Museum of Latin American Art

Championing a Local Hero

The Challenge:

We turned a niche museum (contemporary Latin American Art) into a destination akin to the Los Angeles County Museum of Art. And we moved it from foundation-funded to financial self-sufficiency.

The Solution:

It turns out special exhibitions are not just a magnet for art aficionados but general museumgoers, too. We created targeted campaigns around a series of exciting special exhibits, increasing attendance, membership and corporate donations. Internally, we turned volunteers into brand ambassadors. Externally, we recognized our biggest donors and corporate supporters with exclusive programs and content. The result was a 37% increase in attendance, membership and corporate donations year over year.