Civic Intelligence

Madison Childrens Museum Inc

EIN 39-1383497 • 501(c)3 • Madison, WI

View Organization Page

Profile

Madison children's museum connects children with their families, their communities, and the world beyond through discovery learning and creative play.

100 N Hamilton StMadison, WI 53703-2116

www.madisonchildrensmuseum.org

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

39th percentile

0.09x

Higher debt load relative to assets than 39% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Source year 2025

Liabilities / Revenue

64th percentile

0.40x

Higher debt load relative to revenue than 64% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Source year 2025

Net Margin

5th percentile

-54%

Higher net margin than 5% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Source year 2025

Top Officer Pay

20th percentile

$90,312

Higher top officer pay than 20% of similar nonprofits.

Top officer pay equals 2.4% of source-year revenue.

501(c)3 • $10M-$25M nonprofits • Source year 2025

Asset Growth

10th percentile

-11%

Faster asset growth than 10% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Annualized from 2024 to 2025

Revenue Growth

3rd percentile

-60%

Faster revenue growth than 3% of similar nonprofits.

501(c)3 • $10M-$25M nonprofits • Annualized from 2024 to 2025

Balance Sheet
Liabilities / Assets39th percentile

Assets

Up

$18,534,778

Up $4,290,636 (+30%) from 2023

Liabilities

Down

$1,562,367

Down $58,726 (-3.6%) from 2023

Net Assets

Up

$16,972,411

Up $4,349,362 (+34%) from 2023

Operations
Liabilities / Revenue64th percentileNet Margin5th percentile

Revenue

Up

$9,579,088

Up $6,710,449 (+234%) from 2023

Expenses

Up

$5,229,726

Up $793,310 (+18%) from 2023

Net Income

Up

$4,349,362

Up $5,917,139 (+377%) from 2023

Trend Graphs

Balance Sheet Trend

Asset Growth10th percentile

Grouped bars show assets, liabilities, and net assets across loaded filings.

$30M$20M$10M$0Assets 2010: $20,301,224Liabilities 2010: $7,624,178Net Assets 2010: $12,677,0462010Assets 2011: $19,986,821Liabilities 2011: $6,481,527Net Assets 2011: $13,505,2942011Assets 2012: $16,902,148Liabilities 2012: $6,164,478Net Assets 2012: $10,737,6702012Assets 2013: $15,697,241Liabilities 2013: $6,223,911Net Assets 2013: $9,473,3302013Assets 2014: $14,934,836Liabilities 2014: $6,229,814Net Assets 2014: $8,705,0222014Assets 2015: $14,468,254Liabilities 2015: $6,261,555Net Assets 2015: $8,206,6992015Assets 2016: $13,901,512Liabilities 2016: $6,270,765Net Assets 2016: $7,630,7472016Assets 2017: $13,772,959Liabilities 2017: $6,542,446Net Assets 2017: $7,230,5132017Assets 2018: $13,167,856Liabilities 2018: $6,670,034Net Assets 2018: $6,497,8222018Assets 2019: $12,988,646Liabilities 2019: $1,490,904Net Assets 2019: $11,497,7422019Assets 2020: $13,899,936Liabilities 2020: $2,051,988Net Assets 2020: $11,847,9482020Assets 2021: $15,559,382Liabilities 2021: $2,443,854Net Assets 2021: $13,115,5282021Assets 2022: $15,954,090Liabilities 2022: $1,763,264Net Assets 2022: $14,190,8262022Assets 2023: $14,244,142Liabilities 2023: $1,621,093Net Assets 2023: $12,623,0492023Assets 2024: $18,534,778Liabilities 2024: $1,562,367Net Assets 2024: $16,972,4112024

Highlighted filing

2024

Assets$18,534,778
Liabilities$1,562,367
Net Assets$16,972,411
Open 2024 Filing

Operations Trend

Revenue Growth3rd percentile

Revenue, expenses, and net income by year, with the latest filing highlighted.

