The Hammond Museum and Japanese Stroll Garden

Three-year Strategic Plan (2021-2024)

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INTRODUCTION

 

With the generous support of the Japan Foundation Center for Global Partnership Grant Program for U.S.-Japan Grassroots Exchanges under COVID-19 Challenges, the Hammond Museum and Japanese Stroll Garden launched a new Education Initiative for secondary school students and educators and prepared a detailed and comprehensive three-year Strategic Plan to significantly increase our membership and financial resources. This document is a summary of our recent accomplishments and future plans. 

 

For more information, please contact info@hammondmuseum.org.

 

INITIAL EFFORTS - 2020

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Encouraged and inspired by our collaboration with the Japan Foundation, the Hammond Museum and Japanese Stroll Garden has been making steady progress in the initial steps of its three-year strategic plan. As of December 31, 2020, the following will have been accomplished:

 

Membership and Donor Programs

 

1. Culled all existing membership data and initiated the process of updating and unifying all data towards the goal of creating lists that facilitate communication with and accounting of members and visitors and are meaningful for the Hammond’s growth based on current plans for the next three years.

2. Developed criteria for a Donor’s List and made initial outreach to existing and potential new members to discuss enhanced participation.

3. Targeted new constituencies for future membership, including educators - teachers, students, schools; garden - arts and conservation; science - astronomy and the sky; clubs - judo, kendo, taiji quan, Netsuke Society, Japanese social groups, and so on.

4. Sought donations from existing members and new donors in connection with ArtsWestchester Matching Grant Challenge, which matches all new donations made between September 23-December 31, 2020.  This was done through individual outreach, appeals during online programs and events, and through three Giving Tuesday online solicitations via Constant Contact.

 

Funding from Government Fulfilled by December 31, 2020

 

1. Westchester County Industrial Development Agency (IDA) Grant for Personal Protective Equipment

2. ArtsWestchester Basic Program Support Grant

3. ArtsWestchester Challenge Grant

4. Zoos, Botanical Gardens and Aquariums Grants Program (ZBGA), administered by the New York State Office of Parks, Recreation and Historic Preservation

 

Funding from Private Foundations Fulfilled by December 31, 2020

 

1. M&T Bank Support Grant (one year)

2. Japan Foundation Hammond Museum and Japanese Stroll Garden Education and Outreach Project (September – December 2020)

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Outreach Initiatives and Collaborations Fulfilled

 

1. Enlisted new promotional outlets, including auction houses and Japanese art galleries in New York City, news organizations throughout Westchester County, and local businesses, among others, to publicize the Hammond’s online 54th Moon Viewing Festival held on September 26th, 2020.  

2. Prepared and delivered one new online cultural program in December, free with registration to all: Jizō - Our Buddhist Protector: Japan’s Popular Deity and Guardian of the Hammond Museum, Friday, December 18, 2020 at 10am. This program, as well as additional ones scheduled for 2021, were organized to engage a wider audience and provide engaging and informative programs for existing members.

3. Received a donated printing press on November 8th, which will make possible a new category of art programs at the Hammond.

4. Received a donation of a large collection of reference books about Japanese and Chinese art and culture, which will enhance plans for a research center.

5. Initiated meetings with the nonprofit organizations EngageAsia and the Donald Keene Center to begin discussions of plans for collaborative programs.

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YEAR ONE (2021)

 

The Hammond has been undergoing a process of active change and revitalization.  The garden refurbishment project, which has received generous support from the Japan Foundation, is a central component of this project, and we are eager to begin this work in 2021. 

 

For the Hammond to realize its full potential, an intensive amount of cleaning, repair, and reorganization of physical space is urgently needed.  The art facilities, namely the ceramic and printing press studios, need work for them to be fully functional.  Natalie Hammond’s art collection should be cataloged and organized (in addition to the archival arrangements already funded.)  We are committed to starting this effort in early 2021 with the internal review of a thoughtful and comprehensive action plan.  At the same time, we will launch the new year with intensive cleaning of the museum spaces and classrooms.  In order to repair and update our facilities, an energetic financial fund-raising campaign will also start immediately.  We will actively explore all avenues of potential support, including the efforts described below, as part of this multi-year endeavor.  We hope to document this process with photos and records as we go.  In addition, because the Hammond is devoted to serving its members and visitors, our activities and programs will not only continue simultaneously but will also grow in number and in variety.

