Liberty Memorial Association
2 Memorial Drive
Kansas City MO 64108
Web and Phone Contact
Telephone (816) 888-8100
Fax 816- 888-8123
Mission Statement

The National WWI Museum and Memorial is America’s leading institution dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community. The organization seeks to achieve this mission by:

  • Establishing the Museum and Memorial as the foremost interpreter and resource for insight into the Great War and its enduring impact;
  • Providing first-class visitor and virtual experiences, and delivering increasingly engaging and accessible activities to diverse audiences;
  • Developing and enriching philanthropic relationships and programs necessary to ensure long-term sustainability;
  • Establishing the Museum and Memorial as a ‘must-see’ destination, and source of civic pride; and
  • Engaging and inspiring key constituents to contribute to the excellence of the Museum and Memorial.

Leadership
CEO/Executive Director Dr. Matthew C. Naylor PhD
Board Chair Mr. Mark Henderson
Board Chair Company Affiliation Lockton Companies
History and Background
Year of Incorporation 1919
Former Names
Liberty Memorial Association
National WWI Museum
Liberty Memorial Museum
National World War I Museum
Volunteer Opportunities
Ways to donate, support, or volunteer

 

Following the Centennial commemoration of the Great War (2014-19), the National WWI Museum and Memorial invites you to engage with an institution on the forefront of understanding, remembering, and interpreting the most defining event of the 20th century – one that continues to affect the world to this day.

We invite and encourage you to explore a meaningful way for you to contribute. Please visit our website at theworldwar.org or contact Ashley Brown Morris, Senior Development Specialist, at abrown@theworldwar.org or 816-888-8107 to learn more about making an annual gift or matching gift, becoming a Pershing Legacy Society Member, sponsoring our annual Night at the Tower gala, or having your company join the Business Roundtable. Additional opportunities include membership, Walk of Honor bricks, and sponsorship of a bench on our beautiful park grounds.

Volunteer opportunities are also available. Contact Adrienne Kizer, Volunteer Coordinator, at akizer@theworldwar.org or 816-888-8117 for more information.

Financial Summary
Revenue Expense Area Graph

Comparing revenue to expenses shows how the organizations finances fluctuate over time.

Source: IRS Form 990

 Breakdown
Net Gain/Loss:    in 
Note: When component data are not available, the graph displays the total Revenue and/or Expense values.
Statements
Mission Statement

The National WWI Museum and Memorial is America’s leading institution dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community. The organization seeks to achieve this mission by:

  • Establishing the Museum and Memorial as the foremost interpreter and resource for insight into the Great War and its enduring impact;
  • Providing first-class visitor and virtual experiences, and delivering increasingly engaging and accessible activities to diverse audiences;
  • Developing and enriching philanthropic relationships and programs necessary to ensure long-term sustainability;
  • Establishing the Museum and Memorial as a ‘must-see’ destination, and source of civic pride; and
  • Engaging and inspiring key constituents to contribute to the excellence of the Museum and Memorial.

Background Statement

The National WWI Museum and Memorial is America’s leading institution dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community. The Museum and Memorial holds the world’s most comprehensive  collection of World War I (1914-1919) objects and documents, with more than 330,000 items from across the world. The Museum and Memorial is the second‐oldest World War I material collecting institution in the world and presents a comprehensive global interpretation of World War I. 

The Museum and Memorial strives to be the foremost interpreter and resource for insight into the Great War and its enduring impact. It provides a first-class visitor and virtual experience while delivering increasingly engaging and accessible activities to diverse audiences.

The Museum and Memorial is located in downtown Kansas City and includes the historic 217-foot tall Liberty Memorial, a national historic landmark. In 1919, Kansas Citians raised more than $2.5 million in just 10 days to build the Liberty Memorial, equaling nearly $40 million in today’s value. The Liberty Memorial tower was dedicated in 1926 by President Calvin Coolidge who spoke in front of more than 150,000 people – the largest crowd ever addressed by a U.S. president at the time.
 
In 1998, a capital campaign financed the restoration of the Liberty Memorial to its original grandeur and, in 2004, the construction of an 80,000-square-foot expansion beneath the courtyard of the Liberty Memorial. The expanded Museum and Memorial opened to the public on Dec. 2, 2006 with designation by the 108th Congress and provides a vivid and memorable experience for all.
 
