In a New Light: Campaign for the Baltimore Museum of Art

As The Baltimore Museum of Art approached its 100th anniversary in 2014, its strategic planning process identified a number of objectives to address as part of the “In a New Light” campaign. Ter Molen Watkins & Brandt was proud to serve as counsel to the BMA throughout the planning and implementation of this historic campaign, the largest in the Museum’s history.

Background

The Baltimore Museum of Art is home to an internationally renowned collection of 19th-century, modern, and contemporary art. Founded in 1914 with a single painting, the BMA today has 95,000 works of art—including the largest and most comprehensive public collection of works by Henri Matisse in the world.

Goals for the In a New Light Campaign

As The Baltimore Museum of Art approached its 100th anniversary in 2014, its strategic planning process identified a number of objectives to address as part of the “In a New Light” campaign. Ter Molen Watkins & Brandt was proud to serve as counsel to the BMA throughout the planning and implementation of this historic campaign, the largest in the Museum’s history.

Designed to address the Museum’s greatest needs, the campaign initially focused on endowment growth. It also sought to raise $28 million for a capital renovation project, which supported the reinstallation of major collections and renovation of the building and infrastructure. In addition to contributions and pledges of cash, the Museum also pursued gifts of art and planned gifts as a part of the campaign. Thus, the overall impact of the successful campaign was considerably more than the total of funds raised.

Our Work

TW&B conducted a pre-campaign readiness assessment, a philanthropic feasibility study and served as campaign counsel. Gene Brandt, Senior Partner, served as lead consultant for the firm, with assistance from Larry Ter Molen, Chairman Emeritus and Clyde Watkins, Senior Partner. “When we started working with the BMA, Larry had not yet retired, and he was incredibly helpful, given his expertise and experience at the Art Institute of Chicago.  Near the conclusion of the campaign, in preparation for the final push, we brought Clyde in to help us review our progress and assist with the final campaign planning,” said Brandt.

Our engagement with The Baltimore Museum of Art represented a true partnership between our firm and the Museum.   We worked with members of the development staff, members of the senior management team and the Museum’s Director.  We also worked closely with the campaign co-chairs and the campaign committees.  TW&B conducted solicitation training, prepared research reports and drafted agendas for campaign meetings. We helped staff and volunteers prepare for specific solicitations.  Our consultants provided an additional pair of hands to help keep the campaign moving forward toward its ultimate objectives.

The Results

The results of the “In a New Light” Campaign have been transformational for the BMA.  The original $65 million goal was exceeded by over $10 million.  The Museum secured the largest gift in its history, a $10 million commitment to endow the American Wing of the Museum, and received more $1 million gifts during the campaign than in its entire history.

Major renovations and reinstallations of the Contemporary Wing, the American Wing, the African and Asian galleries, a new education center and renovations to the Museum’s East Wing were completed.  One of the most exciting accomplishments of the campaign was the reopening of the Merrick Entrance in the Museum’s historic building, designed by John Russell Pope in 1929.

“We speak a lot about outcomes with our clients, and the BMA’s campaign is a great example of a fundraising campaign that accomplished a number of really important outcomes,” said Brandt.

Photos courtesy The Baltimore Museum of Art