Share |

Norman Rockwell Museum at Stockbridge Inc.

 9 Glendale Road, PO Box 308
 Stockbridge, MA 01262
[P] (413) 298-4100 x 235
[F] (413) 298-4142
Laurie Norton Moffatt
Facebook Twitter
 Printable Profile (Summary / Full)
EIN 04-2450813

LAST UPDATED: 10/23/2017
Organization DBA Norman Rockwell Museum
Former Names The Norman Rockwell Museum (2010)
Organization received a competitive grant from the Boston Foundation in the past five years No


Mission StatementMORE »

Norman Rockwell Museum presents, preserves and studies the art of illustration and is a world resource for reflection, involvement and discovery inspired by Norman Rockwell and the power of visual images to shape and reflect society.


The Museum advances social good through the civic values of learning, respect and inclusion and is committed to upholding the rights and dignity of all people through the universal messages of humanity and kindness portrayed by Norman Rockwell.

Mission Statement

Norman Rockwell Museum presents, preserves and studies the art of illustration and is a world resource for reflection, involvement and discovery inspired by Norman Rockwell and the power of visual images to shape and reflect society.


The Museum advances social good through the civic values of learning, respect and inclusion and is committed to upholding the rights and dignity of all people through the universal messages of humanity and kindness portrayed by Norman Rockwell.

FinancialsMORE »

Fiscal Year July 01, 2017 to June 30, 2018
Projected Income $6,024,805.00
Projected Expense $5,315,786.00

ProgramsMORE »

  • Education, and Digital Learning and Engagement
  • National exhibitions program
  • ProjectNORMAN: collections stewardship and public access
  • Rockwell Center for American Visual Studies

Revenue vs. Expense ($000s)

Expense Breakdown 2016 (%)

Expense Breakdown 2015 (%)

Expense Breakdown 2014 (%)

For more details regarding the organization's financial information, select the financial tab and review available comments.


Mission Statement

Norman Rockwell Museum presents, preserves and studies the art of illustration and is a world resource for reflection, involvement and discovery inspired by Norman Rockwell and the power of visual images to shape and reflect society.


The Museum advances social good through the civic values of learning, respect and inclusion and is committed to upholding the rights and dignity of all people through the universal messages of humanity and kindness portrayed by Norman Rockwell.

Background Statement

For 49 years, Norman Rockwell Museum has explored the impact of illustrated images and their role in shaping and reflecting American culture and society. Dedicated to education and art appreciation through the art of Rockwell and other notable American illustrators, we steward, present, and interpret the largest collection related to Norman Rockwell - 790 artworks and the Norman Rockwell Archive, and a growing collection representing dozens of other illustration artists, including Howard Pyle, N.C. Wyeth, J.C. Leyendecker, Maxfield Parrish, Charles Dana Gibson, James Montgomery Flagg, Al Parker, Joe De Mers, William Steig, Ruth Sanderson, and many more.

Founded in 1969 in Stockbridge (pop. 2,200) in rural western Massachusetts as a house museum, we quickly outgrew our space. To accommodate growing audiences and collections, we built a larger modern museum designed by Robert A. M. Stern on a 36-acre campus, which opened in 1993.
Today we are a community museum with a global reach, and a leading cultural destination in Massachusetts. Exhibitions engage more than 400,000 people a year across America and in Stockbridge. Most exhibits offer catalogues and family guides, lectures, curriculum, digital tours and engagement experiences, and free online resources. 
Our education programs engage visiting school groups from 4 states, and we provide free teacher resources online -- including a new curriculum lab with curricula, content shared among teachers, and student art work.
As a community leader, we present programs reflecting Rockwell's personal values, portrayed in his work, such as the Four Freedoms Forums - a model for civil discourse about current issues.

