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

The National World War I Museum and Memorial is America’s only museum 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 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 as a ‘must-see’ destination, and source of civic pride; and
  • Engaging and inspiring key constituents to contribute to the excellence of the Museum.
Leadership
CEO/Executive Director Dr. Matthew C. Naylor PhD
Board Chair Mr. Mark Jorgenson
Board Chair Company Affiliation US Bank
History and Background
Year of Incorporation 1919
Former Names
Liberty Memorial Association
National WWI Museum
Liberty Memorial Museum
National World War I Museum
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 World War I Museum and Memorial is America’s only museum 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 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 as a ‘must-see’ destination, and source of civic pride; and
  • Engaging and inspiring key constituents to contribute to the excellence of the Museum.
Background Statement

The National World War I Museum and Memorial is America’s only museum dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community. The Museum holds the world’s most diverse collection of World War I (1914-1919) objects and documents with more than 100,000 items from across the world. The Museum is the second‐oldest WWI material collecting institution in the world and presents a comprehensive global interpretation of World War I.

The Museum 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 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 Museum expansion beneath the courtyard of the Liberty Memorial. Opening to the public on Dec. 2, 2006, and designated by the 108th Congress as the National World War I Museum at Liberty Memorial, the Museum provides a vivid and memorable experience for all.

According to the Museum’s 2016 updated Economic Impact Study, the total economic impact on the Kansas City metro area in 2015 included spending by Museum visitors who live outside the Kansas City metro area that had a total direct and indirect impact of $18.3 million on overall economic activity. The spending by 53,600 additional out-of-metro visitors, that can be attributed to their Museum 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

2016 Accomplishments:

  • The Museum hosted the Centennial observance of the United States entry into World War I on April 6, 2017. Over 4,000 people were present, including dignitaries from 34 countries. Over 300 stories were filed with various media outlets.
  • On May 3, the Museum hosted Campaign Cabinet members and donors, Board members, volunteers, and staff to sign a steel beam that will be used in the construction of the Wylie Gallery.
  • On September 8, 2016, the Board of the Ewing Marion Kauffman Foundation approved a grant of $1.9M to the National World War I Museum and Memorial. The grant is to strengthen the institution and help build capacity. Extending over a period of three years, the grant will assist us with very specific initiatives consistent with our strategic plan that we have identified in partnership with their senior staff through most of this year.
  • Ranked 5th best museum in the country (Yelp.com 2015); Ranked as one of the top 25 Museums in the United States (out of 35,000) (Trip Advisor 2014 – 2016) ; Voted No. 1 Attraction in Kansas City (Trip Advisor 2007-2016); voted Kansas City’s Favorite Museum (KC Visitors’ Choice Awards 2011-2015)
  •       More than 500,000 people from over 70 countries visited the Museum and events held on the grounds, including a 4% increase in ticketed attendance

 

2017 Goals:
  • Expand local, national, and international partnerships.
  • Continue to pursue the goal to reach millions children during the Centennial to teach important lessons from the Great War.
  • Cultivate new funding opportunities, and build the Museum’s collection in an effort to continue to attract even more diverse audiences.
Needs Statement

As the late R. Crosby Kemper said, "Every great city has a strong arts and cultural life, but only one has the National World War I Museum and Memorial." Conceived, funded, and stewarded by the people of Kansas City, we have been part of the city’s story for almost a century. In an effort to continue as a leading Great War authority, we have identified several priorities ranging from $1,000 – $5 million (naming opportunities available).

