2025-2030
Strategic Plan
PRESERVING STORIES, INSPIRING FUTURES
Maryland's official museum of African American and African Diasporic heritage deepens its path as the state's beacon for authentic storytelling, community empowerment, and cultural celebration.
A Letter from the Executive Director
DEAR FRIENDS & SUPPORTERS,
In 2024, we boldly transformed our institution into the Banneker-Douglass-Tubman Museum, Maryland's official State museum on African American history and culture, elevating Harriet Tubman's legacy alongside Frederick Douglass and Benjamin Banneker.
Walking through our museum doors in Annapolis, I am walking on sacred ground, land once owned by Charity Folks, an enslaved woman who gained freedom and purchased the very site that houses our museum today.
For four decades, these walls have amplified the voices of African American civil rights pioneers, historians, visionary museum leaders, and artists who paved the way for Black history, art, and culture in our state.
Over the next five years, we're emerging from Maryland's best-kept secret into an essential educational lifeline and cultural anchor.
In this new chapter, we will stay true to our roots, but unapologetically bold in our practice; attracting vital resources and forging strategic partnerships that will fuel unprecedented growth and expansion. We're amplifying Black women's history, expanding youth programs, developing a new permanent exhibition, reactivating our library as a dynamic research hub and more. In this chapter, we are deeply connecting Maryland stories to the global African diaspora, ensuring every Maryland student, teacher, and family has access to authentic Black history that reaches beyond 1619; and inspires and empowers young minds and communities. The Banneker-Douglass-Tubman Museum isn't just preserving Black history, art, and culture, we're nurturing it and growing it for today and the future. This is our time.
Chanel C. Johnson
Executive Director Banneker-Douglass-Tubman Museum
About the Banneker-Douglass-Tubman Museum
The Banneker-Douglass-Tubman Museum is a component of the Maryland Commission on African American History and Culture (MCAAHC), an independent state agency committed to discovering, documenting, preserving, collecting, and promoting Maryland's African American heritage.
The Commission also provides technical assistance to institutions and groups with similar objectives. Through the accomplishment of this mission, the MCAAHC aims to educate Maryland citizens and visitors about the significance of the African American experience in Maryland.
Banneker-Douglass-Tubman Museum, 2024
Our Mission
As the State of Maryland's official museum of African American heritage, the Banneker-Douglass-Tubman Museum serves to document, interpret, and promote African American history and culture (particularly in Maryland) through exhibitions, programs, and projects in order to improve the understanding and appreciation of America's rich cultural diversity for all. The Banneker-Douglass-Tubman Museum is operated by the Maryland Commission on African American History and Culture.
Strategic Plan
Overview
Our Strategic Process
THE BANNEKER-DOUGLASS-TUBMAN MUSEUM STANDS AT A PIVOTAL MOMENT.
The next five years will transform how we serve our state, recasting Maryland's hidden gem into a nationally recognized leader. This strategic plan outlines our roadmap to become the premier destination for authentic Black history, while expanding our reach and deepening our community impact.
Learn about our research, process, and our iterative approach to change.