According to the Museum and Memorial’s 2016 updated Economic Impact Study, the total economic impact on the Kansas City metro area in 2015 included spending by Museum and Memorial visitors who live outside the Kansas City metro area that had a total direct and indirect impact of $18.3 million. The spending by 53,600 additional out-of-metro visitors, that can be attributed to their Museum and Memorial visits, supported an additional 74 direct jobs in the Kansas City metro area, of which 27 were direct jobs and an additional 47 indirect jobs supported by multiplier effects.

Impact Statement

2018 Accomplishments

  •  646,000+ people visited the Museum and Memorial and events held on the grounds, including 465,000+ attendees from 88 countries, a 29% increase over 2017 and more than a 60% increase over 2014.
  • As part of the Museum and Memorial’s commemoration of the centennial of the Armistice of 1918, the Liberty Memorial Tower and Great Frieze were illuminated with thousands of poppies from Nov. 2 – 11 2018 in a display called Peace and Remembrance. More than 100,000 people from across the world participated in related events.
  • With support from the Bank of America Charitable Foundation and the U.S. World War One Centennial Commission, the Museum and Memorial partnered with Scholastic, Inc. in a multi-faceted effort to reach students across the country. Through a variety of channels, including online videos, lesson plans and educational materials, the initiative reached more than 11 million students.
  • Voted No. 1 Attraction in Kansas City (Trip Advisor 2007-2018) and ranked in top 25 museums in the country (out of 35,000) (Trip Advisor 2014-2016)

2019 – 2026 Goals

  1. We will create a richer and more immersive visitor experience by refreshing and expanding the galleries and access to the Museum and Memorial’s collection.
  2.       We will ensure the stories of minorities, women and indigenous peoples who served in WWI are not lost but are preserved and told through a dedicated collecting initiative.
  3.       We will make the Museum and Memorial more accessible to audiences across the globe through effective use of digital learning technologies.
 
Needs Statement

Programming: Serving an estimated five million visitors at the Museum and Memorial and throughout the campus from 2020 to 2026 will require support for the organization’s ongoing, comprehensive operating costs. New and expanded programs will require significant investments for projects such as ongoing curriculum development and the complete digitization of its archived collections and artifacts. Examples of programming may include adult learning; care, conservation, and digitization of the collection; online learning; exhibitions, family-friendly education; military commemoration, and school tours.

Capital: The campaign’s capital goals will elevate the visitor’s experience inside the Museum and throughout the Memorial grounds. Some of the capital projects that we may undertake include ADA compatible parking facilities; additional landscaping; preservation and preventative maintenance; educational gathering space; and upgrades to the main gallery.

Endowment: Endowments will help to support education, research, acquisition of historic documents and artifacts and other Museum and Memorial functions. Additionally, named endowments for the professional staff overseeing these functions will provide greater strength, stature, and sustainability.

Service Categories
History Museums
Libraries
Areas of Service
International
National
MO
KS
KS - Johnson County
KS - Wyandotte County
MO - Clay County
MO - Jackson County
MO - Platte County
KS - Wyandotte County Urban Core
MO - Jackson County Urban Core
Geographic Area Served Narrative

In 2018, 646,000+ people visited the Museum and Memorial and events held on the grounds, including 465,000+ attendees from 88 countries, a 29% increase over 2017 and more than a 60% increase over 2014.

Individuals from 202 countries and territories across the world accessed the Museum and Memorial’s digital content in 2018 with more than 14.5 million learner participations. This includes nearly 30,000 individuals from 107 countries who viewed more than 313,000 pages within our online database.

CEO/Executive Director/Board Chair Statement

From the vantage point of history, there is consensus: the Great War changed everything. World War I resulted in more than 37 million casualties; millions of men, women and children suffered from its effects. Empires were lost. National boundaries were reshaped. Economies were devastated. This is the story told at the National WWI Museum and Memorial.


In this current age of increased globalization, radicalization and international tensions, World War I has more to teach us than ever. It is our responsibility to have these conversations, to reflect and learn.

Dr. Matthew C. Naylor, President and CEO

Programs
Description

The permanent main gallery exhibition, The World War, 1914-1919, is a comprehensive presentation of World War I. It offers insight on why countries went to war, how entire societies mobilized, and how war affected civilians and the military. Additionally, the Museum and Memorial presents special exhibitions throughout the year. These exhibitions are produced by Museum and Memorial staff or loaned from partnering institutions. 

