How to make an impact?
Over three days, Communicating the Arts 2025 welcomed 260 arts professionals to explore how to make an impact. It was an incredible event held in the heart of Amsterdam, hosted at both the Rijksmuseum and the Van Gogh Museum. Social events and backstage visits were also organised at Museum Voorlinden, the FENIX museum, the Concertgebouw, and the Stedelijk — all iconic venues within the Dutch cultural landscape.
Official Partner and Co-Organiser
Partner
“The Rijksmuseum is delighted to host the 25th jubilee edition of the Communicating the Arts Conference next spring. We look forward to welcoming cultural professionals from around the world to our museum to share ideas and discuss ways to connect people, art, and culture.”
Taco Dibbits, Director
The four topics of “impact”
From sustainability to social, educational, political, and financial aspects, how can we foster cohesiveness across all disciplines within our organisations to maximise impact? How and what should we measure? What is the ROI of our cultural investments?
It’s time to challenge stereotypes and move beyond the tyranny of economic impact. The arts have the power to deliver positive, multidimensional results. Let’s explore how making an impact can transform our institutions.
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The committee discussed the significance of communication strategies in relation to fundraising and audience engagement. Making an impact involves changing relationships within institutions and their communities, while aligning with strategic objectives that deliver meaningful value.
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The committee highlighted the importance of measuring impact beyond attendance metrics, addressing the challenges of qualitative and quantitative evaluation. Segmentation was identified as a key tool for understanding audience motivations, advocating for an ethnographic approach rather than relying on traditional demographics.
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Analysing the potential of AI in processing visitor feedback is essential to better understand audience experiences and improve engagement. Leveraging AI solutions to boost community engagement and foster social connections will be central to the programme.
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The need to engage younger generations in discussions about museum experiences and the impact of technology will be a focal point. Creating algorithm-free, inclusive experiences that transform lives through museum storytelling will be emphasised, with a particular focus on understanding audience motivations.
Program
Who attended?
260 delegates
20 countries
Gallery of Honour, Rijksmuseum
More highlights •
Exclusive backstage experiences •
Explore new cultural sites •
More highlights • Exclusive backstage experiences • Explore new cultural sites •
2025 Advisory Board
Our Advisory Board consists of distinguished experts across various fields, whose collective expertise in communication, fundraising, media, science, and technology is indispensable to the conference's success.
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Michèle Meier
Ex-Director Communications and Marketing, Museum of Fine-Arts of Montreal
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Marijke Smallegange
Head of Digital Marketing, Communication & Commerce, Rijksmuseum, Amsterdam
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![Annie Burridge]()
Elles Kamphuis
Head Press Office, Rijksmuseum
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![John Giurini]()
John Giurini
Assistant Director for Public Affairs, Paul Getty Museum, Los Angeles
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![Anne Laure Beatrix]()
Robert Stein
Chief Information Officer, National Gallery of Art, USA
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Anne Eschapasse
President and Chief Executive, Officer Musée McCord Stewart Museum, Canada
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![Beth Miller]()
Beth Miller
Deputy Director for Advancement and External Affairs, Yale Center for British Art, New Haven
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Jane Rosier
Head of Marketing and Communications, Museum of London
