Shifting Priorities and Heritage Relevancy

The May/June issue of Muse included a number of short pieces focusing on relevancy, visitor engagement, and doing more with less resources.  A short International Council of Museums (ICOM) writeup by Mannon Blanchette hit the issue squarely on the head by noting,"In the face of constant and rapid transformations, museums are trying to meet the important challenge of remaining relevant and effective..."

Heritage organizations across the spectrum are being asked to provide more with fewer financial and physical resources.  Arts and heritage organizations are at times seen as 'extras' by communities, individuals, and funding bodies.  Yet, the preservation of our past, the educational value of heritage, and importance of community spaces are all things which museums contribute to communities. 

So how are heritage organizations adapting to changing societal needs and expectations?

• Building a digital presence.  Using social media and digital collection tools it is possible for heritage organizations to reach potential visitors in new ways.  However, the most effective digital presences are engaging and not merely static websites.  Creating a digital space which invites user participation and encourages online users to visit a physical space requires staff time and commitment.
• Seeking new sources of funding.  With declining governmental funding many heritage organizations are looking to revamping their funding structures.  This often includes developing a great capacity for fundraising and an emphasis on seeking private donors.
• Emphasizing community connections.  Providing services to the local community the extend beyond a heritage collection are often part of this.  Initiatives such as participating in Doors Open events, sponsoring a community garden, partnering with other organizations to host events, and bringing heritage outside of the institution through booths and off site outreach programming are all ways which heritage organizations have fostered strong community connections.
• Social engagement.  Heritage organizations need to be stronger advocates for their needs and in promoting their services and values.  The days of simply waiting for people to visit an institution based on chance are gone.  Active communication with stakeholders, potential visitors, and the community at large are essential.