Magnetic: The Art and Science of Engagement

Magnetic describes an institution with a powerful internal alignment and a compelling vision, allowing it to attract the critical resources for organizational success: talented and committed people; loyal and engaged audiences, donors, and stakeholders; a positive reputation and powerful goodwill; and the financial capital required to sustain programmatic excellence and growth. Authors Anne Bergeron and Beth Tuttle analyze six U.S, museums that embraced a shift in philosophy and set a course of stakeholder, audience, and community engagement. Their ＂magnetic＂ quality provides a model for all types of organizations--from corporations to nonprofits--that want to maximize engagement with their customers and develop their true public service potential.

Anne Bergeron is associate director of external affairs at the Dallas Museum of Art. Beth Tuttle is president and chief executive officer of the Cultural Data Project.