In 2009, we launched the Rockwell Center for American Visual Studies, the nation’s first research institute devoted to illustration, to establish a cultural context for the impact of published art on our society. Today, the Center is a primary resource for scholars and students, bringing needed attention to this understudied field through its new Society of Fellows program, a growing partnership with institutions and universities across the nation, a popular lecture series, new scholarship, and a Fellowship awards program for graduate students and scholars in the field. The Center also drives the Museum's growing Illustration Collection.

Our Division of Digital Learning and Engagement has introduced digital offerings in the galleries and online -- introducing Virtual Reality and other experiences.

Impact Statement

Norman Rockwell Museum believes in the power of visual images to change lives. The preeminent museum of American illustration art, we hold and interpret the world's largest Norman Rockwell collection and a significant collection of other illustration masters. Since 1969, our exhibitions and scholarship have repositioned Norman Rockwell within the 20th Century American art canon. Milestones: accreditation with American Alliance of Museums and receipt of the National Humanities Medal, the nation's highest award in the humanities. Our Rockwell Center for American Visual Studies has partnered with dozens of universities,  institutions, and collectors focused on American illustration and has awarded 15 Fellowships to scholars in the field, bringing needed attention to this underrepresented area of visual studies. We web-published our digital collections, making them freely accessible, and collaborated with the Roosevelt Institute and U.S. State Department, bringing Rockwell to the world.

Recent accomplishments: free access to our digital collections and scholarship; growing more diverse audiences through numerous international touring exhibitions and new interactives in the galleries and online; participating in the Google Art Project; working with public schools and alternative programs for at-risk youth to support education in a rural county where only 24% of adults have a college degree and 14% never complete high school, using Rockwell's images to engage 3000 students a year in dialogue about bullying, social justice, civility, and more while teaching American history, social studies, writing, and drawing. Our Museum brings significant export dollars into the region, with a local multiplier effect of $20 million.  

Top goals: Engage more diverse audiences worldwide through greater access to our collections/scholarship and new interactives and apps for today's digital learners; secure the Museum as The Center of American Illustration; and build a permanent endowment.

Needs Statement

The Museum holds, cares for and interprets the world's largest most significant holdings related to Norman Rockwell and a growing American illustration collection. These underpin a vibrant year-round exhibition and education program, the Rockwell Center for American Visual Studies (est. 2009), and many classes, lectures, and public programs.

Most pressing needs:
1) Build a permanent endowment to support annual and long term needs of the Museum.
2) Expand universal access to all our cultural assets.
3) Funds to grow and diversify our collections and programming.
4) Funds to modernize and expand digital offerings in the galleries, online, and for mobile apps to reach today's digital learners and sophisticated audiences;
5) Expand participation in our Education Program by presenting a modern curriculum, more digital experiences (free) and supporting more gallery visits by public schools needing financial support.
6) Funds to launch the next major traveling exhibition, Freedom, An Enduring Ideal.
7) Funds to support other key strategic goals and objectives, and to build internal capacity to engage next generations.
8) A Building Fund to maintain an aging infrastructure that remains undercapitalized today.
9) More staff development to maintain best practices and AAM accreditation.

CEO Statement

Norman Rockwell Museum aspires to make Norman Rockwell's artistic legacy and his unique expression of American values universally accessible to all audiences - especially newer generations. Since Mr. Rockwell entrusted his large personal collection to the Museum many years ago, we have developed an international exhibition program presenting his art at the Museum in Stockbridge and venues across American and around the world. Our renowned Rockwell collection underpins all our programming - classes for children and adults, lectures, workshops, forums, and new scholarship - while our definitive catalogue on Rockwell has repositioned the artist within the 20th century American art canon.
Today, we also are the definitive Museum of American illustration art. Not only do we have one of the largest illustration collections in the nation, but our exhibitions have represented hundreds of America's notable illustration commentators - historic and contemporary artists alike. Our Rockwell Center for American Visual Studies is bringing much needed scholarly attention and resources to the field through year-round exhibitions and lectures, a national fellowships awards program, publication of new scholarship, and establishment of a new Society of Fellows.
We have undertaken major multi-million dollar projects: building a modern museum to accomodate our growing collections and audiences, building capacity and staff to properly care for our holdings, launching the Rockwell Center, completing a comprehensive Master Plan that guides us well into the 21st century, building an American Illustration Collection, securing state of the art storage for our growing holdings, and looking ahead to establish a national study center for illustration.
All this important work has occured without a viable endowment. With earned income covering around HALF of basic expenses, we must raise significant funds to operate each year and to expedite special projects or exhibitions.
This is a major achievement given our rural location, thanks in large part to a broad donor base and national corporate, government, and foundation funding.
The Museum needs a permanent endowment to support annual programs and an aging infrastructure. Our cash reserves are low when benchmarked against our peer institutions, making us vulnerable to the economic ups and downs, and to unexpected  expenses from a particularly severe winter or from aging buildings and failing systems.
One of our top priorities is to grow our endowment, while raising funds for capital projects and year-to-year operations.