Meeting the needs of our communitY

After months of deep community research and engagement, the Banneker-Douglass-Tubman Museum (BDTM), in partnership with the Maryland Commission on African American History and our community across three key stakeholder groups, has developed a strategic plan that directly addresses the most critical needs shared from our stakeholders. Our research comprised of 61 anonymized survey responses and 18 individual community conversations with stakeholders, yielding both quantitative data and in-depth qualitative insights. Educational Crisis Response Maryland's teachers desperately need support teaching authentic African American and African diasporic history in an increasingly restrictive climate. The research revealed that 60% of educators face challenges with limited materials that do not present diverse perspectives, while teachers express feeling "afraid to teach certain histories." Our plan establishes BDTM as the state's premier educational resource to help fill the gaps. Educators Surveyed face challenges with limited materials Supporters concerned about the museum's financial sustainability Financial Sustainability in Uncertain Times One hundred percent of our supporters expressed concerns about the museum's financial sustainability. With current political threats to funding for cultural institutions, we must prepare for an evolving financial landscape. This plan focuses on diversifying our revenue streams to achieve a more resilient state-to-private funding ratio by 2030, establishing the financial independence necessary to weather any political climate. Statewide Community Access While we serve as Maryland's official African American heritage museum, many communities across the state cannot access our resources. Ninety-four percent of our current visitors reside in Maryland, with 54% located in Anne Arundel County alone. This plan will expand our reach throughout the state via satellite programming, digital platforms, and strategic partnerships, ensuring that every Maryland community can benefit from our expertise and collections. current museum visitors reside in Maryland stakeholders learn about us through personal referrals Authentic Community Space Our research consistently revealed the transformative power of our physical space and team. Stakeholders described feeling "guided" and "safe" in ways they struggle to find elsewhere. This is evident in our biggest awareness channel being through word-of-mouth, with 83% of stakeholders learning about us through personal referrals. Our plan aims to enhance this secular state-funded institution, described by visitors as a "sacred space", while distilling and deploying the communal elements of the BDTM to expand its impact statewide.

Our Methodology

We followed a proven methodology that prioritized authentic listening and collaborative visioning to identify our strategic initiatives. As a state institution, we recognize that our mandate extends beyond our walls to serve all Marylanders. Rather than planning in isolation, we chose to begin the process of developing a deep understanding of the community's evolving needs. This community-first approach ensures that our strategic direction reflects not only our institutional aspirations, but also the authentic priorities and genuine opportunities for impact, positioning us to best serve our community during the next five years. Planning Timeline This strategic plan is a culmination of months of research and preparation. Anchored in the museum's mission and vision, our extensive planning process was designed to center community stakeholder voices in our decision-making. FEBRUARY 2025 Phase 1: Internal Discovery & Visioning Deep internal reflection via team discovery sessions helped clarified identity, values, and aspirations. Through these conversations, the team established its ethos and the tensions between team capacity and our community needs. FEBRUARY - APRIL 2025 Phase 2: Comprehensive Stakeholder Research We implemented a robust research strategy targeting three critical stakeholder groups (Visitors, Educator, and Supporters) About Our Stakeholder Groups Based on the museum's current needs, we decided to prioritize learnings from the following stakeholder groups to inform our strategic initiatives. Museum Visitors experience our exhibitions and programming Youth Educators are teachers, librarians, and organizers serving young people Museum Supporters include both financial supporters and legislative advocates MAY 2025 Phase 3: Strategic Planning Workshops Armed with stakeholder insights, our team convened for several intensive strategic planning sessions, prioritizing initiatives through impact-effort analysis and developing our five-year roadmap. JUNE - AUGUST 2025 Phase 4: Implementation Planning We translated strategic priorities into actionable annual plans with clear metrics, timelines, and accountability structures.

OUR THEORY OF CHANGE

These strategic priorities identified work synergistically—expanded educational resources drive impact, which in turn increases our visibility and attracts diverse funding sources. Meanwhile, operational efficiency and historical preservation provide the foundation for sustainable growth. Success in one area amplifies success in others, creating a reinforcing cycle of impact and sustainability. Education Expansion Increase Visibility Attract Support

Voices of the Banneker-Douglass-Tubman Museum Community
Our strategic direction is directly informed by the feedback we have received from our stakeholders. Here's what they shared with us

Museum's Small Size Creates Big Space for Community-Building

Visiting the museum emerged as the undisputed first value moment for confirming this is the right fit BDTM_Community.mp4 VOICE OF THE VISITOR "It's so personable... everybody's really nice and kind. And so it turns into more of an experience than just going here to learn something new or whatever. It turns the whole process into an experience." VOICE OF THE SUPPORTER "It's very unique [compared to] other spaces that are much bigger, or have larger crowds; it's hard to find staff and find other things." VOICE OF THE VISITOR "The Banneker Douglas Tubman Museum felt more homey, like we could build closeness there."