$10M$5.0M$0-$5.0MExpenses 2010: $1,788,5112010Expenses 2011: $3,325,2422011Expenses 2012: $3,210,1262012Revenue 2013: $2,465,783Expenses 2013: $3,730,123Net Income 2013: -$1,264,3402013Revenue 2014: $2,651,752Expenses 2014: $3,636,406Net Income 2014: -$984,6542014Revenue 2015: $3,105,126Expenses 2015: $3,603,449Net Income 2015: -$498,3232015Revenue 2016: $2,904,125Expenses 2016: $3,480,077Net Income 2016: -$575,9522016Revenue 2017: $3,115,479Expenses 2017: $3,515,713Net Income 2017: -$400,2342017Revenue 2018: $3,284,046Expenses 2018: $4,016,737Net Income 2018: -$732,6912018Revenue 2019: $8,909,579Expenses 2019: $3,909,659Net Income 2019: $4,999,9202019Revenue 2020: $3,933,983Expenses 2020: $3,583,777Net Income 2020: $350,2062020Revenue 2021: $3,095,481Expenses 2021: $1,827,901Net Income 2021: $1,267,5802021Revenue 2022: $4,245,584Expenses 2022: $3,170,286Net Income 2022: $1,075,2982022Revenue 2023: $2,868,639Expenses 2023: $4,436,416Net Income 2023: -$1,567,7772023Revenue 2024: $9,579,088Expenses 2024: $5,229,726Net Income 2024: $4,349,3622024

Highlighted filing

2024

Revenue$9,579,088
Expenses$5,229,726
Net Income$4,349,362
Open 2024 Filing

Filings

Most recent year

2024 • Form 990XML pending. An XML filing is linked for this year, but detailed extraction is still pending.

Open filing
Assets
$18,534,778
Liabilities
$1,562,367
Net assets
$16,972,411
Revenue
$9,579,088
Expenses
$5,229,726
Net income
$4,349,362
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$18.5$1.56$17.0$9.58$5.23$4.35
2023XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$14.2$1.62$12.6$2.87$4.44$1.57
2022XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$16.0$1.76$14.2$4.25$3.17$1.08
2021Facts available. Structured filing facts are available, but richer extracted sections are limited.$15.6$2.44$13.1$3.10$1.83$1.27
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$13.9$2.05$11.8$3.93$3.58$0.35
2019XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$13.0$1.49$11.5$8.91$3.91$5.00
2018XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$13.2$6.67$6.50$3.28$4.02$0.73
2017Import issue. A filing source exists for this year, but detailed import did not complete cleanly.$13.8$6.54$7.23$3.12$3.52$0.40
2016XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$13.9$6.27$7.63$2.90$3.48$0.58
2015XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$14.5$6.26$8.21$3.11$3.60$0.50
2014Detailed filing. Detailed filing data is available for this year.$14.9$6.23$8.71$2.65$3.64$0.98
2013Summary only. Only limited summary data is available for this year.$15.7$6.22$9.47$2.47$3.73$1.26
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$16.9$6.16$10.7$3.21
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$20.0$6.48$13.5$3.33
2010Facts available. Structured filing facts are available, but richer extracted sections are limited.$20.3$7.62$12.7$1.79
Latest Detailed Filing

The latest 2024 filing currently has linked XML that has not been fully parsed yet. Showing the latest detailed filing from 2021 below.

Jump To
Filing Snapshot
Filing Period
Jul 1, 2020 to Jun 30, 2021
Signed
Nov 17, 2021
Return Version
2020v4.1
Gross Receipts
$3,403,114
Mission and Program Overview

Mission

Madison children's museum connects children with their families, their communities, and the world beyond through discovery learning and creative play. Madison children's museum strives to be a welcoming, imaginative, joyful learning environment that supports families in nurturing children's creativity and curiosity. We foster the healthy development of all children so that they will fulfill their potential and become engaged community members and global citizens. Our core values reflect what we believe is in the best interest of children-always. We believe in: play, integrity, creativity, collaboration, risk, inclusiveness, learning, and sustainability.

