Preserve and Inspire

Rebuilding a Museum’s Relevance Through Digital Transformation

When the George C. Marshall Museum and Foundation faced the loss of its primary physical engagement model, it needed more than a website refresh. It needed a way to sustain its mission, reach new audiences, and secure the funding required to support a fully digital future. I was brought in to help guide that transition.

The museum’s traditional model relied on in-person visitation, donor events, and physical storytelling. With those pathways disrupted, the organization risked losing both audience connection and critical fundraising momentum.

We rebuilt the website on a more robust CMS and reframed it from transactional to storytelling and fundraising

The Approach

I worked closely with leadership to reframe the museum’s digital presence as its primary platform for engagement, not just a supporting channel.

• Directed vendor selection and partnership
  Led the evaluation and selection of a digital partner aligned with the Foundation’s long-term vision, ensuring the right balance of technical capability and strategic collaboration.

• Rebuilt the website as a storytelling and fundraising platform
  Guided the redesign to create a more intuitive, narrative-driven experience that could engage both general audiences and prospective donors.

• Created a cornerstone donor narrative
  Designed and developed a campaign lookbook that translated the museum’s mission into a compelling case for support, helping leadership communicate the value of investing in a digital future.

The Outcome

The work repositioned the museum’s digital presence from informational to essential.

• Strengthened donor engagement through clearer storytelling and visual narrative

• Created a scalable foundation for future digital fundraising efforts

• Established a cohesive digital strategy to support long-term audience growth beyond physical constraints

Designed and developed a campaign lookbook that translated the museum’s mission into a compelling case for support, helping leadership communicate the value of investing in a digital future.