Museum's Bespoke histories makeS all the difference

56% Say the museum offers historical knowledge not easily found elsewhere VOICE OF THE VISITOR "It's so personable... everybody's really nice and kind. And so it turns into more of an experience than just going here to learn something new or whatever. It turns the whole process into an experience." VOICE OF THE SUPPORTER "When they decided to build the museum in downtown D.C. I was like, I know they're going to put like all of black history in there, but then what was going to make me learn more about Maryland?" 67% Find the museum offers enriching cultural experiences in their region VOICE OF THE VISITOR ""When I go to Banneker-Douglass-Tubman Museum, it's not the Smithsonian. It feels more organic and resources are going to be less, and yet the optimization of the experience relative to the resources is a higher ratio than those organizations where you go in and they have loads of resources, but you're kind of like 'There it is.'" 63% Visitor survey respondents shared the museum helps them educate others about African American heritage VOICE OF THE VISITOR "The guided tour… connected to what they are learning through our inquiry unit and provided valuable information about our community and historical events. It also helped students better understand what is going on in our country today." VOICE OF THE VISITOR "Just seeing how Black people thrive and how we were so successful and part of history in the schools, and just all of that is what makes it worth going back."

A Place To Build Community

44% Find connections with like-minded community members 40% Find opportunities for meaningful intergenerational conversations BDTM_Plan_Small Size.mp4 VOICE OF THE VISITOR "It just felt more rooted in community, really, really, like having intimate relationships." VOICE OF THE VISITOR "My expectation here is: I'm going to see people I recognize and from the community; I'll see the same faces, which feels like family." VOICE OF THE EDUCATOR "I love the way that celebrating stories is so much of what you do, and that's such an important part of who we are, too, because we're story people." VOICE OF THE SUPPORTER "I see younger people reaching back and seeing older people. And this is something for your grandmother, your great-grandmother, your mother, and you. I mean, this is something [for] all four generations – and bring the baby, too." VOICE OF THE EDUCATOR "Intersectionality is so important, multi-generational is so important. I don't have to explain that to you all because you get that kind of community."

BANNEKER-DOUGLASS-TUBMAN 2025-2030
Strategic Priorities
Our Seven Strategic Priorities
1
Cultivate Our Staff and Volunteers' Expertise and Leadership
2
Build Educational Innovation Through Community School Partnerships
3
Establish BDTM as Maryland's premier African American and African Diasporic Cultural Destination
4
Amplify Historic Narratives Through Artist Driven Collaborations
5
Expand the Public's Access to our Collections and Archives
6
Enhance Our Physical Spaces and Infrastructure
7
Strengthen Financial Foundation Through Diversified Resources
Cultivate Organizational Excellence Through Our Team
Our seven strategic priorities focus the organization's mission and vision to address the needs and opportunities identified through our stakeholder research.

Cultivate Organizational Excellence Through Our Team

Investing in our team to nurture leaders and maximize community impact What We Heard Museum staff were consistently listed as our top differentiator, with stakeholders praising our team's expertise and approach. To maintain and attract the region's top talent, we need to develop a competitive people strategy that includes, but is not limited to, professional development and capacity building to meet the growing community demand. VOICE OF THE SUPPORTER "It's so personable. The people that volunteer or work there, everybody's really nice and kind. And so it turns [the visit] into more of an experience than just going here to learn something new or whatever. It turns the whole process turns into an experience." Our Goal Build a world-class team equipped to deliver on our expanding mission while maintaining the personalized approach our community values. KEY STRATEGIES Implement comprehensive professional development, expansive retreats, and training programs Increase opportunities for staff to foster and explore state, national, and global partnership opportunities Establish merit-based bonuses and advancement opportunities Upgrade staff offices and communal areas to increase museum activation and visitor engagement with staff Build leadership succession planning and strategically expand team capacity Developing the capacity of the Docent Tour Program to meet the needs of our growing visitorship

