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Incorporated, a worldwide network of science museums and related institutions.
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I once worked with a museum marketing director whose mantra was "I bring 'em 
in the door.  It's up to you to educate 'em."

Not sure whether that's a good and appropriate approach, but it worked for 
him.  And he did a great job of bringing 'em in.  

The only concern I'd have is not bringing 'em in under false pretences 
(offering them Disney and giving them an academic presentation on scientific 
inquiry).

And of COURSE it's important to market!  It's not as if non-profits were 
living off a guaranteed dole.  There's an expectation on everyone's part that 
earned revenue will be a major part of a museum's operating budget, which means 
that the income MUST be earned. 

 Most museums make a lot of their $ at the door, with the lion's share from 
school groups.  That means marketing to families and schools, and selling them 
a product that offers a good "bang for the buck."   For schools, that means a 
nice package that meets guidelines, manages the process, and provides a 
positive experience for all.  For families, it means a nice blend of education and 
entertainment that's suitable for all ages, along with appropriate and pleasant 
amenities like decent rest rooms, edible food, trained staff, etc.

To my mind, all of this is perfectly reasonable and appropriate.  Of course, 
it doesn't exclude the possiblity of some really innovative, creative new 
product to market...!!
 Having also taught social marketing and non-profit marketing, i agree that 
certain products are not necessarily delivered to those with means, for the 
simple fact that there is a social marketing mission as opposed to pure profit. 
however, to some degree, in the case of museums and some non-profit 
organisations a certain degree of the marketing concept that you speak of in your first 
paragraph is necessary. for example, the Sierra Club has to market to 
environmentally conscious people in order to obtain membership. The National Space 
Society must market to space advocats, so therefore, there is some degree of 
marketing concept even in the non-profit sector. however in the social service 
sector the degree of marketing concept becomes nil. i hope this is clearer. edith

Lisa Jo Rudy, Writer/Consultant
625 Chelten Hills Drive
Elkins Park, PA 19027
http://www.lisarudy.com/
215-635-9735

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