Board Chair Statement


Geographic Area Served


Located in Stockbridge, in rural western Massachusetts (Berkshire County), Norman Rockwell Museum is a major tourist destination, attracting 135,000 people a year from around the world; a majority come from New England and New York State. We are 2.5 hours from Boston and NYC metro areas. To reach broader audiences, we travel dozens of exhibitions across America each year, engaging another 200,000, and occasionally oveerseas.

Organization Categories

  1. Arts,Culture & Humanities - Art Museums
  2. -
  3. -

Independent research has been conducted on this organization's theory of change or on the effectiveness of this organization's program(s)

Under Development


Education, and Digital Learning and Engagement

The Museum offers education programming through two Divisions and across many platforms for adults, children, schools, and teachers. On-site programs include lectures, seminars, studio art classes for older children and adults, and art classes for toddlers/younger children; school-vacation week workshops; family events and festivals in warmer months; performances; Four Freedoms Forums; living history presentations and guided walks; all-day or half-day training programs for educators; periodic career days for art students; an immersive gallery-based program for visiting school groups and outreach presentations into regional schools. On site, our educators present guided gallery tours and classroom work in visual and language arts, social studies, and history using storytelling, writing, and discussions that help prepare young people for life, work, and citizenship. Curricula and other learning tools are free online. New digital interactives engage youth in the galleries and online.
Budget  $458,200.00
Category  Arts, Culture & Humanities, General/Other General Arts Education
Population Served Adults Children and Youth (0 - 19 years) College Aged (18-26 years)
Program Short-Term Success 

The Museum will continue to impact the surrounding region as we build our education programs for children and life-long learners – supporting area schools, families, permanent and part-time residents, and the larger community. Participation is growing already for school vacation workshops, the lecture series, and other newer programs.


We are developing a more learner-centric approach to guided tours and classes for visiting K-12 school groups,  enhancing our online national curricula and learning tools (all freely accessible), and expanding our popular lecture program – bringing in a variety noted scholars from other institutions.  These efforts will positively impact the local community and further enrich quality of life.


More education tools and interactive programs are offered online, and new applications are now in development for mobile devices, which will expand our community, reaching a broader, younger, more diverse audience nationally and internationally.
Program Long-Term Success 

The Museum is an active community citizen, working with schools and playing  a leading role in initiatives to improve the educational and jobs skills level of permanent residents and enrich the lives of all residents. Our school-vacation week workshops grow each year, benefiting local families, and our school-based program has served 93,000 students to date, with fees waived for Title I schools. Given that area residents have lower education levels than those of other MA counties and that many distressed public schools have cut art/music, this program positively impacts students and their communities. It will continue to do so as we develop more immersive experiences on-site and online.


Family festivals and other free outdoor events serve area residents and draw new diverse audiences. And a growing array of adult studio classes, lectures related to the art on view, and programs like the Four Freedoms Forums continue to flourish, adding greatly to the area’s quality of life.