 

During this first year, our attention will remain primarily local.   As described above, we will focus on the Hammond’s physical space, current and nearby members and visitors, and collaborations based primarily in the tri-state area.  Our planned review of our current price structures will benefit from information from similar institutions in our vicinity.

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Membership and Donor Programs

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Members are the backbone of the Hammond community. While the constituency has been steady over the years, there is presently considerable need to upgrade and modernize many facets of the ways in which the Hammond manages and interacts with its members. With a new effort to organize, complete, and refine the membership database, we can better serve and communicate with our members, benefit from a more comprehensive understanding of our members, and understand the people within our constituency who may have the financial capacity to increase philanthropy to the Hammond.  We also plan to revisit and reconsider our current membership categories and prices, as well as the ways in which they are presented (on the Hammond website and onsite).  To grow significantly our number of members, the Hammond has several initiatives planned that include an array of appealing online programs, celebrations of Japanese festivals, invitations to groups with interests aligned with the Hammond, expansion of our popular Artist Membership program, Hammond clubs for special interests and age groups, and special outreach of dedicated Hammond supporters.  We also plan to enhance our communication efforts for members and media outlets, and to make full and engaging use of social media.

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Funding from Government and Private Foundations

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As a community-based institution, the Hammond has historically attracted funding interest from government and private foundation sources. Looking ahead, we plan to strengthen these relationships as we continue to execute our three-year strategic plan. In addition to fulfilling the current grants listed below, we will actively seek out and apply to several additional Government and Private Funding sources.

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Fulfill Existing Government Funding

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1. ArtsWestchester Basic Program Support Grant

2. Greater Hudson Archive Grant to study archival conditions and process of materials in Hammond Collections Room (one-year)

3. Zoos, Botanical Gardens and Aquariums Grants Program (ZBGA), administered by the New York State Office of Parks, Recreation and Historic Preservation

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Fulfill Existing Private Foundation Funding

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1. M&T Bank (one-year term)

2. Japan Foundation Garden Revitalization Grant (one-year term, postponed from 2020)

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Corporate Sponsorships

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In addition to government and foundation grants, there exists new potential for the Hammond to grow its portfolio of corporate sponsors. Initially, we will continue to develop relationships with local companies, as well as work with Japanese corporations and companies in the arts for programming collaboration, communications support, and potential visits to the Hammond for corporate retreats.

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Collaboration Initiatives

 

Between its mission, network, and community, the Hammond has many opportunities for interesting collaborations with institutions in the greater New York area. We intend to enhance existing collaborations, in particular with the Schoolhouse Theater, and actively reach out to other cultural organizations in the tri-state area with mutual interests and goals.  Additionally, there are many exciting potential opportunities with organizations that assist people with disabilities, including developmental disabilities, dementia, and others, for guided visits to the garden and museum.

 

Alternative Income Streams

 

No matter their size, museums across the globe have been finding new and relevant ways to adapt to changing financial and experiential landscapes. The Hammond has been learning from these examples and is exploring ways to generate alternative and innovative income streams in order to further its mission. While in the planning stages, this category will expand as Covid-19 fades and we are able to reopen to visitors.  A few initiatives include revamping the gift shop, exploring the possibility of offering refreshments for sale, and making the Hammond available for wedding photos, photography classes, movie shoots, and private meetings.

 

YEAR TWO (2022)

 

Once we have laid a firm foundation for our future and have developed an effective process to identify and apply for grants, increased our membership base, and initiated the critical revitalization of the museum and garden, the second year will be dedicated to stewarding and building upon our progress.  Having taken care of basic cleaning and repair in 2021, we anticipate undertaking additional needed repairs in 2022, alongside continued refurbishment of the garden. 

 

While we focused locally in 2021, reaching out to members, donors, corporations, and collaborators in the tri-state area, in 2022 we will turn our attention to expanding awareness of the Hammond and forging connections with individuals and institutions throughout the United States and Canada.

