Yakunu van Santen - Speaker

To Prove or to Improve? Measuring and Communicating the Impact of the Rijksmuseum

Manager Public Affairs, Rijksmuseum

Abstract:

How can a museum articulate its value to society — beyond visitor numbers and reach? How do you define and assess concepts like beauty, connection, or wonder?

In this session, Jonas Pijnenburg and Yakunu van Santen from the Rijksmuseum will share insights from the evolution of their social impact monitor. Originally developed as a reporting tool, the monitor is now being transformed into a strategic compass — one that guides the museum's future ambitions rather than solely evaluating past results.

It offers a framework to understand and communicate how the museum contributes to themes like sustainability, education, and inclusion. Along the way, it fosters internal reflection and external accountability. The session will provide practical insights and lessons that may inspire other cultural institutions exploring their own impact.

About Yakunu van Santen:

Yakunu van Santen (he/him) works on the strategic positioning of the museum within politics and society and is the initiator of the renewed Social Impact Monitor. With a background in corporate communication and broad experience spanning fundraising, development and public engagement, he explores how cultural institutions can shape and respond to societal and political developments.

🎟 Join us at CTA Amsterdam 2025
📅 17–19 June, 2025