SWOT Analysis Helps Small Museums Plan
Successful small museums use strategic planning as a tool to insure that the mission and program of the institution are up to date and meet the needs of the museums’ constituents in the current environment and into the future. An important aspect of strategic planning is performing a SWOT analysis. SWOT stands for strengths, weaknesses, opportunities, and threats. By examining each of these elements an organization can better understand where it stands and therefore can identify the strategies that will lead to success. Strengths and weaknesses focus on internal factors, while opportunities and threats focus on the external; using this information will allow for successful planning.
- Strengths may include the museums assets and collections, uniqueness, staff, membership, location, or community support.
- Weaknesses may be seen as inadequate space to expand exhibitions, poor cash flow, too many objects in storage, too few visitors, unclear mission, inadequate staffing, lack of sustainable funding, inadequate security.
- Opportunities may include focusing on marketing through social networking, websites and blogs; collaborating with other museums/community groups; revising mission; or offering focused programs to groups with a strong community presence.
- Threats may include competition from other organizations; loss of public funding; drop in attendance by school groups; or public reliance on interactive entertainment.
By identifying the internal and external factors that affect the performance of the museum, the board and staff can then use this information to set institutional goals. The strategic initiatives that come out of the planning process become the roadmap the institution follows over a period of 3 to 5 years. The strategic plan provides a platform that influences all decision making and resource allocation.
In review, the SWOT analysis is used to identify internal or external influences that affect the institution’s ability to follow its mission and helps the board and staff to formulate a strategic plan for future performance.
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