2018 exhibitions included:

  • John Singer Sargent Gassed
  • For Liberty: American Jewish Experience in WWI
  • Revolutions! 1917
  • Fields of Battle, Lands of Peace: The Doughboys 1917-1918
  • Posters as Munitions, 1917
  • Diggers and Doughboys: The Art of Allies 100 Years On
  • Devastated Lands
  • Crucible: Life & Death in 1918
  • War Around Us: Soldier Artist Impressions
  • Images of the Great War: America Crosses the Atlantic
Program Budget $500,000.00
Category Arts, Culture & Humanities, General/Other Historic Preservation & Conservation
Population Served US& International, Children and Youth (0 - 19 years), Families
Program is linked to organization's mssion Yes
Program Frequently Assessed Yes
Short-Term Success

Outcome: Increase the depth and breadth of the Museum and Memorial’s collections and exhibitions.

Baseline: In 2014, 2 traveling/outside exhibitions at the Museum and Memorial (limited baseline data prior to 2014).

2018 Actual: The Museum and Memorial hosted 2 outside exhibitions.

2019 Goal: Attract at least three (3) new national and international touring (objective pertains to quality in addition to number of exhibitions) (0-50% increase over 2014).

The Museum and Memorial’s new Wylie Gallery has added approximately 4,000 square feet to the exhibition spaces. It will feature traveling exhibits from partnering art and history museums around the world, and to display a wealth of artifacts currently held in storage.

Long-Term Success

  • Studying history helps develop a sense of place
  • History teaches critical skills including research, judgment of sources, validation of facts, awareness of perspectives, and analysis of evidence
  • Understanding a place’s history is what makes it a community
  • Communities that recognize and celebrate their history attract economic growth
  • Studying challenges and how they were addressed provides wisdom and perspective
  • Studying artifacts connects tomorrow’s leaders to those of the past

historyrelevance.com

Program Success Monitored By

The National WWI Museum and Memorial’s 2019 outcome measures were developed from the Museum and Memorial’s strategic plan’s five objectives. Deliverables are measured on a calendar year, January through December. Senior staff review progress quarterly.

The success of the Museum and Memorial’s permanent and special exhibitions is monitored by feedback received through volunteer and staff interactions, social media (Facebook, Twitter), and travel websites (TripAdvisor, Yelp).

Examples of Program Success
  • Ranked 5th best museum in the country (Yelp.com 2015)

  • No. 1 Attraction in Kansas City (Trip Advisor 2007-2018)
  • Ranked by CNN as one of the 12 best military museums in the world (2017)
  • Ranked as one of the top 25 Museums in the United States (out of 35,000) (Trip Advisor 2014 – 2016, 2018)
“A brilliantly designed museum. You really get a feel for what WWI was like. An enormous amount of artifacts clearly displayed so you can understand the dynamics of the war. Definitely worth visiting.” – Visitor, May 2018
Description

The Museum and Memorial holds the world’s most comprehensive World War I collection with more than 300,000 objects and documents representing each belligerent nation that was involved. It is the second‐oldest collecting institution in the world and presents a comprehensive global interpretation of World War I. The Museum and Memorial’s Edward Jones Research Center contains more than 50,000 archival documents and 8,000 library titles available for the public to access on-site and online.

In 2018, the Museum and Memorial loaned 147 objects to 21 institutions across the country, including the National Constitution Center, the National Czech & Slovak Museum & Library, the National Inventors Hall of Fame, and the Durham Museum.
Program Budget $1,000,000.00
Category Arts, Culture & Humanities, General/Other Museum Collections Conservation
Population Served General/Unspecified, Children and Youth (0 - 19 years), US
Program is linked to organization's mssion Yes
Program Frequently Assessed Yes
Short-Term Success

Outcome: Increase the depth and breadth of the Museum and Memorial’s collections and exhibitions.

Baseline: In 2014, 182 accessions were added into the permanent collection.

2018 Actual: The Museum and Memorial accepted 197 new accessions.

2019 Goal: Accept 285 new accessions (25% increase over 2014: objective pertains to quality in addition to number of accessions).

Long-Term Success

As the nation’s only Museum and Memorial dedicated to preserving the history of World War I, the organization continually strives to increase its collections. Constant additions to the collections demonstrate the public’s desire to support the Museum and Memorial’s diverse assortment of artifacts. Success is evident by the record amount of inquiries in our Edward Jones Research Center, artifacts added to our collections every year, and loans that are sent to partnering institutions each year.

 

Program Success Monitored By

The success of the Museum and Memorial’s collections and archives programming is monitored by feedback received through volunteer and staff interactions, social media (Facebook, Twitter), and travel websites (TripAdvisor, Yelp).