  1. Special Exhibition Gallery: Construction of a new Wylie gallery to host exhibits from partnering institutions. Total cost $5 million. 
  2. Community education programming: Includes School at the Museum, subsidized school visits and more. More info in Programs section. Total cost $900,000/year. 
  3. Special exhibitions: Curating and hosting temporary exhibitions. More info in Programs section. Cost ranges $50,000-$200,000/exhibition. 
  4. Digitization: Online database containing more than 20,000 images and documents. More info in Programs section. Total cost $164,000/year. 
  5. Online exhibitions: Initiative to curate interactive online exhibitions. Total cost $20,000/exhibition. 
  6. General support: Supporting needs through building an endowment, annual fund, membership, business roundtable, Walk of Honor bricks, Centennial Flag Program presented by Edward Jones, & others. See our website for more information. 
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

In 2016, more than 500,000 people from over 70 countries visited the Museum and events held on the grounds, including a 4% increase in ticketed attendance. Additionally, more than 16,500 individuals from 105 countries viewed more than 205,000 pages within the Museum’s 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 World War I 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. The National World War I Museum and Memorial is America’s only museum dedicated to remembering, interpreting, and understanding the Great War and its enduring impact on the global community.

During the Centennial commemoration, the Museum must fulfill its potential nationally and internationally – as a center for research, collecting and preserving, and engaging the community in important conversations as well as taking a lead role in Centennial activities from 2014-19.

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 presents special exhibitions throughout the year. These exhibitions are produced by Museum staff or loaned from partnering institutions. Funding Required: $50,000 - $200,000/exhibit. 2017 exhibitions include:
  • Revolutions! 1917 (April 7, 2017 – April 8, 2018)
  • Fields of Battle, Lands of Peace: The Doughboys 1917-1918 (March 31 – Aug. 20, 2017)
  • Vive l’Amerique: French Children Welcome Their American Ally (March 21 – Oct. 15, 2017)
  • Posters as Munitions, 1917 (Feb. 21, 2017 – Feb. 18, 2018)
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’s collections and exhibitions.

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

Annually: Maintain or slightly increase from 2014 (0-50% increase). Attract at least three (3) new national and international touring exhibitions in years going forward (objective pertains to quality in addition to number of exhibitions).

The Museum’s new Wylie Gallery will add approximately 4,000 square feet to the Museum’s 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

Long-term success of the Museum’s exhibitions will be current and future generations learning the lessons of World War I. The History Relevance Campaign (historyrelevance.com) notes that the study of history is essential in these ways:

  1. Studying history helps develop a sense of place in their families, communities, and nation
  2. History teaches critical skills including research, judgment of accuracy and reliability of sources, validation of facts, awareness of multiple perspectives, and analysis of conflicting evidence
  3. Understanding a place’s history is what makes it a community
  4. Communities that recognize and celebrate their history attract economic growth
  5. Critical skills allow people to create solutions and incorporate diverse viewpoints
  6. Studying our country’s past challenges and how they were addressed by past leaders provides wisdom and historical perspective
  7. Studying the past through artifacts from those who participated in historical events connects tomorrow’s leaders to those of the past

Program Success Monitored By

The National World War I Museum and Memorial’s 2016 outcome measures were developed from the Museum’s strategic plan’s five objectives that are relevant for the duration of the Centennial commemoration (2014-19). Deliverables are measured on a calendar year, January through December. Senior staff review progress quarterly.

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

Examples of Program Success

  • Ranked 5th best museum in the country (Yelp.com 2015)
  • Ranked as one of the top 25 Museums in the United States (out of 35,000) (Trip Advisor 2014 – 2016)
  • No. 1 Attraction in Kansas City (Trip Advisor 2007-2016)
  • Kansas City’s Favorite Museum (KC Visitors’ Choice Awards 2011-2015)
More than 500,000 people from over 70 countries visited the Museum and events held on the grounds, including a 4% increase in ticketed attendance.

 

Description

The Museum holds the world’s most diverse collection of World War I (1914-19) objects and documents (more than 100,000 objects and documents), representing each belligerent nation that was involved, is the second‐oldest collecting institution in the world and presents a comprehensive global interpretation of World War I. The Museum’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 2016, the Museum accepted 174 new accessions into the permanent collection and the Edward Jones Research Center attracted 3,321 visitors (61% increase over 2015). Funding Required: $1 million to establish Collections and Acquisitions Endowment; $15,000 minimum for named fund within Endowment. 