Madison children's museum provides educational exhibits and programs for learning through play

Balance Sheet Detail
LineBeginningEndChange
Assets
Land, Buildings, and Equipment, Net$11,979,654$11,535,508▼ $444,146
Savings and Temporary Cash Investments$277,714$1,704,237▲ $1,426,523
Pledges and Grants Receivable$1,519,159$542,411▼ $976,748
Cash and Non-Interest-Bearing Accounts$96,091$223,033▲ $126,942
Accounts Receivable$852$209,017▲ $208,165
Prepaid Expenses and Deferred Charges$19,572$25,511▲ $5,939
Inventories for Sale or Use$6,894$6,882▼ $12
Total Assets$13,899,936$15,559,382▲ $1,659,446
Other Assets Total$0$1,312,783▲ $1,312,783
Liabilities
Mortgage Notes Payable Secured by Investment Property$1,530,000$1,521,288▼ $8,712
Unsecured Notes Loans Payable$405,717$403,457▼ $2,260
Other Liabilities$0$322,434▲ $322,434
Accounts Payable and Accrued Expenses$116,271$196,675▲ $80,404
Total Liabilities$2,051,988$2,443,854▲ $391,866
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$10,319,717$12,431,655▲ $2,111,938
Net Assets With Donor Restrictions$1,528,231$683,873▼ $844,358
Total Net Assets Fund Balance$11,847,948$13,115,528▲ $1,267,580
Total Liabilities and Net Assets / Fund Balance$13,899,936$15,559,382▲ $1,659,446

Asset Categories

AssetBook ValueDepreciationBasis
Buildings$11,388,088$4,607,875$15,995,963
Equipment$147,420$389,718$537,138
Leasehold Improvements$0$19,064$19,064
Other Assets Org$1,312,783--
Compensation and Service Providers
Top Officer Pay20th percentile

Employees

NameTitleFull / Part TimeBaseOtherTotal
Deb GilpinPresident & CEOFT$86,626$8,446$95,072

Board Members and Trustees

NameTitle
Jennifer JohnsonChair
John HintzeVice Chair & Treasurer
Adrienne EhrhardtDirector
Asya AlexandrovichDirector
Ben BrunetteDirector
Bruce NeviaserDirector
David StockwellDirector
Gloria Ladson-billingsDirector
Jane DoughtyDirector
Jane VillaDirector
Joan ErshlerDirector
Joel MartinDirector
Marta GialamasDirector
Matt CornwellDirector
Matt PremoDirector
Sarah CondellaDirector
Seth PollakDirector
Tj BlitzDirector
Leslie WatkinsOfficer-at-large
Tim HeinrichOfficer-at-large
Cristina ChoiSecretary
Revenue and Support

Revenue Composition

Contributions and Grants
$2,886,171
Program Service Revenue
$0
Investment Income
$1,327
Other Revenue
$207,983
All Other Contributions
$395,600
Change in Net Assets
$1,267,580
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$940,874
Salaries, Compensation, and Employee Benefits$882,027
Total Fundraising Expense$241,711
Professional Fundraising Fees$5,000
Grants and Similar Amounts Paid$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages$375,845$206,054$77,437$659,336
Depreciation Depletion$308,750$144,096-$452,846
Occupancy$76,299$55,624$47,031$178,954
Fees for Services Other$70,501$26,806$4,546$101,853
Payroll Taxes$55,598$13,296$9,674$78,568
Office Expenses$61,326$12,324$3,355$77,005
Current Officers, Directors, Trustees, and Key Employees-$27,481$48,703$76,184
Other Employee Benefits$64,886$1,285$1,768$67,939
Information Technology$25,539$1,888$18,445$45,872
Insurance-$26,064-$26,064
Fees for Services Accounting-$14,250-$14,250
Interest$4,931$2,301$3,785$11,017
Other Expenses$713$2,921$2,023$5,657
Fees for Services Professional Fundraising--$5,000$5,000
Advertising$3,279--$3,279
Travel$2,633--$2,633
Conferences and Meetings$169$1,097$601$1,867
Total Functional Expenses$1,050,703$535,487$241,711$1,827,901
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$5,000
Political and Lobbying Activity
Political campaign activity
No
Lobbying activity
No
Subject to proxy tax
No
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Construction Payables$322,434
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Business relationship with 35% controlled entity
No
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
No
Conflict-of-interest policy
Yes
Audited financial statements prepared
Yes
Key decisions subject to board approval
No
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Section B, Line 11B

“The controller reviews the prepared form 990 in detail and distributes it to all members of the governing body for any comments or changes before the return is filed with the irs.”

