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 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 Jonas Pijnenburg:

Jonas Pijnenburg (he/him) leads the Director’s Office at the Rijksmuseum, overseeing strategic planning, public affairs, diversity & inclusion, and accessibility. He has a deep interest in how museums can express values such as beauty, a sense of time, and sustainability — and how these contribute to public value.  Before joining the Rijksmuseum, Jonas worked as a strategy consultant at McKinsey, leading projects across Europe, Asia, and the US. He holds degrees in Industrial Design, Mechanical Engineering, and Business Administration from institutions in Delft, Valencia, Guangzhou, and New York City.

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