The Catalyst June 2020

Municipal Art Society: A 125-yr-old Advocate for Thoughtful Growth & Development

“For over 125 years, the Municipal Art Society has inspired New Yorkers to engage in the betterment of our city.”   Elizabeth Goldstein, President, MAS

By all measures over its long history, the Municipal Art Society of New York (MAS) has been a cornerstone urban institution – an advocate for sensible planning, design, and preservation in this dynamic metropolis. In recent years, MAS made its voice heard - and power felt - through an effective Adopt-a-Monument program, its Fight for Light campaign to ensure sunlight access within the public realm , and its Livable Neighborhoods Program.  Dedicating its 125th year to pressing urban challenges, MAS hired The Whelan Group to conduct a strategic planning process with its board, staff, community members, and funders. This process pointed MAS toward a future-oriented agenda. MAS has made a commitment to use its own voice to "lift up the voices of the people in the debates that shape New York's built environment and thereby lead the way to a more livable city from sidewalk to skyline."

A legacy updated and strengthened

The strategic planning process facilitated by The Whelan Group involved over 40 interviews with internal and external stakeholders, peer-to-peer comparisons, and regular, in-depth conversations with staff, the Strategic Planning Committee, and the Board of Directors. MAS refocused its mission on three key urban challenges that "envision a future in which all New Yorkers share in the richness of city life—where growth is balanced, character endures, and a resilient future is secured." TWG recommendations related to the fulfillment of this mission re-focused MAS's role on: Pursuing a city-wide research and advocacy agenda aimed at systemic urban changes. A commitment to leadership 1) in marshaling advocates with a shared vision and 2) in engaging broad audiences in targeted public awareness campaigns. Extending MAS's deep expertise in advocacy and public conversation, building capacity that will enable stakeholders throughout the city to advocate for their own communities. At the same time, MAS's own internal capacity will be strengthened through invigorated voluntary leadership, financial stability, and resource development. The planning process also enabled the staff to create a set of filters that helped them establish priorities among MAS programs and initiatives. With a successful strategic planning process completed in time for its anniversary, MAS can expect enhanced visibility, identity and influence.

The Whelan Group: advisors to nonprofits

To learn about TWG's work with The Municipal Art Society and more than 300 other clients seeking advice on strategic planning, capacity-building, governance, and fundraising management, visit our website.

Find out more about The Whelan Group and our services to non-profits. Call us at (212) 727-7332 or email i nfo@whelangroup.com .  We want to hear about your organization's next steps.

‌ photo credit: Tuan Nguyen