Form 990, Part VI, Section B, Line 12C

“The organization's conflict of interest policy covers all of its directors and officers. Any director, officer, or member of a committee who has a direct or indirect financial interest is considered an interested person. An interested person must disclose the existence of the financial interest and be given the opportunity to disclose all material facts to the directors considering the proposed transaction or arrangement. The interested person must abstain from any vote on the arrangement. Each director and officer annually signs a conflict of interest statement and the signed statements are reviewed by management.”

Form 990, Part VI, Section B, Line 15A

“The executive committee of the governing body annually determines the initial compensation of the president and ceo, which is based in part on data obtained from a third party on appropriate compensation levels, conducts an annual performance review, and implements any raises or other compensation adjustments as deemed appropriate by the committee.”

Form 990, Part VI, Section C, Line 19

“The organization makes its governing documents, conflict of interest policy, and financial statements available to the public upon request.”

Filing and Contact Details

Filer

Filer Name
MADISON CHILDREN'S MUSEUM INC
EIN
39-1383497
Phone
6082566445
Address
100 N HAMILTON ST, MADISON, WI 53703-2116

Signing Officer

Name
Deborah Gilpin
Title
President & CEO
Phone
6082566445
Signed
2021-11-17
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Jennifer Johnson
Formed
1980
Legal Domicile
Wi
Voting Board Members
22
Independent Board Members
22
Employees
80
Volunteers
96

Preparer

Firm
Sva Certified Public Accts Sc
Address
1221 JOHN Q HAMMONS DRIVE, MADISON, WI 53717
Preparer
Kirsten Houghton
Phone
6088318181
Supplemental Narrative

Additional Explanations

Form 990, Part IX

“The expenses related to the capital expansion project are allocated between management and general expenses and fundraising expenses.”

Form 990, Part XII, Line 2C

“There were no changes in the current year.”