 

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

This program’s outcomes are part of the outcomes in PERMANENT AND SPECIAL EXHIBITIONS and REGNIER FAMILY FOUNDATION DIGITAL LEARNING PROGRAM AND ONLINE LEARNING.

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.

Long-Term Success

This program’s outcomes are part of the outcomes in PERMANENT AND SPECIAL EXHIBITIONS and REGNIER FAMILY FOUNDATION DIGITAL LEARNING PROGRAM AND ONLINE LEARNING.

As the nation’s only Museum dedicated to preserving the history of World War I, the Museum continually strives to increase its collections. Constant additions to the collections demonstrate the public’s desire to support the Museum’s diverse assortment of artifacts.

Program Success Monitored By

This program’s outcomes are part of the outcomes in PERMANENT AND SPECIAL EXHIBITIONS and REGNIER FAMILY FOUNDATION DIGITAL LEARNING PROGRAM AND ONLINE LEARNING.

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

Over 97% of the objects and documents in the Museum’s collection are donated.

Examples of Program Success

“Excellent museum that opened my eyes to an event and a period in history I knew little about. The exhibits were highly accessible and the staff was great. Definitely on par with some of the best historical museums in the country.” – Visitor, March 2017

Description

The Museum provided subsidized visits for more than 2,400 students from diverse ethnic and socioeconomic backgrounds in 2016. The program waives admission fees for the students, provides them with a free lunch, & provides a $250 stipend to assist with the cost of transportation for eligible schools that have at least 51% of students enrolled in a reduced-cost or free lunch program. Funding Required: $52,000/year. These students, along with non-subsidized schools, participate in School at the Museum, which provides K-12 students and their teachers tours and focused activities. More than 18,000 students participated in this program last year. 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. Additionally, the Museum provides educator workshops and a competitive Teacher Fellowship; online lesson plans; and many other educational programming throughout the year. Funding Required: $902,000/year.

Program Budget $902,000.00
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

Outcome: Increase outreach initiatives to actively engage schools, higher education, community partners and the media.

Baseline: More than 18,000 students participated in School at the Museum in 2016. Maximum capacity for past few years.

2017 Goal: Maintain the amount of schools that tour the Museum. (Note: Due to capacity limits, the Museum cannot add additional student tours at this time – 0% increase). Alternatively, the Museum will enhance online database curriculum for teachers.

The following indicator is associated with project outcomes for the grant period:

  • Increase awareness of the Museum among educators and administrators.

2016 Actuals:

  • 100% of teachers would recommend the Museum to other teachers/administrators
  • 100% of teachers would schedule another Museum visit
Long-Term Success

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

The following indicator is associated with project outcomes for the grant period:

  • Increase knowledge about the Great War and how it is still relevant today through educational activities
2016 actuals:
  • Over 18,000 students in grades K – 12 visited the Museum
  • Following each school visit, teachers are sent a survey to measure their satisfaction with the Museum experience and how it informed their students’ educational goals (223 responses as of 5/1/2017 for survey updated in January 2016).
  • 99% of teachers agreed that their field trip supported classroom curriculum/district standards
  • 99% of teachers agreed that their field trip tour fostered authentic student learning
  • 98% of teachers agreed that their students demonstrated mastery of learning outcomes
Program Success Monitored By

Success is monitored by feedback received through surveys sent to teachers who visit the Museum with their classes.

After each school visit, the Museum’s Curator of Education contacts teachers to ensure that their needs were met during their visit (223 responses as of 5/1/2017 for survey updated in January 2016).

