Museum Digital Strategy: Examples and Resources


A showcase of digital strategy documents and related resources from leading museums, cultural organisations, etc;

This reading list is part of our Digital Strategy for Museums Guide.  

Museum-Related Digital Strategy Examples

Tate Digital Strategy 2013-15

Tate Digital Strategy Update 2016

Science Museum Group Digital Strategy 2015-17

Arts Council (England) Digital Policy Plan Guidelines 2016 (pdf)

Smithsonian Web and New Media Strategy 2009 (pdf)

Smithsonian Digitization Strategic Plan 2010 (pdf)

National Portrait Gallery Digital Strategy 2016 (pdf)

Next Steps in the Met's Digital Evolution 2015

National Archives (US) Social Media Strategy 2017-20 (on Gitbhub)

UK Government's Transformation Strategy 2017 (weblink)

A digital strategy for public-facing UK Government services. 

Europeana 2020 Strategy

The 2015-2020 strategy for Europeana

UK National Archives Digital Strategy 2017-2019

Museum-Related Digital Strategy Resources

How to Uncross a Director's Arms by Maxwell L. Anderson (online video)

What do museum directors want? And how can the people running their digital programmes help them get it? A concise, funny and insightful guide from the most digitally engaged of the current generation of museum directors.

Getting $*IT Done: Implementing Your Digital Strategy (MCN2015) by Jane Alexander, Douglas Hegley, John Gordy and Bill Weinstein (slideshare)

A report from leaders of digital programmes at four prominent US art museums, the National Gallery of Art, Cleveland, Philadelphia and Minneapolis.

Understanding Museum Visitors' Motivations and Learning by John Falk (pdf article)

Who visits museums and what do they want to get out of the experience? John Falk offers an explanation (and an approach) that cuts through the marketing speak and points us in genuinely useful directions. 

Art UK: An unexpected case study in innovation strategy by Alex Morrison (on

How Art UK, an independent British charity, has leveraged its way to international prominence by pursuing a systematic step-by-step digital strategy.  Possible inspiration for similar programmes elsewhere. Written by the author of this guide who is also a trustee of Art UK.  

Leading Digital Transformation: Recommendations for Charity Chief Executives by Katie Smith, Alex Morrison and Fay MacDonald (pdf article)

What can charity and non-profit chief executives do to help their organisations prosper in an age of digital transformation?   

We asked people running digital programmes in major UK charities for their perceptions of how digital was being handled and then we turned the questions round and did the same with chief executives.  

What we found was general agreement about the critical importance of addressing the digital agenda properly.  But this agreement was undermined by mutual frustration. Too many demands on the one hand and not enough evidence for decision-making on the other. 

Our report reviews the evidence and, based on its findings, makes six recommendations that will help charity and non-profit chief executives lead digital transformation.