Raw XML AppendixShowing 400 of 589 raw XML fields

This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

Path#Value
IRS990/AccountantCompileOrReviewInd00
IRS990/AccountsPayableAccrExpnssGrp/BOYAmt0116271
IRS990/AccountsPayableAccrExpnssGrp/EOYAmt0196675
IRS990/AccountsReceivableGrp/BOYAmt0852
IRS990/AccountsReceivableGrp/EOYAmt0209017
IRS990/ActivitiesConductedPrtshpInd00
IRS990/ActivityOrMissionDesc0MADISON CHILDREN'S MUSEUM PROVIDES EDUCATIONAL EXHIBITS AND PROGRAMS FOR LEARNING THROUGH PLAY
IRS990/AdvertisingGrp/ProgramServicesAmt03279
IRS990/AdvertisingGrp/TotalAmt03279
IRS990/AllOtherContributionsAmt0395600
IRS990/AnnualDisclosureCoveredPrsnInd01
IRS990/AuditCommitteeInd01
IRS990/BooksInCareOfDetail/PersonNm0DEBORAH GILPIN
IRS990/BooksInCareOfDetail/PhoneNum06082566445
IRS990/BooksInCareOfDetail/USAddress/AddressLine1Txt0100 N HAMILTON ST
IRS990/BooksInCareOfDetail/USAddress/CityNm0MADISON
IRS990/BooksInCareOfDetail/USAddress/StateAbbreviationCd0WI
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IRS990/CompensationProcessOtherInd00
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IRS990/DepreciationDepletionGrp/TotalAmt0452846
IRS990/Desc0EXHIBIT ENVIRONMENTS CREATE THE CORE EDUCATIONAL AREAS AND PLAY SPACES WITHIN THE MUSEUM SETTING, PROVIDING INTERACTIVE, ENGAGING PLAY OPPORTUNITIES FOR CHILDREN OF ALL AGES, ALONG WITH THEIR ADULT CAREGIVERS. EXHIBITS ARE INTERDISCIPLINARY AND WEAVE TOGETHER THEMES FROM OUR CORE EDUCATIONAL INITIATIVES: ART, HISTORY, CULTURE, SCIENCE, PHYSICAL, AND INNOVATION. MCM'S EXHIBIT SPACES WERE UNUSED BY VISITORS FROM MARCH 2020 UNTIL APRIL 2021, WHEN A FEW SMALL PILOT GROUPS VISITED, FOLLOWED BY MEMBERS IN JUNE 2021 TOTALING 7,000 VISITORS. DURING THIS TIME, THE REMAINING SMALL STAFF DEVELOPED MCM'S NEW GIFT TO THE COMMUNITY, THE WONDERGROUND - DESIGNED AND FABRICATED TO FILL URGENT COMMUNITY NEEDS WHILE PROVIDING A JOYFUL OUTDOOR LEARNING ENVIRONMENT FOR YEARS TO COME. BASED ON YEARS OF RESEARCH, DESIGN PLANNING LAUNCHED IN OCTOBER 2020. THE WONDERGROUND REPRESENTS A CREATIVE AND INSPIRING "PIVOT" TO PROVIDE FAMILIES WITH OUTDOOR, SCREEN-FREE, ACTIVE PLAY THAT IS FULL OF OPPORTUNITIES FOR CREATIVE EXPRESSION AND SOCIAL EMOTIONAL LEARNING, ALL WHILE ENSURING THAT MADISON CHILDREN'S MUSEUM EMERGES FROM THE PANDEMIC STRONGER THAN EVER. WONDERGROUND IS AN UTTERLY UNIQUE AND CREATIVE FOUR-SEASON PLAY SPACE WHERE CHILDREN WILL ENGAGE IN ROBUST PHYSICAL ACTIVITY.THE WONDERGROUND DESIGN INCLUDES GROUNDBREAKING DESIGN AND MATERIAL CHOICES.1) IT MAKES ACTIVE PLAY ACCESSIBLE: THE THICKET, A 30' SOARING CLIMBING SCULPTURE INCLUDES DESTINATION AREAS THAT ARE ACCESSIBLE TO KIDS WHO ARE IN WHEELCHAIRS OR HAVE LIMITED MOBILITY; A RAMP THAT WINDS BENEATH A PLATFORM AND ENDS UP INSIDE A PINECONE, THREE FEET OFF THE GROUND; SPIRAL