Examples of Program Success

“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 

“All of our guides did a great job tailoring their presentations to the ages of our campers. Their knowledge was vast and their patience was much appreciated. Each group had a varied experience, which allowed us all to discuss and share at the end of the day!” – Educator, July 2016

“Our only standard is to help the students become wiser and more knowledgeable, and this museum most certainly does that.” – Educator, March 2016

“Class discussion this week was intense and informed. Many students commented that they felt the war was [no] longer a distant historical fact, but made more real by the effective details and storytelling by [our tour guide].” – Educator, Sept. 2016

Description

Community Education Programs include lectures, presentations and family-friendly activities. The Museum also promotes civic activities such as ceremonies on Memorial and Veterans Day each year, as well as Taps at the Tower. Funding Required: $902,000/year (included in Education budget).

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

More than 500,000 people from over 70 countries visited the Museum and events held on the grounds, including a 4% increase in ticketed attendance.

Long-Term Success

Long-term success is measured by the number of people gaining access to the Museum’s resources.

Some major events and their attendance in 2016 include:

  • Memorial Day: 1,500 attendees
  • Taps at the Tower: 2,000 attendees
  • Veterans Day: 1,900
  • Truce Tournament in partnership with Sporting KC: 322 attendees
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 programs.

Examples of Program Success

The Museum presented programming with more than 150 organizations and had 27,234 participants in 2016 (increase of 454% over 2013 attendees).

“Excellent museum that opened my eyes to an event and a period in history I knew little about. The exhibits were highly accessible and the staff was great. Definitely on par with some of the best historical museums in the country.” – Visitor, March 2017

“I feel like it was a privilege to go to this Museum. Extraordinarily well done. No matter the depth of your existing knowledge and/or interest in the Great War, you will come away from this visit the richer for it. The exhibits & films manage to “speak” to children and adults alike. Don’t miss this special museum, there’s not another one like it.” – Visitor, May 2017

Description

Since the Museum’s online database launched in July 2013 the Museum’s Registrar has digitized approximately 30,000 object images with accompanying information to the Museum’s website. In 2016, more than 16,000 visitors from 105 countries viewed the online database. Funding Required: $150,000 per year. The Museum also curates unique and interactive online exhibitions with online capability in mind. They reached over 50,000 viewers in 2016. Funding Required: $20,000/online exhibition. The Museum wishes to partner with Scholastic to produce curriculum for elementary, middle school and high school classrooms over three years that will be posted on the Scholastic website, which reaches over a million children annually. Funding Required: $1 million.

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 the number of strategic online partnerships to make content relevant and more available for users of interactive online exhibitions.

Outcome target: Create 1 new partnership resulting in a new interactive online exhibition (maintained since baseline 2014).

Outcome indicator: creation of 1 new online exhibition in 2017 in partnership with another organization.

Long-Term Success

Outcome: Increase the number of online exhibitions users by providing a robust offering of online exhibitions.

Outcome target: Increase online exhibitions users by 10% in 2017 to 55,000 (over 2016 actual at least 50,000 users)

Outcome indicator: Data will be collected using Google Analytics.

Program Success Monitored By

Program success is monitored using Google Analytics. The Museum tracks how many users access the Museum’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

The online database is being recommended as a primary source resource by National History Day and the Fairfax County Virginia School System. 

Current Interactive Online Exhibitions:

War Fare: A Culinary Exploration of WWI

  • Debuted: April 2014
  • 2016 users: 828 / 2016 pageviews: 29,310
  • Total users: 6,252/ Total pageviews: 177,830

The Christmas Truce, Winter 1914

  • Debuted: November 2014
  • 2016 users: 1,957 / 2016 pageviews: 17,674
  • Total users: 6,874/ Total pageviews: 66,640

Current Google Cultural Institute Online Exhibitions (Note: Due to changes in Google Cultural Institute statistical reporting, we only have full analytics for these exhibitions starting in October 2016)

Home Before the Leaves Fall : Debuted in 2014.

Make Way for Democracy!: Debuted in 2016.

