AIM Hallmarks of Prospering Museums


What are the AIM Hallmarks?

The 'AIM Hallmarks of Prospering Museums' offer a framework to help museums and heritage organisations throughout the UK.

The Hallmarks identify what it is about how successful heritage organisations work that enables them to prosper and thrive.

The Hallmarks are based on the understanding that successful museums share certain characteristics: a culture of resourcefulness, passion and willingness to try new things. These are all things that give prospering museums and heritage organisations their independent spirit and are rooted in how organisations think and behave, rather than in their size or structure.

How were the AIM Hallmarks developed?

The AIM Hallmarks distil and share the experience of two generations of leaders of these independent, innovative and imaginative museums, combined with respected thinking and research.

A paper outlining some of the key resources we drew on in developing the Hallmarks is available to download at the bottom of this page.

Using the AIM Hallmarks in your museum

You can download the AIM Hallmarks of a Prospering Museum in PDF format at the bottom of this page or view an online version.

We know that, since they were launched in June 2015, museums have used the AIM Hallmarks as the basis for management away days, board discussions or to help with their business planning. The Hallmarks are not intended to provide a rigid process which must be followed in a particular way, but rather to start a creative conversation which museums can use in developing their work.

The AIM hallmarks are not intended as a substitute for Accreditation, but can offer a useful supplement to Accreditation and other standards schemes.

How is AIM supporting the Hallmarks?

AIM wants to help museums to apply the principles of the AIM Hallmarks to help their organisations prosper. Our learning and investment opportunities offer direct support and we will soon be producing further resources to support museums in using the AIM Hallmarks, supported by Arts Council England through the Museums Resilience Fund.

To find out more about our programmes or resources, contact Helen Wilkinson, AIM Assistant Director,

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