STAIRS THAT ARE ACCESSIBLE TO KIDS WHO CAN PULL THEMSELVES OUT OF A CHAIR UP TO THE TOP OF STAIRS VIA A TRANSFER STATION; AND THE ENTIRE ACTIVE, GROUND-LEVEL PLAY AREA OF ROLLING TOPOGRAPHY PROVIDES ACCESS OVER ENGINEERED WOOD FIBER MATERIAL. KIDS WITH LIMITED MOBILITY CAN GO INTO THE LOG CABIN, ITS ORCHARD AND YARD, MOVE ALL AROUND THE THICKET CLIMBER, THE GIANT BUCKET, AND THE HANDICAPPED-ACCESSIBLE NOOK THAT SITS AGAINST THE BUILDING.2) SUSTAINABILITY PRACTICES AND EXPERIENCES FOR VISITORS. MCM HAS BEEN RECOGNIZED FOR ITS OUTSTANDING SUSTAINABILITY WORK. TWO NOTABLE AWARDS ARE LEED CERTIFICATION FOR AN EXISTING BUILDING (THE FIRST MUSEUM IN WISCONSIN TO ACHIEVE THAT) AND THE 2021 AMERICAN ALLIANCE FOR MUSEUMS' SUSTAINABLE EXHIBIT DESIGN AWARD. MCM'S COMMITMENT TO SUSTAINABILITY IS GOOD FOR KIDS, OUR COMMUNITY, AND THE WORLD FOR MANY REASONS: EDUCATING KIDS ABOUT SUSTAINABLE PRACTICES PREPARES THEM TO BE "GOOD GLOBAL CITIZENS," IT CONTRIBUTES TOWARD OUR OVERALL HEALTH AND SURVIVAL, AND IT'S INSPIRING TO SEE HOW SEEMINGLY USELESS OR DISCARDED THINGS CAN BE REPURPOSED TO BE USEFUL, BEAUTIFUL, WHIMSICAL, AND FUN. WE ARE USING LOCAL, NATURAL AND SUSTAINABLE MATERIALS. BY USING BUILDING MATERIALS THAT STORE CARBON (BLACK LOCUST TREES), PACKING OUR SPACE WITH PLANTS THAT HELP ABSORB CARBON, AND INTENTIONALLY USING RECYCLED PLASTIC AND RECLAIMED MATERIALS WHENEVER POSSIBLE, WE ARE HELPING CREATE A NEW STORY FOR OUR PLANET'S FUTURE.WITH THE WONDERGROUND EXPANSION, EXHIBITS OCCUPY MORE THAN 40,000 SQUARE FEET OF INDOOR AND OUTDOOR PUBLIC SPACE - DESIGNED AND FABRICATED BY A WISCONSIN WORKFORCE IN COLLABORATION WITH THE COMMUNITYINCLUDING MORE THAN 130 LOCAL ARTISTSAND FEATURE THE USE OF LOCALLY OBTAINED MATERIALS. EXHIBIT AREAS PROMOTE LEARNING THROUGH PLAY FOR AGES 5 AND UNDER IN THE WILDERNEST AND URB GARDEN EXHIBITS, BOTH OF WHICH ARE CONSTRUCTED OF ALL NATURAL MATERIALS. THE FOLLOWING AREAS ENGAGE CHILDREN UP TO AGE 12: THE TWO-STORY HODGEPODGE MAHAL CLIMBER AND HUMAN-SIZED GERBIL WHEEL FOR WHOLE-BODY EXERCISE; AND THE ART STUDIO FOR CREATIVE EXPRESSION. AN ACCESSIBLE GREEN ROOF, THE ROOFTOP RAMBLE, ENABLES FOUR-SEASON EXPLORATION OF NATURE IN A "PARK IN THE SKY". AN INTERACTIVE EXHIBIT ABOUT LAKES AND WATER QUALITY CALLED SEYMORE'S ADVENTURE; AN EXHIBIT CALLED FROM COOPS TO CATHEDRALS ABOUT NATURE, CHILDHOOD AND THE ARCHITECTU
IRS990/DescribedInSection501c3Ind01
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IRS990/MissionDesc0MADISON CHILDREN'S MUSEUM CONNECTS CHILDREN WITH THEIR FAMILIES, THEIR COMMUNITIES, AND THE WORLD BEYOND THROUGH DISCOVERY LEARNING AND CREATIVE PLAY.