Combined Statistics (Oct. 2016 – Dec. 2016)
  • Users: 2,954
  • Pageviews: 11,516
CEO Comments

The National World War I 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 is perceived, including:

  • Overcoming the perception that the Museum is about War, and instead repositioning it as a social history Museum fit for people of all ages.
  • Overcoming the perception of the Museum as just “Liberty Memorial” and increase understanding about the content of the Museum since the expansion in 2006.
  • Reliance on patronage/donors for the vast majority of revenue/expenses.
  • Having a relatively small staff compared to peer organizations.
With these challenges, however, the Museum has incredible opportunity in the years ahead to:
  • Maximize multiple opportunities being presented locally, nationally, and internationally during the Centennial of WWI.
  • Utilize our unique position as the only National WWI Museum in America to positively affect social change (i.e. anti-bullying).
  • To be seen as much more than a Museum, but as an essential pillar in the community that provides leadership, collaboration, and inspiration.
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 World War I Museum and Memorial. A native of Australia, Naylor began his tenure at the Museum 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.

Co-CEO/Executive Director
Term Start 0
Compensation Last Year
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 40
Paid Part-Time Staff 8
Volunteers 394
Paid Contractors 22
Retention Rate 90%
Staff Diversity (Ethnicity)
African American/Black 0
Asian American/Pacific Islander 0
Caucasian 95
Hispanic/Latino 5
Other (Please Specify) In percentages
Staff Diversity (Gender)
Female 63
Male 37
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

During the Centennial commemoration (2014-2019), the Museum is partnering 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
  • American Field Service
  • American Gold Star Mothers
  • American Jazz Museum
  • Ancestry.com
  • Australia War Memorial, Canberra
  • Broadway Across America
  • Command and General Staff College at Fort Leavenworth
  • Disabled American Veterans
  • Federal Reserve Bank of Kansas City
  • First Division Museum at Cantigny
  • Folk Alliance International
  • Google
  • Harriman-Jewell Series
  • Imperial War Museums
  • Kansas City Ballet
  • Kansas City Public Library
  • Kansas City Royals
  • Kansas City Symphony
  • Kansas City Repertory Theatre
  • Kauffman Center for the Performing Arts
  • Lyric Opera
  • Midwest Center for Holocaust Education
  • National Archives at Kansas City
  • 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 State Historic Site
  • Truman Presidential Museum and Library
  • University of Missouri-Kansas City
  • U.S. Centennial Commission
  • Veterans of Foreign Wars
  • World War I Historical Association
  • International consulates and institutions; and more.
Awards
Award/RecognitionOrganizationYear
Number One Attraction in Kansas CityTrip Advisor0
Described as "Kansas City's crown jewel"Lonely Planet2013
Midwest Travel TreasureAAA Midwest2014
Certificate of ExcellenceTrip Advisor0
Favorite MuseumKC Visitors' Choice Awards0
Best Museum Exhibition435 South Magazine2012
Best MuseumKC Magazine's City's Best Awards0
Emmy for Historical Cultural Program Feature with KCPTEmmy Awards2011
First Place in Public Service Announcement CategoryPhilly Awards2011
Second Place in Fundraising AppealPhilly Awards2011
Best Museum (Silver)Ingrams Magazine0
Parents Connect Parents' Pick NomineeNickelodeon2009
Bronze Award in Best Museum or Art GalleryIngrams Magazine0
Readers' vote for Best Place to Stand in Kansas CityThe Kansas City Star2009
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
Top 40 Public ArtworksPublic Art Network, Americans for the Arts2007
Kansas City Historic Preservationist of the YearKansas City American Institute of Architects2007
Institute Honor AwardAmerican Institute of Architects2007
Preservation AwardHistoric Kansas City2014
#6 of 10 Best Military Museums that Bring Battles to LifeUSA Today2014
Ranked No. 23 Museum in the United StatesTrip Advisor2014
City's Best: Best Visitor ExperienceKC Magazine2014
Family Faves: Favorite MuseumKC Parent Magazine0
Top AttractionsKansas City Business Journal2014
Ranked 5th best museum in the United StatesYelp2015
No. 1 Museum in Kansas CityTripAdvisor2015
Ranked No. 21 Museum in the United StatesTripAdvisor2015
Ranked No. 32 Museum in the United StatesTripAdvisor2016
Merit AwardAmerican Association for State and Local History2016
Best MuseumThe Pitch Best of Kansas City Awards2016
Best View and Best LandmarkThe Pitch Best of Kansas City Awards2015
Favorite LandmarkKC Visitor's Choice Awards2015
Travelers' Choice AwardTripAdvisor0
50 Museum We LoveMidwest Living magazine2015
Preservation AwardHistoric Kansas City2014
Government Licenses
Is your organization licensed by the government? No
CEO Comments

