Macon Museum of Art Essay

893 Words 4 Pages
Macon Museum of Art

Macon Museum of Art, a not-for-Profit Corporation, is facing major
financial problems since 2000 and up till 2002. Actions were needed to
stop this cumulative loss and to achieve some profit for 2003.

After reviewing the case at hand, one can see through the brief
history of the museum that it was founded since 1925. In 1998, its
name changed into the Jonathon A . Macon Museum of Art, the major
benefactor whose endowment helped expending the facility in the

The Macon Museum has different collections which are displayed
periodically due to space limitations, but each collection is set in
its building architecture that accents the display. This fact makes it
impossible for someone to visit the
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The Board of Trustees had to make several projections which led that
2003 is not likely to bring no more than 1.6 million in county
appropriations, low interest rates which will make investments remain
flat or decline, fewer contributions than 2002 and less membership
revenues. Yet there was a positive role for auxiliary activities which
were intended to produce profit.

The museum image, as explained by the director and Ms. Mercer and
based on their marketing research, reflected two images:

1- non-image at all

2- The museum is for specific people.

Therefore, this issue is a serious one, if people cannot find the
museum interesting from the first place how would they want to visit

The museum offered different educational programs and special
exhibitions, and made lots of effort in promotion especially through
press relations and local media. Even though the attendance increases,
yet the attendees would be non-MMA members. Nevertheless, such
exposure helped in the annual membership solicitation.

Memberships provide the largest chare of the museum’s revenues. As
they are divided into two categories, statistics showed that in 2002,
personal memberships accounted almost 80% of membership revenue. Thus
the market of the business consists mainly of personal membership more
than corporate. Yet, the estimated cost of member benefits provided
exceeded $ 1 million per year, and the principle costs items were:…