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IRS990/ProgSrvcAccomActy2Grp/Desc0EDUCATION PROGRAMMING ENRICHES THE VISITOR EXPERIENCE THROUGH CLASSES, DROP-IN ACTIVITIES, RESIDENCIES, SPECIAL EVENTS, AND FACILITATION OF THE VISITOR EXPERIENCE IN THE MUSEUM'S EXHIBIT GALLERIES. PROGRAMS PROVIDE DEEPER ENGAGEMENT FOR VISITORS IN THE MUSEUM'S CORE INITIATIVES OF ARTS, SCIENCE AND INNOVATION, CULTURE AND HISTORY, HEALTH, SUSTAINABILITY, EARLY LEARNING, AND ACCESSIBILITY. THE MUSEUM USES ITS PROGRAMS TO EXPRESS ITS VALUES, INCLUDING THE IMPORTANCE OF PLAY, CREATIVITY, RESILIENCE, SENSE OF PLACE, CRITICAL THINKING, AND COLLABORATION. DURING FY2021, THE MUSEUM EDUCATION TEAM ANIMATED SPACES THROUGHOUT THE REGION OUTDOORS AND ONLINE, AND RESTARTED ONSITE PROGRAMMING IN MAY 2021. MCM SERVED 7,000 CHILDREN AND FAMILIES ON SITE AND PRODUCED OVER 500 PROGRAMS ON AND OFFSITE. AFTER CLOSING THE MUSEUM DUE TO COVID-19 ON 3/13/20, THE MUSEUM PRODUCED 130 ONLINE PROGRAMS AND PROVIDED OUTDOOR SIDEWALK GAME INSTALLATIONS IN 64 NEIGHBORHOODS. THE MUSEUM STRIVES TO SERVE EVERY CHILD, REGARDLESS OF ABILITY, CULTURE, OR ECONOMIC BACKGROUND. CONSISTENT WITH PRE-COVID, THE ACCESS FOR EVERYONE PROGRAM HISTORICALLY AND CURRENTLY PROVIDES ACCESS FOR NEARLY 1/3 OF ALL VISITORS THROUGH FREE AND LOW-COST ADMISSIONS, MEMBERSHIPS, OUTREACH PROGRAMMING, AND EVENTS.
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IRS990/ProgSrvcAccomActy3Grp/Desc0WHEN THE MUSEUM CLOSED ITS DOORS ON MARCH 13 2020 DUE TO THE PANDEMIC, MARKETING ACTIVITIES PIVOTED TO HELP PROVIDE ONLINE CONTENT AND TO PROMOTE NEW OUTREACH ACTIVITIES SUCH AS MCM ROADSHOW'S SIDEWALK SURPRISES PROGRAMMING. MARKETING STAFF ALSO TOOK ON A GREATER ROLE IN DEVELOPMENT SUPPORT AND COMMUNICATIONS FOR FUNDRAISING. MARKETING AND COMMUNICATIONS PROGRAMS HELP THE MUSEUM MEET ITS MISSION BY DEVELOPING AND DELIVERING INFORMATION ABOUT EXHIBITS, PROGRAMS, AND SPECIAL EVENTS TO CONSTITUENTS THROUGHOUT SOUTH CENTRAL WISCONSIN. THE MUSEUM USES A VARIETY OF COMMUNICATION METHODS INCLUDING ITS WEBSITE, SOCIAL MEDIA, EMAIL, PUBLIC RELATIONS, ADVERTISING, AND PRINTED COLLATERAL MATERIALS TO SPREAD THE WORD ABOUT MUSEUM ACTIVITIES. EXHIBIT SIGNAGE AND MANY MUSEUM PUBLICATIONS INCLUDE BOTH ENGLISH AND SPANISH VERSIONS. MARKETING AND EDUCATION TEAMS WERE COMBINED AS VISITOR SERVICES FOR ALL FRONT-FACING STAFF TO ENSURE EXCELLENT CUSTOMER SERVICE, EFFICIENT CASH-HANDLING AND CONSISTENT DATA-TRACKING. THE MUSEUM'S ROBUST FACILITY RENTAL PROGRAM (TYPICALLY 120+ WEDDINGS, BUSINESS RENTALS, AND OTHER EVENTS) WAS PAUSED IN MARCH 2020, AND WILL CAREFULLY RESTART WHEN POSSIBLE. THE MUSEUM ACTIVELY COLLABORATES WITH THE DOWNTOWN BUSINESS IMPROVEMENT DISTRICT, GREATER MADISON CHAMBER OF COMMERCE, AND GREATER MADISON CONVENTION & VISITORS BUREAU -- AND MANY OTHER GROUPS SUCH AS THE BLACK, LATINO AND LGBTQ CHAMBERS OF COMMERCE -- TO EXPAND ITS REACH THROUGH STRATEGIC PARTNERSHIPS.
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