During the Centennial the Museum will extend its impact, and establish itself as the foremost interpreter and resource for insight into the Great War. We will serve as a respected and pre-eminent resource to the national and international media.

We will strategically build 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 Jorgenson
Company Affiliation US Bank
Term Nov 2016 to Nov 2018
Email abrown@theworldwar.org
Board Members
NameAffiliation
Mr. Hector Barreto The Latino Coalition
Mr. Brad Bergman Midwest Trust
Mr. Thomas Butch Waddell & Reed Financial
Congressman Emanuel Cleaver IIUnited States House of Representatives
Mr. Dan Crumb Kansas City Chiefs
Mr. Peter DeSilva UMB Bank
Mr. David Ebbrecht Genessee Wyoming Railway
Mr. Mark Henderson Lockton
Dr. Andrea Hendricks Federal Reserve
Mr. Mark Jorgenson
Ms. Mary Jane Judy Polsinelli, LLC
Ms. Elaine Drodge Koch Bryan Cave
Mr. John Kornitzer Kornitzer Capital Management Inc./The Buffalo Funds
Mr. Tim Kristl Mitchell, Kristl, Lieber, PC
Mr. Gordon Lansford JE Dunn
Mr. David Mecklenburg Kansas City Parks & Recreation Department
Mr. Marty Nevshemal Sporting KC
Mr. Kevin Rooney Bank of America Merrill Lynch
Mr. John Sherman MLP Holdings
Ms. Jeannine Strandjord Business Professional
Mr. Kent Sunderland Ash Grove Cement Company
Mr. Scott Van Genderen Edward Jones
Ms. Julie Wilson Cerner
Mr. Richard B. Young Jr.State Street
Board Demographics - Ethnicity
African American/Black 2
Asian American/Pacific Islander 0
Caucasian 21
Hispanic/Latino 1
Native American/American Indian 0
Other 0
Board Demographics - Gender
Male 19
Female 5
Unspecified 0
Governance
Board Term Lengths 3
Board Term Limits 2
Board Meeting Attendance % 71%
Written Board Selection Criteria? Yes
Written Conflict of Interest Policy? Yes
Percentage Making Monetary Contributions 90%
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 Cook VML
Mr. Kevin Costner Actor
Mr. Robert Dalessandro
Mr. John Dillingham Dillingham Enterprises
Mr. Lou Gossett Jr.Actor
Mr. Steve Harrison Edward Jones
Ms. Diane Lees Imperial War Museums
Gen. Richard Myers Retired
Gen. Gordon R. Sullivan Retired
Rear Admiral J. Stanton Thompson Retired
Mrs. Blanche Touhill Community Volunteer
Mr. Joe Touhill Community Volunteer
Mr. Thomas Tull Legendary 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. As the Centennial observation unfolds over the next many years, we have the opportunity to make the Museum a global focal point of that remembrance. We have a responsibility to tell the story of the Great War in a compelling and relevant manner. The world will be watching.