For example, more than 97% of the objects and documents in the Museum and Memorial’s collection are donated.

Examples of Program Success

Highlights from the acquisitions accepted in 2018 include a uniform and many items from the service of Grace D. Banker, Chief, U.S. Signal Corps Telephone Operator, Distinguished Service Medal recipient; six Russian uniforms from both sides of the Russian Civil War; a large oil painting on canvas by noted French artist Edmond Levellier from 1918 of a scene of destroyed landscape with French field artillery; a “History of the 304th Tank Corps” attributed to George S. Patton; and a comprehensive photo album of U.S. Base Hospital No. 114.

Description

The Museum and Memorial’s premier program for K-12 students is School at the Museum, which provides students and their teachers tours and focused activities. Learning experiences include a guided tour; listening to World War I-era music, speeches and poetry; and exploring how camouflage and artillery work on interactive tables. The Museum and Memorial subsidizes visits for eligible schools that have at least 51% of students enrolled in a reduced-cost or free lunch program. Grant funding allows the Museum and Memorial to waive admission fees for the students, provide them with a free lunch, and provide a $250 stipend to assist with the cost of transportation.

Additionally, the Museum and Memorial provides educator workshops and a competitive Teacher Fellowship; online lesson plans; and many other educational programming throughout the year.

Program Budget $0.00
Category Arts, Culture & Humanities, General/Other Museum Education
Population Served Children and Youth (0 - 19 years), Adults, Families
Program is linked to organization's mssion Yes
Program Frequently Assessed Yes
Short-Term Success

These indicators are associated with project outcomes for the grant period: Increase knowledge about the Great War and how it is still relevant today through educational activities

Outcome: Increase outreach initiatives to engage schools.

Baseline: 18,633 students participated in School at the Museum in 2016, including 2,478 subsidized students

2018 Actual: 18,635 students participated including 4,409 subsidized students

2019 Goal: Maintain number of students

Outcome: Increase awareness of the Museum among educators

Baseline: 100% of responding teachers who visited on a class trip would recommend to other teachers and would schedule another visit.

2018 Actual: 100% of responding teachers would recommend the Museum and Memorial to other teachers and 100% would schedule another visit

2019 Goal: Maintain the percentage of teachers that would recommend the Museum and Memorial to other teachers

Long-Term Success

Long-term success is evident in responses from teachers and students who visit the Museum and Memorial. Educators see the value of bringing their students to the Museum and Memorial each year, and many return multiple times

Examples of Program Success

 98%: the field trip successfully supported classroom/district standard

98%: the visit fostered authentic student learning
98%: students demonstrated mastery of learning outcome
 
“It is simply professionally irresponsible for a local high school history teacher to not expose their students to this Museum - and more so for administrators. Not all field trips are equal, this one supersedes all other high school experiences in the area, including Nelson [Atkins Museum of Art), Truman [Library], [Steamboat] Arabia, 18th & Vine, etc.” – Educator, Feb. 2016

Description

Community Education Programs include lectures, presentations, and family-friendly activities. The Museum and Memorial also promotes civic activities such as ceremonies on Memorial and Veterans Day each year.

Program Budget $0.00
Category Arts, Culture & Humanities, General/Other History & Historical Programs
Population Served General/Unspecified
Program is linked to organization's mssion Yes
Program Frequently Assessed Yes
Short-Term Success

Outcome: Increase awareness of the Museum and Memorial to programming attendees.

Baseline: In 2018, 136,668 people participated in Community Education Programs.

2019 Goal: Attract 150,335 attendees to Community Education Programs (10% increase over 2018).

Long-Term Success

Long-term success is measured by the number of people impacted by the Museum and Memorial’s resources and programming.

Program Success Monitored By

Success is monitored by feedback received through social media (Twitter and Facebook) and surveys sent to program participants, as well as the growing number of paid admissions and Museum and Memorial programs.

Examples of Program Success

Some major events and their on-site attendance in 2018 include:

  • Memorial Day weekend: 13,220 attendees
  • Taps at the Tower: 2,425 attendees
  • Veterans Day / Armistice centennial commemoration: 5,528 attendees
  • Truce Tournament in partnership with Sporting KC: 249 attendes

 

Description

Since the Museum and Memorial’s online database launched in July 2013 the Museum and Memorial’s Registrar has digitized more than 36,500 object images with accompanying information to the Museum and Memorial’s website. 

The Museum and Memorial also curates unique and interactive online exhibitions with online capability in mind. 

