Jonas Pijnenburg - Speaker

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

Head of Directors’ Office and Strategic Planning, 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 share insights from the evolution of their Social Impact Monitor. Initially developed as a reporting tool, the monitor is now being redefined as a strategic compass — helping to shape the museum’s ambitions for the future rather than simply reviewing its past.

The framework offers a way to understand and communicate the museum’s contribution to broader themes such as sustainability, education, and inclusion. It also encourages both internal reflection and external accountability. The session offers practical lessons for cultural institutions seeking to evaluate and articulate their social impact more meaningfully.

About Jonas Pijnenburg:

Jonas Pijnenburg is Head of the Directors’ Office and Strategic Planning at the Rijksmuseum. He leads strategic development and institutional planning, helping to define the museum’s long-term vision and evaluate its societal value. With a background in public policy and museum strategy, he is closely involved in advancing new tools—such as the Impact Monitor—that help cultural institutions better understand and communicate their relevance in society.

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