Magnetic: The Art and Science of Engagement

Posted in News Story

In this in-depth study of the role of engagement in helping organizations to succeed, Anne Bergeron and Beth Tuttle (2010-2012 CPNL Visiting Practitioners) examine what they call “magnetic” organizations – those that have developed an energized core centered on people, vision, and service, which enables them to attract and retain critical resources, such as talented and committed employees, loyal audiences, engaged donors, powerful goodwill from the community at large, and the financial capital required to sustain programmatic excellence and growth. These organizations have become “magnetic” by creating strong internal alignment around a compelling shared vision, and then extending the reach of their magnetic fields by engaging, serving and, ultimately, activating their internal and external communities through meaningful experiences and authentic relationships. 

Magnetic: The Art and Science of Engagement analyzes six American museums: Children’s Museum in Pittsburgh; Chrysler Museum of Art in Norfolk, Virginia; Conner Prairie Interactive History Park in Fishers, Indiana; The Franklin Institute in Philadelphia; Natural Science Center of Greensboro in North Carolina; and Philbrook Museum of Art in Tulsa, Oklahoma.  Each of these institutions has embraced a people and service-first ethic that has transformed their institutions into more vital, relevant and essential community assets. 

Magnetic provides a roadmap not only for strengthening museums and other cultural organizations, but for any business or nonprofit that seeks to deepen its relationships with and value to the customers and constituents it serves.

CPNL Director, Kathy Kretman, says “Bergeron and Tuttle should be commended for this outstanding and timely book on the relationship between leadership, innovation, and sustainability. Nothing else exists that synthesizes these crosscurrents like Magnetic. This book will change not only the way cultural and other nonprofit leaders think about themselves, but will show how they can respond more creatively and effectively to the changing times, demographics and demands of their workplaces, audiences, and constituencies.”

The book can be purchased through