The Museum and Memorial is also partnering with Scholastic, Inc. to produce curriculum that is available on the Scholastic website.

Other online initiatives include the Museum and Memorial’s YouTube channel, teaching resource database, and Understanding the Great War newsletter.

Program Budget $200,000.00
Category Arts, Culture & Humanities, General/Other History & Historical Programs
Population Served General/Unspecified
Program is linked to organization's mssion Yes
Program Frequently Assessed Yes
Short-Term Success

Outcome: Increase online content Baseline: Created 1 online exhibition in 2014 2018 Actual: Published 8 Google Cultural Institute online exhibitions (+700 % over 2014) 2019 Goal: Create at least 1 new online exhibition 

Outcome: Increase number of online exhibitions users Baseline: Attracted 37,290 online exhibition pageviews in 2015 2018 Actual: Attracted 183,710 users (+393% over 2014) 2019 Goal: Increase online exhibition users by 50% to 275,565

Outcome: Increase online database users Baseline: Attracted 3,783 database users in 2013 2018 Actual: Attracted 30,000 users from 107 countries (+693% over 2013) 2019 Goal: Increase database users by 10% to 33,000

Long-Term Success

Long-term success is measured by the number of people impacted by the Museum and Memorial’s resources and programming.

Program Success Monitored By

Program success is monitored using Google Analytics. The Museum and Memorial tracks how many users access the Museum and Memorial’s online database and exhibitions, as well as the user’s country of origin, and the amount of time spent on each section. These statistics are compiled into a report reviewed quarterly by Senior Staff.

Examples of Program Success

Individuals from 202 countries and territories accessed the Museum and Memorial’s digital content in 2018 with 14.5 million+ learner participations.

Scholastic: Curriculum published with Scholastic with support from the Bank of America Charitable Foundation and the U.S. WWI Centennial Commission. Reached 11 million+ students in 2018.

YouTube: 400+ videos and 9.1 million minutes watched in 2018 of  unique content with nearly 50% of viewership outside of the U.S.

Teaching Resource Database: the leading searchable database for diverse, primary source-driven resources that reached 1.5 million+ students in 2018.

CEO Comments

The National WWI Museum and Memorial seeks to grow its reputation during the Centennial commemoration. Part of this growth will include overcoming fundamental challenges in how the Museum and Memorial is perceived, including:

  1. The perception that the Museum and Memorial is about war, and instead repositioning it as a social history museum fit for people of all ages.
  2. The perception of the Museum and Memorial as just “Liberty Memorial” and increase understanding about the content of the Museum and Memorial since the expansion in 2006
  3. Reliance on patronage/donors for the vast majority of revenue/expenses
  4. Having a relatively small staff compared to peer organizations

With these challenges, however, the Museum and Memorial has incredible opportunity in the years ahead to:

  1. Maximize multiple opportunities being presented locally, nationally and internationally
  2. Utilize our unique position as the only National WWI Museum and Memorial in the country to positively affect social change.
  3. To be seen as much more than a museum, but as an essential pillar in the community that provides leadership, collaboration and inspiration.

Dr. Matthew C. Naylor, President and CEO

Executive Director/CEO
Executive Director Dr. Matthew C. Naylor PhD
Term Start June 2013
Experience

Dr. Matthew Naylor is the President and CEO of the National WWI Museum and Memorial. A native of Australia, Naylor began his tenure at the Museum and Memorial in June 2013 and possesses more than 20 years of leadership in the non-profit arena.
 
Previously, Naylor served as the Director of Advancement at the Nelson-Atkins Museum in Kansas City, Mo. Naylor was a member of the institution’s executive leadership team and was responsible for development, marketing and donor services, among other duties.
 
Prior to his tenure at the Nelson-Atkins Museum, Naylor spent more than nine years as president of Outreach International, an international humanitarian organization with a presence in 15 developing nations across the world that specializes in sustainable and participatory community development.
Naylor earned a PhD from Curtin University in Perth, Australia.

