The development of these resources was supported by The Wallace Foundation. For more information about building audiences, visit The Wallace Foundation’s Knowledge Center.

Connecting the Wallace Foundation Methodology with Museum Research Literature—an annotated bibliography

Based on The Wallace Foundation’s report “The Road to Results: Effective Practices for Building Arts Audiences,” this resource identifies museum-specific articles for each of the nine effective practices (also known as “spokes”). Use this as a starting place for your research into growing and engaging your institution’s audience.

Click the image or the following link to view Connecting the Wallace Foundation Methodology with Museum Research Literature.

On-Demand Programs

Fact Sheets

The following nine resources are a part of a series of case studies commissioned by The Wallace Foundation to explore arts and cultural organizations’ evidence-based efforts to reach new audiences and deepen relationships with their existing audiences. Each aspires to capture broadly applicable lessons about what works and what does not—and why—in building audiences. The American Alliance of Museums developed this overview to highlight the relevance of the case study for museums and promote cross-sector learning.

Each fact sheet includes:

  • an overview of the challenge addressed
  • the research and strategies they employed
  • a description of the results
  • insights about audience building learned from their efforts
  • discussion questions

Suggested activity: host a brown bag discussion about one or more of these case studies. Review the fact sheet during the first 15 minutes of the brown bag and then use the discussion questions as prompts for conversation. Alternate option: request that participants review the original case study in advance.

Boston Lyric Opera
Seattle Opera
Pacific Northwest Ballet

Contemporary Jewish Museum
Minnesota Opera
San Fransisco Girls Chorus

Isabella Stewart Gardner Museum
Fleisher Art Memorial
The Clay Studio

AAM Member-Only Content

AAM Members get exclusive access to premium digital content including:

  • Featured articles from Museum magazine
  • Access to more than 1,500 resource listings from the Resource Center
  • Tools, reports, and templates for equipping your work in museums
Log In

We're Sorry

Your current membership level does not allow you to access this content.

Upgrade Your Membership

Subscribe to Field Notes!

Packed with stories and insights for museum people, Field Notes is delivered to your inbox every Monday. Once you've completed the form below, confirm your subscription in the email sent to you.

If you are a current AAM member, please sign-up using the email address associated with your account.

Are you a museum professional?

Are you a current AAM member?

Success! Now check your email to confirm your subscription, and please add to your safe sender list.