Funding the Future

Running a children's museum can be exhilarating—until you realise you need money. All of the wonder, discovery, and magical “aha!” moments can quickly become deflated once dollars and costs start being assigned. Between staffing, building maintenance, and custom galleries, the financial side can quickly feel overwhelming. Whether you're an emerging museum planning your first big project or a long-established institution launching a new gallery, fundraising comes with its own unique challenges.

To dig into some real-world strategies, we spoke with Ainslie Brosig, Executive Director of the expERIEnce Children’s Museum in Erie, Pennsylvania. Ainslie has spent years cultivating partnerships, transforming her museum’s reputation, and building lasting community support. Her insights reveal how creativity, persistence, and a personal touch can turn fundraising into a rewarding part of the process.

The Right People

For Ainslie, successful fundraising starts with finding the right partners. She looks at upcoming exhibits and thinks about which local companies or organizations naturally align with those themes. She shared how a plastics company came on as a major sponsor of their recycling focused ball gallery, explaining, “I define what their passion is or what their business is and connect the dots.”

That kind of alignment makes sponsorships feel purposeful rather than transactional. To complement this approach, Ainslie keeps a “wish list” board filled with potential partners and ideas to revisit as new opportunities arise. Many of these relationships develop slowly, starting with small donations or event sponsorships before growing into larger collaborations. Throughout it all, she keeps things personal—sending handwritten notes, expressing gratitude, and sharing updates that keep donors connected to the museum’s journey.

Make it Personal and Appealing

Once you’ve secured an audience with a potential sponsor, the goal shifts to relationship-building. Ainslie believes in a direct and authentic approach. “I genuinely want them to come see the museum and I genuinely want them to see why they should support it. I want them to see what we do and if it's not a good fit, that's fine too, but I want them to at least be exposed to the opportunity.”

That honesty resonates. She avoids anything that feels like a sales pitch, focusing instead on showing donors how their support fits within the museum’s mission. For many companies, sponsorships are part of their community outreach or marketing strategy—an opportunity to connect with families, boost visibility, and show civic pride. Employees often take pride knowing their workplace is helping create joyful, educational experiences for local children.

There are also financial benefits that make sponsorships appealing. “That's one of the biggest bonuses for a business to donate to a nonprofit is there's earned income tax credit dollars that they can get. So a lot of our exhibits are sponsored using those tax credit dollars.” Ainslie encourages museums to explore state-specific programs and incentives that could help maximize these partnerships. By communicating both the emotional and practical value of supporting your museum, you create a compelling reason for donors to say yes.

The expERIEnce Story

When Ainslie first stepped into her role, the expERIEnce Children’s Museum was struggling. “There was nobody that worked here. It was me. I worked the front desk and my husband was the maintenance guy. I had a baby that was one and a toddler that was five. They would come every night, my husband would fix exhibits, and they would run around. Really, we've come such a long way.”

Through hard work and vision, that began to change. A turning point came when a prominent grocery store agreed to sponsor a pretend-play grocery exhibit. The partnership gave the museum a fresh sense of energy and legitimacy. Combined with cleaning, painting, repairing, and updating the space, it sparked a wave of community support. Attendance and membership soon tripled, paving the way for a $19 million campaign to expand into a new space and renovate the museum.

Today, the expERIEnce Children’s Museum welcomes around 130,000 visitors annually and stands as a vital part of the Erie community. Its success story shows that fundraising is about much more than dollars—it’s about relationships, reputation, and the belief that a shared investment in play can shape a stronger community.

The Community “Why”

Through all the challenges and growth, Ainslie never loses sight of one guiding principle: know your “why.” “What are you going to do for your community? Children's museums have to be looked at as a resource, an asset. We have to start changing the way we think about ourselves. It's not a recreational tool. It's really a vital piece to helping to educate the next generations of our community.”

That sense of purpose drives every conversation with potential sponsors. Understanding how your museum fits into the community’s ecosystem helps you tell a more meaningful story about why it matters. Ainslie regularly follows local news and listens to families to stay in tune with the needs around her. This awareness helps her position the museum as a resource, not just a destination.

Having your “why” clearly defined also helps when reaching out to donors. A simple one-pager outlining your mission, impact, and community value can be surprisingly powerful. It doesn’t need to be flashy—just sincere, clear, and rooted in your purpose. That authenticity builds trust and helps others see the heart behind your organization.

Final Takeaways

Raising funds for a new gallery will always come with its share of challenges, yet it also offers opportunities to deepen community connections and share your museum’s story. Ainslie’s experience shows that persistence, creativity, and genuine relationships can transform fundraising into a meaningful part of the process.

Finding the right people, building trust, and staying true to your “why” are at the core of every successful campaign. Behind every playful gallery and every spark of curiosity, there’s a network of people who believe in what the museum could become—and that belief is what truly keeps the doors open.

Ainslie hosts a Fundraising Friends Monthly discussion- where fundraising professionals with all levels of experience come together to share ideas, strategies and encourage each other.

To join, email her at Ainslie@eriechildrensmuseum.org

Raising support for your museum is always a journey—what approaches are you finding most effective? Share your insights on LinkedIn!