Former CEOs
NameTerm
Mr. Brian Anderson-
Dr. Mary Davidson Cohen-
Senior Staff
Title Vice President Facilities Operations, Management, and Technology
Title Vice President of Finance
Title Vice President of Development
Title Senior Vice President
Staff
Paid Full-Time Staff 39
Paid Part-Time Staff 9
Paid Contractors 1
Volunteers 441
Retention Rate 97%
Staff Diversity (Ethnicity)
African American/Black 4
Asian American/Pacific Islander 0
Caucasian 92
Hispanic/Latino 4
Other (Please Specify) In percentages
Staff Diversity (Gender)
Female 31
Male 17
Formal Evaluations
CEO Formal Evaluation Yes
CEO/Executive Formal Evaluation Frequency Annually
Senior Management Formal Evaluation Yes
Senior Management Formal Evaluation Frequency Annually
Non-Management Formal Evaluation Yes
Non-Management Formal Evaluation Frequency Annually
Plans & Policies
Organization Has a Fundraising Plan Yes
Organization Has a Strategic Plan Yes
Management Succession Plan Under Development
Organization Policy and Procedures Yes
Nondiscrimination Policy Yes
Whistleblower Policy Yes
Document Destruction Policy Yes
Collaborations
The Museum and Memorial partners with the finest local cultural, recreational, & civic organizations, as well as national and international galleries and institutions. Some collaborations include partnerships with:
  • Alliance Francaise de Kansas City
  • AFS
  • American Jazz Museum
  • American Public Square
  • Ancestry.com
  • Anita B. Gorman Discovery Center
  • Australia War Memorial
  • Command and General Staff College at Ft. Leavenworth
  • Disabled American Veterans
  • First Division Museum at Cantigny
  • Folk Alliance International
  • French Centennial Commission
  • Google
  • Harriman-Jewell Series
  • Imperial War Museums
  • Kansas City Ballet
  • Kansas City Public Library
  • Kansas City Museum
  • Kansas City Royals
  • Kansas State University
  • Kansas City Symphony
  • Kansas City Repertory Theatre
  • Kauffman Center
  • KC Fringe Festival
  • KCPT
  • Lyric Opera
  • Midwest Center for Holocaust Education
  • National Archives
  • National History Day
  • Negro Leagues Baseball Museum
  • Nelson-Atkins Museum of Art
  • Peace History Society
  • Pritzker Military Museum and Library
  • Sporting KC
  • Thomas Hart Benton Home and Studio
  • Truman Presidential Museum
  • Union Station
  • UMKC
  • World War I Centennial Commission
  • VFW
  • Western Front Association
  • WWI Historical Association
Awards
Award/RecognitionOrganizationYear
12 Museums that Every Military Enthusiast Should VisitCNN2017
Number One Attraction in Kansas CityTrip Advisor0
Certificate of ExcellenceTrip Advisor0
Family Faves: Favorite MuseumKC Parent Magazine0
Best Museum (Silver)Ingrams Magazine0
Merit AwardAmerican Association for State and Local History2016
Best MuseumThe Pitch Best of Kansas City Awards2016
Ranked No. 23 Museum in the United StatesTrip Advisor Traveler's Choice Awards0
Travelers' Choice AwardTripAdvisor0
Ranked 5th best museum in the United StatesYelp2015
Ranked No. 21 Museum in the United StatesTripAdvisor Traveler's Choice Awards2015
Favorite MuseumKC Visitors' Choice Awards0
Favorite LandmarkKC Visitor's Choice Awards2015
Best View and Best LandmarkThe Pitch Best of Kansas City Awards2015
50 Museums We LoveMidwest Living magazine2015
Jacques Littlefield Award for Preservation and Education ExcellenceMilitary Vehicle Preservation Association2015
Citation AwardMissouri Parks and Recreation Association2015
Preservation AwardHistoric Kansas City2014
#6 of 10 Best Military Museums that Bring Battles to LifeUSA Today2014
City's Best: Best Visitor ExperienceKC Magazine2014
Top AttractionsKansas City Business Journal2014
Midwest Travel TreasureAAA Midwest2014
Award of MeritInternational Concrete Repair Institute2013
Described as "Kansas City's crown jewel"Lonely Planet2013
Best Museum Exhibition435 South Magazine2012
Best of Kansas City: Things to Do NomineeKC Visitor's Choice Awards2012
Best MuseumKC Magazine's City's Best Awards0
Emmy for Historical Cultural Program Feature with KCPTEmmy Awards2011
Best Companies to Work For in Kansas CityIngram's Magazine2011
First Place in Public Service Announcement CategoryPhilly Awards2011
Second Place in Fundraising AppealPhilly Awards2011
Bronze Award in Best Museum or Art GalleryIngram's Magazine0
Parents Connect Parents' Pick NomineeNickelodeon2009
Readers' vote for Best Place to Stand in Kansas CityThe Kansas City Star2009
Institute Honor Award with ASAI ArchitectureAmerican Institute of Architects0
Award of ExcellenceAmerican Institute of Graphic Arts2008
Outstanding Award at the Interactive Design AwardsHOW Magazine2008
Community TreasureCommunity Christian Church2008
Cornerstone AwardEconomic Development Council of Kansas City2007
Kansas City Historic Preservationist of the YearKansas City American Institute of Architects2007
Top 40 Public ArtworksPublic Art Network, Americans for the Arts2007
Television Commercial - Regional/National CampaignTelly Awards2007
Design Awards / Honor with ASAI Architecture and JE Dunn ConstructionAmerican Institute of Architects, Kansas City2006
Design Awards / Merit with ASAI Architecture and JE Dunn ConstructionAmerican Institute of Architects, Kansas City2002
Design Awards / Honor with ASAI ArchitectureAmerican Institute of Architects, Kansas City1998
Government Licenses
Is your organization licensed by the government? No
CEO Comments

