or even a targeted marketing audit – can uncover untapped opportunities and reposition your museum for long-term success. Start the conversation with Jiven today.
Sources:
- Sky News – ‘Toughest Time Ever for Small Museums as Visitor Numbers Fall and Costs Rise’
- Museums and Heritage Advisor – ‘Three in Five Small UK Museums Fear Closure, Says New Research’