Measuring nonprofit marketing strategy performance: the case of museum stores

Marketing activities in museum stores offer significant opportunities to evaluate distinct strategies and their related performance in a nonprofit setting. Whereas the museum store was originally intended to provide financial support for the institution with which it was associated, it now provides an educational or mission-related opportunity as well. This research identifies financial and educational museum store strategies and then measures effectiveness in terms of those strategies, providing a measurement for perceived educational performance based on findings from museum stores in America. Implications for museum marketers, museum retailers, nonprofit marketers, and retail marketers involved with social causes are presented.