Heartfelt passion, mixed with heavy doses of reality

Scott McGaughMarketing Director

Live the Adventure, Honor the Legend 2

Sharing the Midway ExperienceUnique to San

DiegoUnique to

California12-Year

MarathonForthcoming

HNSA

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The Olympia SituationExisting

organization?By a start-up?Regardless,

Tens of Millions of Dollars Are Needed

Against this backdrop…

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In the News: Saving Battleship TexasNo longer

“seaworthy”$25 million to save it23 years since partial

repairs63 years after arrival6 years to complete275 visitors a day

Against backdrops like this, what did Midway learn in building public awareness and

support?Live the Adventure, Honor the Legend 5

Who Was Vital to Our MissionWhich decision makers?NAVSEA, USNThe public? Donors? We

kept the following in mind:Grandparents of teens:

can be born after WWII35-year-olds: born after

Vietnam20-year-olds: born after

Operation Desert Storm90% haven’t served45% have no family

veteran<1% currently serve

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Where We Focused EffortsOur 20-60-20

philosophyUnderstanding our

communityWe focused on

staying focused, with a plan

Applied to public support and contributions

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Public Support & FundraisingBasic blocking &

tackling was crucialRushing was deadlyThe public,

regulators, key influentials & prospective donors…

asked the same questions

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Did We Have Good Leadership?The leadership’s

credibilityThe required skillsThe right social,

political, and civic contacts

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What Would Run Us Aground?LocationCostTimetableTransfer conditions

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What Was Our “Business” Plan?Nonprofit / donation

model?Successful business

model?Understand what we

wanted to become and why

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The Museum Experience Plan?Display cases, “Do

Not Touch” ?Degree of

interpersonal interaction?

The Midway decision:

PIE2

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Were We Ready for Operations?Different kind

of leadershipDifferent skill

setsCan be a

painful transition

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What’s Your Fundraising Strategy?General public?$1,000’s &

$10,000’s?Aim for one or more

veins?

Could we educate, inspire, and then ask for financial

support?

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Looking Back on Midway - I

Our noble vision was

commendable, but it had to be grounded in

economic reality.

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Looking Back on Midway - II

It was a marathon,

not a sprint.

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Looking Back on Midway - III

We had to approach it every bit as

much a business as a noble cause.

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Looking Back on Midway - IV

Key learning: was our appeal

emotional or intellectual in nature?

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Looking Back on Midway - V

We could lead with our heart, but had to be armed with

sound research and solid

sustainability planning.

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Questions? We’re Ready.