The Museum and Memorial is extending its impact and establishing itself as the foremost interpreter and resource for insight into the Great War. We serve as a respected and pre-eminent resource to the national and international media.

We are strategically building our collection, further securing our place as the foremost repository in the United States. With expanded initiatives and collaborations, we will serve our nation’s children and youth.

Our aim is to engage millions of youth and children in learning lessons about World War I. With your support, we will provide a first-class visitor experience, and make their visit increasingly engaging, accessible and meaningful. We seek to serve more diverse audiences.

Your investments will allow us to:

• Build robust public and exhibition programming, expand our audiences, and deepen visitor engagement and satisfaction

• Attract and retain world-class staff teams

• Support multi-year initiatives and impact strategies

Dr. Matthew C. Naylor, President and CEO

Board Chair
Board Chair Mr. Mark Henderson
Company Affiliation Lockton Companies
Term Nov 2018 to Nov 2020
Email hites@theworldwar.org
Board Members
NameAffiliation
Mr. Hector BarretoThe Latino Coalition
Mr. Brad BergmanMidwest Trust
Congressman Emanuel Cleaver IIUnited States House of Representatives
Mr. Dan CrumbKansas City Chiefs
Mr. Peter DeSilvaScottrade
Mr. David EbbrechtGenessee Wyoming Railway
Mr. Mark HendersonLockton
Dr. Andrea HendricksCerner
Mr. Mark Jorgenson
Ms. Mary Jane JudyPolsinelli, LLC
Ms. Elaine Drodge KochBryan Cave
Mr. Tim KristlMitchell, Kristl, Lieber, PC
Mr. Gordon LansfordJE Dunn
Mr. David MecklenburgKansas City Parks & Recreation Department
Mr. Marty NevshemalSporting KC
Mr. Kevin RooneyArvest Bank
Mr. Ram ShankarUMB Bank
Mr. John ShermanMLP Holdings
Mr. Kent SunderlandThe Sunderland Foundation
Mr. Scott Van GenderenEdward Jones
Ms. Julie WilsonCommunity Volunteer
Mr. Richard B. Young Jr.RAMS Racing, Principal
Board Demographics - Ethnicity
African American/Black 2
Asian American/Pacific Islander 0
Caucasian 17
Hispanic/Latino 1
Native American/American Indian 0
Board Demographics - Gender
Male 17
Female 4
Unspecified 0
Governance
Board Term Lengths 3
Board Term Limits 2
Board Meeting Attendance % 92%
Written Board Selection Criteria? Yes
Written Conflict of Interest Policy? Yes
Percentage Making Monetary Contributions 84%
Percentage Making In-Kind Contributions 100%
Constituency Includes Client Representation Yes
Number of Full Board Meetings Annually 4
Standing Committees
Building
Board Governance
Development / Fund Development / Fund Raising / Grant Writing / Major Gifts
Finance
Executive
Collections
Education
Advisory Board Members
NameAffiliation
Ambassador Kim Beazley
Mr. Jon CookVML
Mr. Kevin CostnerActor
Mr. Robert Dalessandro
Mr. John DillinghamDillingham Enterprises
Mr. Lou Gossett Jr.Actor
Mr. Steve HarrisonEdward Jones
Ms. Diane LeesImperial War Museums
Gen. Richard MyersRetired
Gen. Gordon R. SullivanRetired
Rear Admiral J. Stanton ThompsonRetired
Mrs. Blanche TouhillCommunity Volunteer
Mr. Joe TouhillCommunity Volunteer
Mr. Thomas TullLegendary Pictures
CEO Comments

We are incredibly fortunate in Kansas City to be home to a museum with a national designation. This is a great honor and a great source of civic pride. We have a responsibility to tell the story of the Great War in a compelling and relevant manner, and our growth demonstrates that we are stepping up to that challenge.