Build Youth Educator Resources Through Community School Partnerships

Becoming the definitive educational partner on African American and African Diasporic history and culture for Maryland's teachers and students What We Heard Seventy-three percent of educators surveyed aim to expand young scholars' knowledge through museum partnerships, while 60% face challenges due to limited materials that do not present diverse perspectives. Teachers need access to flexible, curriculum-aligned resources. As one educator shared: "Teachers are afraid to teach certain histories." To serve our mission and uphold all Maryland students’ rights to learn about the complex and dynamic history of the region, we must expand our toolkit of resources offered to youth educators both in and outside the classroom. What is a Community School approach? A method of transforming traditional public schools into neighborhood hubs that prioritize a holistic approach to improving educational outcomes. It recognizes the impact of education beyond the classroom, creating collaborative environments where schools, communities, and families work together to support student success. 1 National Education Association definition of Community Schools Our Goal Utilize the museum exhibits and collections to develop comprehensive educational resources and programs that support Maryland educators and inspire the next generation of cultural stewards through a Community School approach. KEY STRATEGIES Expand partnerships and develop programs with local educational organizations using a Community School approach Become a signature after-school provider for Anne Arundel County Public Schools, establishing additional locations throughout the county Co-develop STEAM-focused resources to accompany the launch of permanent and temporary exhibitions Assist Maryland Public Schools with curriculum development through teacher trainings Increase access to resources for underserved schools throughout Maryland, enabling them to visit the museum to engage in experiential learning Amplify digital collections and resources for educators and families on the new museum website Develop cross-cultural learning opportunities within our school and youth afterschool programs

Increase Visibility: Establish the Banneker-Douglass-Tubman Museum as Maryland’s Premier African American and African DiasporIC History and Culture Destination

View more

Dynamic Historical Storytelling: Amplify Historic Narratives Through Artist-Driven Collaborations

Celebrating contemporary voices alongside historical narratives What We Heard Our research revealed a strong appreciation across all our research groups for programming that creates space for people of all ages to see themselves reflected in our stories. Many mentioned our "different way of sharing history" that connects historical narratives to contemporary experiences. A key ingredient to this dynamic element is our engagement with Maryland’s important artist and maker communities, that brings new life to our collection, making it both engaging and relevant. VOICE OF THE VISITOR "It does a great job with the space that it has, utilizing visual art and telling of the history." Our Goal Establish ourselves as the premier platform for African American and diasporic artists in the Mid-Atlantic region by increasing access to our collection and providing artists with resources to reflect the full spectrum of our community's creativity and history. KEY STRATEGIES Develop an annual commission and residency program aligned with our exhibitions Create dynamic publications of artists' work that harken to our collection Host networking events and opportunities to nurture and promote artist communities Increase contractual opportunities for artists as program support and creative experts in programming and exhibitions Increase investment in exhibitions and exhibit programming Renovate the collection storage space for archives and art collections for increased preservation and research practices Build strategic partnerships with regional, national, and international arts and cultural organizations to elevate diverse African American and African diasporic programs and exhibitions

Expand Collection Access and Engagement

Becoming the definitive authority on Maryland's African American and African Diasporic history What We Heard 56% of visitors say the museum offers historical knowledge not easily found elsewhere. Community members consistently spoke about our role as keepers and tellers of stories that might otherwise be lost, with visitors describing “discovering gems" and "hidden stories" they couldn't find elsewhere. We aim to disseminate these learnings and stories beyond our physical boundaries. VOICE OF THE VISITOR "Folks can take a self tour or if someone is there, they can ask the questions and that type of thing. But it's a very easy, easy museum to navigate." Our Goal Establish ourselves as the premier research and preservation destination for Maryland's African American and African diasporic history, while making our collections and archives accessible to scholars and community members throughout the state. KEY STRATEGIES Grow the acquisitions program and budget to improve historical artifact preservation Reactivate the library program as a premier research center across the state and country Increase visibility of museum collections through a new online repository for digital access, social sharing, and dedicated collections programming Grow staff capacity to meet the demands of increased accessibility with an expanded collections volunteer program, a new librarian, and an archivist Launch advisory and planning boards for exhibitions, to inform museum strategies, and create best practices

