Over a year ago, NMBL Strategies began our relationship with America’s Black Holocaust Museum as it looked to align its future with a strategic plan. This marked a changing point for the foundation as it set in motion the work to prepare to welcome the public to the reopening of the physical museum space located in downtown Milwaukee. This strategic plan aligns the next 3-5 years of the museum’s operation with its community, visitors, and donors with actionable goals and objectives. A little less than a year after beginning our work with America’s Black Holocaust Museum, the museum reopened its doors and can now look forward to welcoming guests for generations to come. During that time we got to see the museum transformed from a virtual to a physical space supported by a growing team and the receipt of a $10 million anonymous donation as well as broad community support. NMBL is grateful to have helped with strategic planning and grand reopening plans for such a critical Milwaukee institution, working to realize Dr. James Cameron’s vision of creating a space for reconciliation and healing in order to promote a more united community. As we look back at over a year of progress and incredible transformation, we wanted to share some thoughts from the NMBL team after reflecting on our work with ABHM.

Why was NMBL the right fit for ABHM?

NMBL has the right museum experience to help guide the work already started by Dr. James Cameron. His life-changing experience led to Dr. Cameron wanting to educate everyone about under-told stories of African Americans as an integral part of American history. NMBL brought experience from numerous other museums to build upon the vision already established by Dr. Cameron and help guide the operational planning and financial structure of a business plan for the continued success of ABHM.
- Casey Jolley

When looking at the totality of experience of NMBL strategies, it’s a perfect fit. Our experience in opening and operating museums and the ability to share that knowledge with a start-up museum was an invaluable experience for both organizations.
- Dion Brown

What was the biggest challenge you faced?

One of the challenges was to open the museum despite the uncertainty of how the pandemic would play out. We had selected an opening date but then the new variant came about and we were wondering if we would be able to achieve the opening date selected.
- Dion Brown

What novel challenges were presented by this museum and how did you overcome them?

The museum has been closed since 2008 and many museums that have been closed for that long do not re-open. The passion from the volunteers, board of directors, and staff are apparent when speaking about how and why this museum needed to re-open.
- Casey Jolley

Working with a team that was accustomed to working remotely during the pandemic was challenging. Lots of the things that needed to be accomplished required boots on the ground. Once working with the team and expressing the pace/timeline we were able to move smoother.
- Dion Brown

What experiences did you draw on to bring insights to ABHM?

I drew on my experience of opening the National Blues Museum which required creating a tour guide for visitors; operational planning; hiring staff; and going from a blank canvas to having a physical museum space. I also relied on my experience of working on the opening of the new Gateway Arch museum which required an expansion of the space and whole new idea of how vistors would experience the space. This prepared NMBL for the unique challenges that are presented by opening a new physical space.
-Casey Jolley

What did NMBL bring to the table for this client that you believe made a difference in the client outcome?

The first thing we did with ABHM was to develop a vision based strategic plan that laid out short and long term goals and objectives, looking ahead 3-5 years. This placed the whole team on the same page when it came to making decision and accomplaishing their “to-do list.” We then created a membership plan that prioritized concisness and made the museum accessible for individuals and families. Finally, we crafted a sponsorship guide that gave the museum a path to talk to donors and create tangible items for Grand Re-Opening sponsorship.
- Casey Jolley

What was the most rewarding part of working with ABHM?

Seeing over 800 people come out on a snowy morning on February 25, 2022 (Also would have been Dr. Cameron’s 108th birthday) to see the Grand Re-Opening of such a historical institution in Milwaukee. To hear Dr. Cameron’s story, educational philosophy, and be able to share it with so many individuals and companies has been life changing.
-Casey Jolley

We hope that you enjoyed hearing our staff reflect on such a remarkable client experience because NMBL has both enjoyed its work with ABHM and enjoyed looking back on the progress the last year has shown. We look forward to seeing the bright future for ABHM and look forward to anytime we can see the museum in person (we recommend you go see it as well).

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