Financials
Fiscal Year Start Jan 01, 2019
Fiscal Year End Dec 31, 2019
Projected Revenue $9,327,514
Projected Expenses $9,771,490
Endowment Value $2,698,069
Spending Policy Percentage
Percentage 5
Form 990s
2017 LMA 990
2016 LMA 990
2015 LMA 990
2014 LMA 990
2013 LMA 990
2012 LMA 990
2011 LMA 990
2010 LMA 990
2009 LMA 990
2008 LMA 990
Audit Documents
IRS Letter of Exemption
Foundation Comments
  • FY 2017, 2016, 2015: Financial data reported from IRS 990.
  • Foundation/corporate revenue line item may include contributions from individuals. 
  • Endowment spending policy is a rolling three-year average of the museum's return on investment.
Detailed Financials
 
Revenue SourcesHelpThe financial analysis involves a comparison of the IRS Form 990 and the audit report (when available) and revenue sources may not sum to total based on reconciliation differences. Revenue from foundations and corporations may include individual contributions when not itemized separately.
Fiscal Year201820172016
Foundation and
Corporation Contributions
$4,077,781$2,195,082$5,962,978
Government Contributions$816,344$917,265$928,250
Federal------
State------
Local------
Unspecified$816,344$917,265$928,250
Individual Contributions------
$0----
$3,733,611$3,217,934$2,589,100
Investment Income, Net of Losses$233,795$443,945$72,031
Membership Dues$210,775$102,507$90,600
Special Events$995,858$590,680$330,664
Revenue In-Kind$0--$38,000
Other$0----
Expense Allocation
Fiscal Year201820172016
Program Expense$7,637,676$5,685,746$4,827,751
Administration Expense$751,713$659,471$443,190
Fundraising Expense$616,157$451,826$325,771
Payments to Affiliates------
Total Revenue/Total Expenses1.121.101.78
Program Expense/Total Expenses85%84%86%
Fundraising Expense/Contributed Revenue------
Assets and Liabilities
Fiscal Year201820172016
Total Assets$22,049,884$21,452,359$20,369,847
Current Assets$8,379,595$7,151,154$10,245,364
Long-Term Liabilities$0$0$0
Current Liabilities$542,716$593,133$510,046
Total Net Assets$21,507,168$20,859,226$19,859,801
Short-Term Solvency
Fiscal Year201820172016
Current Ratio: Current Assets/Current Liabilities15.4412.0620.09
Long-Term Solvency
Fiscal Year201820172016
Long-Term Liabilities/Total Assets0%0%0%
Top Funding Sources
Fiscal Year201820172016
Top Funding Source & Dollar Amount -- --Anonymous $1,913,750
Second Highest Funding Source & Dollar Amount -- --Anonymous $810,250
Third Highest Funding Source & Dollar Amount -- --Anonymous $500,000
Capital Campaign
Currently in a Capital Campaign? No
Dates Nov to Dec
Amount Raised to Date as of May
Capital Campaign Anticipated in Next 5 Years Yes
Organization Comments

The financial strength of the Museum and Memorial continues to improve. The success of the $25M Call to Duty Capital Campaign (2014 – 2018) has helped us make improvements to our infrastructure, build a new gallery, make improvements to the campus, and build our programming activities. When compared to 2013, our attendance in 2018 was 64% higher.

Our goal is to strengthen support for programs and build an endowment for preserving the Museum and Memorial’s mission. We invite you to take the opportunity to join us. With your support, we will honor the past, serve current generations and build a legacy for the future.

Dr. Matthew C. Naylor, President and CEO

Other Documents
NWWIMM Annual Report2017View
NWWIMM Annual Report2016View
NWWIM Annual Report2015View
Organization Name Liberty Memorial Association
Address 2 Memorial Drive
Kansas City, MO 64108
Primary Phone (816) 888-8100
Contact Email info@theworldwar.org
CEO/Executive Director Dr. Matthew C. Naylor PhD
Board Chair Mr. Mark Henderson
Board Chair Company Affiliation Lockton Companies
Year of Incorporation 1919
Former Names
Liberty Memorial Association
National WWI Museum
Liberty Memorial Museum
National World War I Museum