How One Museum Brought Art to the People to Bring People to the Museum

The Rijksmuseum brought the characters of Rembrandt's 1642 painting "Guards of the Night" to life, placed them in a busy shopping mall, and the rest is on film. The flash mob was a fantastic opportunity for the museum to announce their reopening after a 10-year renovation. With thousands of visitors witness to their reopening, and over three million hits on YouTube, the Rijksmuseum cleverly brought art, music, tourism, and social media together to draw new crowds to their museum.

As higher education professionals, especially those of us who are looking for new ways to attract donors or at least raise attention, this is certainly one avenue worth exploring.

Our Vision

Our vision is to attract broad resources that transform the USM and its institutions, create a network of advocates to embrace the USM’s role as an educator and economic engine, and to grow a long-term, sustainable culture of philanthropy across the University System of Maryland.

Learn More About USMF