The document discusses a crowdfunding campaign by the Palazzo Madama museum in Turin, Italy to purchase an antique Meissen porcelain tea and coffee service. The campaign raised over 96,000 euros from 1592 donors between January and March 2013 to acquire the historic service, which was part of the original collection of the museum's founders. The document outlines best practices for successful crowdfunding campaigns, including having a high quality project, engaging the community, telling compelling stories, and evaluating campaign metrics.

1. MUSEUM+HAPPINESS=MORE
HAPPINESS
a museum crowdfunding experience
PALAZZO MADAMA TORINO
@palazzomadamato @carlotta_ma
Museum Next 2014

4. (*Wanna tweet this slide? The hashtag is #museumgopink)

5. Set up in 1861, the museum opened to the public on 4 June 1863.
On 4 June 2013, Palazzo Madama turned 150. Time to...
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tbn1.gstatic.com/images?q=tbn:ANd9GcTVYNQ7O8gMicbdLCV4TDvyBJxODQAR462frz5nCx0nC5_dmoAv

6. Dan Perjovsky drawing for Palazzo Mad(ama), 2012

7. Mario Merz, Che fare?, 1968. GAM -
Gallery of Modern Art, Turin

8. Crowdfunding esempi

9. https://www.flickr.com/photos/annaokay

10. • Bonhams, London
• Marouf Collection sale
• 42-piece Meissen Porcelain service, about 1730
• Price: £66,000 (€80,000) to be raised by 31 March

11. OUR TOMB RAIDER

12. We decided to buy this

13. Number of donations:
1592
Total amount
raised:
€ 96,203.90
(£ 77,741.45)
31 January –
31 March 2013

14. 4 steps
Quality (RECOGNISE IT)
Community (INVOLVE THEM FOR
REAL)
Storytelling Strategy (KEEP YOUR
PEOPLE IN MIND )
Evaluation (BEFORE, DURING,
AFTER)

15. 1.
Quality of the work
Identity and aesthetic values
An exciting story to tell

16. 2.
Community
Create a “warm fuzzy” feeling
*No kittens were
involved in this slide.

18. 3. Storytelling.
There is always a story worth telling

19. Once upon a time…
(a long, long, long time ago)
Augustus the Strong,
Elector
of Saxony and King of
Poland
(1670-1733)
A king with a dream:
to find the secret of
‘white gold’:
porcelain
Pietro Roberto
Taparelli, Count of
Lagnasco (1659-
1732)
A young noble son
of Piedmont, a
diplomat in search
of his fortune in
Dresden.
Emanuele Taparelli
d’Azeglio (1816-
1890)
A collector of
wonders, heir to one
of the most
important Italian
families, director of
the Museum from
1879 until 1890
Service for tea, coffee and
chocolate, with the
d’Azeglio family crest,
Meissen manifacture,
about 1730
A precious antique
porcelain service, lost to
the world for hundreds of
years.

20. …a service for COFFEE and TEA

21. «Je déjeune moi-même dans une tasse favorite qui
represente aussi une grande feuille de lotus…»
Emanuele to his mother Costanza d’Azeglio, 1843
«Click and share your
favourite cup»
About 400 pics of cups sent by
Instagrammers around the world

22. Small transportable boxes
Big donation boxes
Website
NEVER FORGET THE «REAL
VISITOR» (on average 50/60
years old)

23. 4. EVALUATION
It’s always a good time for metrics
*run now or ever.

24. Amount of donations (euros)

25. Type of donation Web donations and donations in boxes
Number of donors by week Amount of donation by week

26. Comparison between numbers of donors and social media activity

27. Emotional bond
Be part of a community project
Protect a common good
Love for my city/italian culture
In memory of the D’Azeglio family
Enrich the museum’s collection
Personal gratification
Which of these statements best meets the reasons that led you to donate?

28. YES, WE CAN.

29. THANK YOU ALSO
FROM THE 1592
OWNERS OF THE
D’AZEGLIO
SERVICE.
(they know I’m here
today and they’re very
proud)