 

Membership & Donor Programs

 

In Year Two, the Hammond’s Membership Program will continue to grow, building on the initiatives launched in Year One, so that existing members are actively engaged with the Hammond and new members are continually attracted. Plans include additional online and onsite lectures, programs, and art classes; a New Year Program and Japanese Culture Day; more concerts and performances; facilitated travel to the Hammond; and a special tour to Japan to experience gardens there.

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Funding from Government and Private Foundations

 

Year Two will see the Hammond not only expand our government and foundation partnerships, but also advance our ability to communicate the value these grants have provided to the Hammond and its constituency.

 

Corporate Sponsorship

 

Corporate sponsorships will continue to be a priority in Year Two, and we anticipate learning more about how to manage and grow these partnerships, applying these lessons to new opportunities going forward.

 

Collaboration Initiatives

 

As we build on the Hammond’s earlier collaborations, we expect that with experience, these relationships will evolve and expand.  Further, as we gain new partners in our area, we will increase the number and variety of active collaborations. We also plan to start to seek out and initiate collaborations with organizations beyond the tri-state area in Year Two.

 

Alternative Income Streams

 

The results of our efforts in this area during Year One will significantly influence how we proceed in Year Two, as we learn what is effective and efficient and what is not.  While reliable income streams are of critical importance, the Hammond’s primary concern is always our visitors’ experience.   Some areas of consideration include food service, special fund-raising events for both the Hammond and the museum’s art programs, and exchange tours with other local gardens.

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YEAR THREE (2023)

 

By the end of 2021, we anticipate that the Hammond Museum and Japanese Stroll Garden will be in improved physical shape, that a broad array of appealing programs and events will be available for visitors, and our internal organization will be efficient and well organized.  Certainly, new opportunities and ideas will present themselves along the way and we will not hesitate to consider any worthwhile endeavor.  Therefore, we hope that our third year of revitalization and growth will include changes that we do not yet anticipate.  

 

To continue the trajectory of growth begun earlier, in 2023 we anticipate beginning to seek out relationships and programs that are connected to East Asia more broadly (i.e. include Chinese and Korean culture) and to start to forge connections with individuals and organizations in Japan.

           

Membership & Donor Programs

 

By Year Three, we plan to solidify many of the new initiatives for members of and donors to the Hammond. We anticipate a fully formalized new experience for these constituencies which will continue to blossom during the years ahead.  We anticipate adding programs that explore a wider range of East Asian topics, initiating an annual gala, expanding our concert and performance roster, making available traditional Japanese clothes to wear in the garden, and hosting a special tour to Japan.

 

Funding from Government and Private Foundations

 

Year Three of the strategic plan will play an important role in maintaining many of the government and foundation funding partnerships established in Year Two. In this way, the Hammond will be in a strong position to continue attracting funding from these important sources.  We will investigate if our new initiatives make the Hammond eligible for any other grants.

 

Corporate Sponsorships

 

As with other initiatives, we anticipate that sponsorships gained in Years One and Two will generate new opportunities that we can explore in Year Three.  The improvements made to the Hammond during the previous years will, we hope, strongly appeal to new corporate sponsors.  We particularly anticipate seeking sponsorship from companies in Japan, both to help provide appealing goods for Hammond visitors and to support our anticipated Garden Tour in Japan.  Companies with Chinese and Korean cultural connections will also be approached as suitable.

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Alternative Income Streams

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With new funding, constituents, and collaborative relationships in place, Year Three will be an interesting point for alternative income streams. The Hammond will capitalize on this momentum by adding to the initiatives established in Years One and Two.  It would be worthwhile to review our income-generating activities at that point and assess what has worked most successfully, so that we are clear about the best endeavors to pursue.

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CONCLUSION

 

We understand that the objectives listed in our strategic development plan are ambitious.  However, we believe that the Hammond Museum has the potential to achieve these goals and more.  With expanded resources, which we plan to seek out with creativity and determination, the Hammond can become an important and appealing center for Japanese cultural exchange and for education about Japan in schools and beyond, a vibrant place for engaging art exhibitions, and a welcome and serene natural oasis in a hectic world. 

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