Increase support base
PERFORMANCE CRITERIA
- Grow the Friends membership program.
- Grow the corporate partnerships and philanthropy program.
- Develop the Bequest Program.
OUR TARGETS
- 50% increase on 2017–18.
- 20% increase on 2017–18.
- Launch the Bequest Program.
WHAT WE ACHIEVED
- Membership of the Friends peaked in January 2019, with an increase of 20.5% over last year’s figures.
- There was a 26% increase in in-kind and cash contributions received through the Museum’s corporate partnerships and philanthropy program.
- The Bequest Program was launched on the Museum’s website.
Analysis
The number of members of the Museum’s Friends program grew over the past year as a result of more targeted programming of events, increased stewardship of members and a promotional offer during the exhibition: Rome: City and Empire. The retention rate of existing members has also increased. Numbers peaked in January 2019, with memberships reaching 2547. As at 30 June, the number of memberships was 2140.
This year, the Museum was the beneficiary of an increased number of in-kind and cash sponsorships, as well as philanthropic donations. The exhibition tour through China of Old Masters: Australia’s Great Bark Artists and the reciprocal exhibition The Historical Expression of Chinese Art: Calligraphy and Painting from the National Museum of China were supported by Australia Post, which provided a major cash sponsorship, and supporting sponsor De Bortoli wines. VisitCanberra provided a major cash sponsorship to assist with the marketing of Rome: City and Empire, and there were a number of other in-kind supporters of the exhibition.
Philanthropic appeals and campaigns continued to grow, attracting donors to the Museum. The campaign to raise funds for redeveloping the Museum’s Forecourt was launched and raised $122,000 in 2018–19. The Museum also received $25,000 towards the Australian National Fellowships, a program run in conjunction with the Australian National University, the National Archives of Australia and the Menzies Australia Institute at King’s College London. The Encounters Fellowships appeal continued to grow and the Museum’s Annual Appeal for 2019, focused on raising funds for the conservation of the oldest dress in the Museum’s collection — a magnificent silk brocade gown from the 1700s — raised $27,000. The final instalment of the Gandel Philanthropy gift announced in 2017–18 provided $500,000 towards the Defining Moments Digital Classroom program.
Following its online launch, the Museum’s Bequest Program has continued to grow. The vision of the program is to secure notified bequests and create a strong connection between the Museum and donor. Careful stewardship over the past year has enabled donors to understand and shape how, beyond their lifetime, their contribution will make a difference to all Australians. The Museum would like to acknowledge all bequests received over this financial year.
Increase revenue
PERFORMANCE CRITERIA
- Increase own-source revenue as a percentage of all gross operating revenue.
OUR TARGET
- >20%.
WHAT WE ACHIEVED
- In 2018–19, own-source revenue (not including object donations) increased to 19.5% of total gross operating revenues.
Analysis
The Museum continues to strengthen its financial base. Own-source revenue represents 19.5 per cent of total gross operating revenues, not including the value of objects donated to the Museum. The actual figure achieved for 2018–19 was $10.599 million, which represents an increase of more than 100 per cent on 2013–14 figures.
In 2018–19, many of the Museum’s revenue-generating functions were brought together under the new Commercial & Tourism business unit, to maximise commercial opportunities and streamline resources.
The Museum Shop opened the doors of its refurbished store in August 2018, delivering a brighter, clearer layout with an improved customer-service experience. The Museum’s own branded merchandise lines feature in the renovated store. The Museum also created a dedicated shop area for the Rome: City and Empire exhibition in the Studio, which sits alongside the Temporary Gallery. The Rome retail space also featured merchandise created especially for the exhibition, including a comprehensive catalogue, jigsaw puzzles, memory game and a range of themed mementos.
This year the Shop continued to diversify into wholesale and licensing, putting in place arrangements with selected Indigenous art centres to produce bespoke merchandise. New ranges were developed for trade, and the Commercial team also took over responsibility for book distribution.
The catering licence, events and venue hire reported the highest revenue on record. Both aspects of the catering business — the cafe and corporate events — grew, and recorded high levels of customer satisfaction. The result is pleasing given the Museum reduced the number of publicly hireable venues in the previous financial year. The number of visitors who attended the Museum as part of a commercial event in 2018–19 was 27,037.
