3-5 Year Planning Period (2026-2031)
Adopted by the Coolidge Standing Committee and Trustees of Forbes Library, June 2026
1. Financial Independence and Sustainability
Build a sustainable financial model that reduces dependence on single funding sources and creates long-term stability for museum operations.
- Build/grow museum endowment to provide predictable annual income
- Diversify earned income streams (admissions, programs, gift shop, facility rentals)
- Strengthen contributed support through annual fund, major gifts, and grants
- Create financial reserves for unexpected needs
Why This Matters:
The agency’s current financial situation is heavily reliant on municipal support, which results in limited financial flexibility and constrains both programming and necessary improvements. A strong financial foundation is crucial for the planned Capital Campaign in FY27, and the existing endowment is vital as it provides permanent support for core operations.
2. Redesign and Optimize Museum Space
Update and improve the physical museum environment to enhance visitor experience, improve artifact display, and make better use of available space.
- Update display cases (condition, lighting, security, accessibility)
- Optimize use of ALL space (including storage areas)
- Improve visitor flow and wayfinding
- Balance museum function with meeting room use
- Enhance patron comfort and engagement
Why This Matters:
The current display cases are showing their age and might not adhere to modern preservation standards, which is a concern as the visitor experience directly impacts both visitation rates and the institution’s reputation. Improving the efficiency of space utilization is also key to making more of the collection available to the public.
3. Complete Digitization Of Collections
Make the entire Coolidge collection accessible online to researchers, educators, and the public, regardless of their ability to visit in person.
- Digitize all collection items (documents, photographs, artifacts)
- Create searchable online database
- Develop educational resources using digital collections
- Integrate with other digital archives and presidential libraries
- Provide high-quality images for research and publication
Why This Matters:
Digitization of the collection expands access beyond physical visitors by supporting researchers who can’t travel to Northampton. It also protects fragile originals from handling and enables broader educational use by teachers and students. Ultimately, this initiative positions the museum as a modern, accessible institution and helps increase its visibility and national profile.
4. Broader Awareness and National Profile
Raise the museum’s visibility locally, regionally, and nationally; position Coolidge Museum as a significant resource among presidential sites.
- Increase local awareness in Northampton/Pioneer Valley
- Strengthen presence in regional tourism
- Build national reputation among presidential libraries/museums
- Enhance social media and digital presence
- Develop strategic partnerships
- Attract researchers and scholars
Why This Matters:
Many local residents don’t know the museum exists, and this low visibility limits visitation and support. However, a strong national profile attracts donors, researchers, and tourists. Positioning significantly affects the fundraising potential for the capital campaign, and a strong reputation supports all other priorities.
5. Campaign Readiness
Addressing and building the organizational infrastructure, policies, and capacity-building work that must be in place BEFORE launching a major capital campaign.
- Policies and campaign infrastructure
- Board & volunteer readiness
- Campaign planning & timeline
- Communications & marketing readiness
Why This Matters:
This priority directly enables the success of other priorities (financial sustainability, space redesign) by ensuring you can raise the funds needed.Capital campaigns frequently fail because organizations lack readiness, with common issues including a lack of clear gift acceptance policies, unprepared board members for solicitation, an uncompelling case statement, inadequate prospect research, insufficient fundraising infrastructure, and unclear goals.