Grand Rapids Art Museum (GRAM) partnered with Benefactor Group in 2019 to assess GRAM’s potential to launch a campaign to provide free admission for all, fund capital renovations, strengthen the endowment, create a bridge fund, and cover project and campaign expenses. Benefactor Group consultants conducted 33 interviews and facilitated two focus groups to understand the perceptions of the organization, response to the appeal of the plans, and the response to the project’s potential to attract leadership gifts and campaign leaders. Based on the study results, Benefactor Group consultants recommended GRAM start with a focused, accelerated campaign to secure $20 million and maintain current admission practices while exploring increased access. GRAM then engaged Benefactor Group to provide campaign counsel.

In November 2020, GRAM expanded its work with Benefactor Group to include the development of the museum’s new strategic plan. With the help of the museum’s strategic planning task force, Benefactor Group identified learning objectives and developed discovery materials. The GRAM team conducted 20 interviews and seven focus groups, the results of which were analyzed by Benefactor Group. Based on the findings, Benefactor Group consultants developed the agenda for a two, half-day virtual board retreats. Board members and staff discussed relevant topics in a “World Cafe” format, with Benefactor Group consultants acting as facilitators. The retreat results were summarized in a report, which served as the foundation for the strategic plan. The strategic planning task force, with the support and feedback of Benefactor Group, continued the work to finalize the plan.