Thomas W. Butch, Former Chairman of the Board of Trustees

Financials
Fiscal Year Start Jan 01, 2017
Fiscal Year End Dec 31, 2017
Projected Revenue $7,964,485
Projected Expenses $7,381,667
Endowment Value $2,460,182
Spending Policy Percentage
Percentage 5
Form 990s
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 2015, 2014, 2013: 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 Year201520142013
Foundation and
Corporation Contributions
$6,221,362$745,064$1,253,468
Government Contributions$1,478,399$1,750,794$1,201,200
Federal----$0
State----$0
Local----$0
Unspecified$1,478,399$1,750,794$1,201,200
Individual Contributions----$0
$0$0$0
$2,392,022$2,107,463$1,746,806
Investment Income, Net of Losses$133,407$161,479$94,148
Membership Dues$84,610$93,935$95,584
Special Events$248,045$61,935$0
Revenue In-Kind$4,065$98,130$0
Other$0$0$0
Expense Allocation
Fiscal Year201520142013
Program Expense$4,467,919$3,918,847$3,719,703
Administration Expense$418,015$276,712$211,494
Fundraising Expense$308,480$268,955$375,741
Payments to Affiliates----$0
Total Revenue/Total Expenses2.031.121.02
Program Expense/Total Expenses86%88%86%
Fundraising Expense/Contributed Revenue4%11%15%
Assets and Liabilities
Fiscal Year201520142013
Total Assets$15,723,957$10,725,524$10,120,273
Current Assets$5,529,051$1,474,314$1,411,085
Long-Term Liabilities$0$0$0
Current Liabilities$399,494$629,971$544,808
Total Net Assets$15,324,463$10,095,553$9,575,465
Short-Term Solvency
Fiscal Year201520142013
Current Ratio: Current Assets/Current Liabilities13.842.342.59
Long-Term Solvency
Fiscal Year201520142013
Long-Term Liabilities/Total Assets0%0%0%
Top Funding Sources
Fiscal Year201520142013
Top Funding Source & Dollar Amount -- --Anonymous $1,101,950
Second Highest Funding Source & Dollar Amount -- --Anonymous $150,000
Third Highest Funding Source & Dollar Amount -- --Anonymous $150,000
Capital Campaign
Currently in a Capital Campaign? Yes
Campaign Purpose The Call to Duty Campaign will raise funds to construct a new gallery and improve outdoor space, enhance programming and reserve funds, and build an endowment.
Goal $25,000,000.00
Dates Nov 2014 to Dec 2019
Amount Raised to Date $17,198,000.00 as of May 2017
Capital Campaign Anticipated in Next 5 Years Yes
Organization Comments

As we are in the midst of the momentous centenary of World War I, the Museum’s goals for the next years include the following: 

One opportunity is to build a Special Exhibition Gallery to showcase temporary exhibitions both from our own collection as well as from around the world. The Wylie Gallery will feature traveling exhibits from partnering art and history museums around the world, and to display a wealth of artifacts currently held in storage. The Centennial commemoration of World War I offers the Museum an incredible opportunity and responsibility to expand its educational outreach to further tell the story of the lives of people who experienced the war.Above the Museum, adjacent to the Museum and Liberty Memorial grounds, are the most iconic views of Kansas City. Some say it is Kansas City’s front porch. In this ample greenspace, we seek to create a more comfortable and inviting area for visitors and residents.

This presents another opportunity to enhance the Museum’s programs with the grounds serving as an income-generating rental venue for private and corporate occasions. Outdoor enhancements could include deck and outdoor seating, catering kitchen, bathrooms, landscaping, walking path, canopy tens and additional parking areas.

Additionally, during the next four years we seek to strengthen support for programs and build an endowment for preserving the Museum’s mission. We invite you to take the opportunity to join us as the international spotlight shines on Kansas City and the National World War I Museum and Memorial as the world commemorates the Centennial of the Great War. 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

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 Jorgenson
Board Chair Company Affiliation US Bank
Year of Incorporation 1919
Former Names
Liberty Memorial Association
National WWI Museum
Liberty Memorial Museum
National World War I Museum