Extend Your Merchandising Wingspan

Marketing revenues have accounted for less than 5 percent of the museum's annual budget over the last 10 years, but for an organization with a fiscal budget this year of about $24 million, that's not pennies. The tangible money accrued for the museum from marketing efforts pales in comparison to the funds generated by things like membership and gifts, grants from corporations and private individuals, tours, special events, exhibitions, conferences, and its endowment. But, Maxwell stresses, there's an intangible value, however hard to calculate, derived from product promotion.