Enhance Our Physical Space and Infrastructure

Creating accessible, inspiring spaces that serve as Maryland's African American and African Diasporic cultural anchor What We Heard Frequent visitors (visit the museum 3+ times annually) prioritize community connection facilitated by our space over other assets. In fact, 44% of stakeholders interviewed explicitly mentioned our striking physical space as a key differentiator. Visitors described our space as "wonderful," "beautiful," and "safe." To expand our access to all Marylanders, we need to enhance our accessibility capabilities and increase the community’s desire for expanded community gathering spaces. VOICE OF THE VISITOR "It's a wonderful place. It gives what it needs to give, and you can feel it when you walk in. And that's the most important part about it." "The space is so beautiful and interesting." "You have a wonderful space." Our Goal Transform our facilities to better serve our expanding mission while maintaining the intimate, sacred atmosphere our community values. KEY STRATEGIES Complete ADA compliance upgrades across all facilities Renovate the library and space for greater public access and scholarship Develop our new permanent exhibition with greater dynamic storytelling, increased representation of Black women's history, and a deeper elevation of African Diasporic roots in Maryland. Define a dedicated third space for community gatherings and classroom visitors Activate the new Banneker-Douglass-Tubman Museum name throughout the building

Strengthen Financial Foundation Through Diversified Sources

Building a sustainable funding strategy that ensures the museum’s legacy and weathers any political climate What We Heard One hundred percent of supporters interviewed expressed concern about the museum's financial sustainability, particularly given the current political climate's impact on cultural institutions. Our community cares about what we do and wants to increase their support of the museum, but need more insight into our needs and opportunities for engagement. VOICE OF THE VISITOR "I don't think I've ever seen anything in the way of an annual report that says, 'This is how much we get and this is how much we need.’ I wonder if we would do more if we knew." Our Goal Achieve financial growth and sustainability through diversified revenue streams while building transparent relationships with our supporter community. KEY STRATEGIES Implement consistent legislative planning for greater state support Achieve greater support by diversifying funding through public and private resources and partnerships Leverage existing partners’ expertise in financial planning to fund BDTM capital and programmatic projects in the next 5 years Expand our dynamic development team’s capabilities to increase engagement from the BDTM foundation and supporters Establish a museum endowment, or reserve, to support annual operational expenses

Key Success Metrics To Be Tracked
This plan ensures that BDTM can be the authoritative voice for Maryland's African American and African Diasporic heritage for generations to come, while remaining a sacred space for today's community healing and celebration.
Our Community Commitment
DEAR FRIENDS & SUPPORTERS,
This strategic plan represents more than institutional development – it embodies our promise to be worthy stewards of Maryland's African American and African diasporic heritage. Every initiative, program, and partnership serves our fundamental commitment to community empowerment and authentic storytelling.
As we implement this plan, we remain accountable to the voices that shaped it. We will continue to engage regularly with the community, provide transparent reporting on our progress, and adapt our planning to respond to evolving community needs.
Our success will be measured not just in numbers served or dollars raised, but in the stories preserved, the students inspired, the teachers supported, and the communities strengthened through our work. Together, we will ensure that Maryland's African American and African Diasporic stories are not just preserved, but actively celebrated, shared, and lived by future generations.
This strategic plan represents the culmination of a comprehensive, community-centered process that began with the museum's deep commitment to serving Maryland's diverse African American and African diasporic communities. The plan responds to the evolving needs of our stakeholders while building upon the museum's foundational role as Maryland's official repository of African American heritage.
Museum leadership worked with Scrap Strategies, LLC, a strategic consulting firm specializing in community-centered organizational development. Scrap Strategies conducted extensive community research, including stakeholder surveys and one-on-one discussions with visitors, educators, and supporters across Maryland. The team also facilitated strategic visioning workshops and full-day planning retreats. These inputs resulted in comprehensive research reports, which were the subject of staff analysis and intensive strategic planning workshops.
Implementation of this plan begins July 1, 2025.
FOR MORE INFORMATION
Banneker-Douglass-Tubman Museum
84 Franklin Street, Annapolis, MD 21401
(410) 216-6180
[email protected]