Magnetic: The Art and Science of Engagement

by Anne Bergeron, Beth Tuttle

In this in-depth study of the role of engagement in helping organizations to succeed, Anne Bergeron and Beth Tuttle examine what they call "magnetic" organizations -- those that have developed an energized core centered on people, vision, and service, which enables them to attract and retain critical resources, such as talented and committed employees, loyal audiences, engaged donors, powerful goodwill from the community at large, and the financial capital required to sustain programmatic excellence and growth. These organizations have become "magnetic" by creating strong internal alignment around a compelling shared vision, and then extending the reach of their magnetic fields by engaging, serving and, ultimately, activating their internal and external communities through meaningful experiences and authentic relationships.  The Art and Science of Engagement  analyzes six American Children's Museum in Pittsburgh; Chrysler Museum of Art in Norfolk, Virginia; Conner Prairie Interactive History Park in Fishers, Indiana; The Franklin Institute in Philadelphia; Natural Science Center of Greensboro in North Carolina; and Philbrook Museum of Art in Tulsa, Oklahoma.  Each of these institutions has embraced a people and service-first ethic that has transformed their institutions into more vital, relevant and essential community assets. Magnetic provides a roadmap not only for strengthening museums and other cultural organizations, but for any business or nonprofit that seeks to deepen its relationships with and value to the customers and constituents it serves.

Genres: Museums, Nonfiction, Business

224 pages, Paperback

First published July 15, 2013

Reviews

[Jeff · Rating 4 out of 5]

It's such a relief to discover that a book on audience engagement contains regular, specific and substantive case studies. My last venture into this area of research was a little heavy on the theory, and lighter on the illustrations of the ideas in action. Bergeron and Tuttle do a respectable job here of presenting varied case studies to bring their positions to light. What's interesting to consider is what they don't access in terms of demonstrable results for the six organizations they cite in detail.

This research rose from very interesting timing. Bergeron and Tuttle prepared for a very popular talk on engagement shortly after the financial recession of 2008, and that led to this, which means their studies are colored by that influence and they were "on the ground" as it were for a time of great challenge and struggle for museums and like institutions. The result is a study and set of institutional priorities that address long-term results and priorities alongside a good balance of reality about non-profit institutions day-to-day struggles and concerns.

What feels lacking, just three years out from the book's date of publish, is sufficient emphasis on and exploration of digital engagement. It's here, but occasionally and subordinate to more traditional success metrics. Given the extreme impact over the past several years of even social-media metrics - much less the burgeoning yet already-robust metrics related to public engagement - this feels like a loss. I'd love a follow-up that emphasized these goals and tools, and helped us all better understand engagement overall through their incorporation.

[Melissa · Rating 4 out of 5]

This is a must-read for anyone and everyone who loves museums, but worries about their relevancy and sustainability. Powerful case studies, and plenty of ways to make it work at your institution. Tons of ideas, and it certainly helped me shape some ongoing thoughts about the future of my own institution.

[Kalisha Grimsman · Rating 4 out of 5]

Using a lot of great case studies this book examines Museums and what makes them appealing, engaging, and successful in today's world. I think this is a great read for museum professionals. It also helped me reflect on a lot of good ideas implemented by other museums and examine how my own institution aligns with some of the keys to magnetism.

[Elizabeth Bostelman · Rating 4 out of 5]

I read this book for a class in my Museum Studies masters program, but that being said it still inspired me to do great things in the institution I currently work in! If you feel your organization is in a slump, be inspired by Magnetic Museums!

[Melissa · Rating 5 out of 5]

must read for musuem professionals - great things to think about in creating a vision for your museum

[Mills College Library]

069.068 B4967 2013

[Amber Nagy · Rating 4 out of 5]

Definitely one of the better textbook reads over ever been assigned. Full of real stories and tidbits from people who obviously love their jobs and the fantastic organizations they work for. Highly recommend!