Program Success Monitored By 
The Museum monitors participation at all our events as the primary barometer of success for a given program, taking extreme weather into consideration during the winter months. Additionally, surveys are distributed and collected by staff at many events, especially if they are new programs. 
Website visitation also is tracked every month as we add components, such as the interactive time-line, and soon, other interactive tools.
Examples of Program Success 

Participation continues to grow for many of the Museum’s on-site programs, such as the hugely popular school vacation-week workshops for younger students offered during the 3 school vacation weeks (December, February, and April),  the Rockwell Center lecture series with noted scholars in the field of illustration (averaging between 50 to 150 attendees), and the Four Freedoms Forums, which are being referenced as a model for the nation.

National exhibitions program

The Museum presents national exhibitions year-round, pulling from our own sizeable collections representing Norman Rockwell and other notable American illustrators, and borrowing from other collections and institutions. More than 450 individual artists - including Rockwell - have been featured to date. Our exhibitions reach 200,000 people across America and in Stockbridge every year. For example, in 2012, we traveled 16  exhibitions to 19 separate venues. Each exhibition includes a catalogue, a gallery guide (including digital gallery tour accessible from smart phones), and often digital interactives; many larger exhibitions include teacher and student study-guides and other resources, lectures, and special programs tailored to that exhibition.
Budget  $650,000.00
Category  Arts, Culture & Humanities, General/Other Visual Arts Exhibitions
Population Served US& International Families
Program Short-Term Success 
Growing our national exhibition program - featuring both Rockwell and other American artists - enlightens, informs, and delights new audiences of all ages while it brings important export dollars back to Massachusetts. Typically, our traveling exhibitions result in unprecedented attendance and revenues for the host museum - wherever they go. This indicates that people everywhere want to see new exhibitions of American illustration art if these programs are fresh, compelling, and resonate with their audiences. 
Program Long-Term Success 
The Museum's national exhibition program continues to reach broader, more diverse audiences each year. Recognizing Norman Rockwell's universal appeal to people of all ages and cultures, we are commited to bringing his art and personal legacy to the people. As the premier museum of American illustration, we also are commited to bringing attention and resources to the art of illustration - organizing and presenting more exhibitions featuring other notable American visual commentors. In recent years, we have traveled more exhibitions than ever before, many to smaller cities and towns. In the next three years, we will develop a major touring exhibition featuring Norman Rockwell's most iconic works, opening in major cities across America and overseas. We continue to expand our reach and programming in other areas: creating new interactives in the galleries and online, sponsoring more scholarship, and catalyzing greater appreciation and understanding of this important American art form.
Program Success Monitored By 
Every traveling exhibition venue is carefully vetted by us. In addition to a contractual loan agreement, they must meet many standards and requirements, including distributing and collecting visitor surveys, and filing a final report that provides statistical and anecdotal data.
Examples of Program Success 
In 1999, this Museum traveled a major new exhibition called Norman Rockwell: Pictures for the American People to seven venues in major American cities.  We hired a consultant, Aflect Corp., to monitor the response at each venue and report on audience attendance and commentary. The exhibition results shows that Rockwell was still relevant and that his work continued to resonate with people of all ages/backgrounds. More than 7 million people were drawn to the exhibition, and responses/anecdotes were so favorable, that the Museum made a strategic decision to commit resources over the long term to future traveling exhibitions that featured Norman Rockwell and other notable American illustrators.

ProjectNORMAN: collections stewardship and public access

ProjectNORMAN was launched in 2002 with seed grants from federal/foundation funders, and continues today with broad public/private support. A major strategic initiative and commitment, it entails preservation, conservation and housing of our collections (thousands of artworks and 200,000 archival items); cataloguing, and describing collections; digitizing images/information, and uploading digital assets to our database and website. ProjectNORMAN has helped re-introduce Norman Rockwell and his  visual legacy to new audiences as it continues to bring new material to light, enhancing exhibitions and catalyzing new scholarship. It has enabled us build capacity - train staffs in best practices, hire an Archivist, acquire equipment/storage furniture, conduct conservation surveys, and send out artwork for conservation. We are processing our entire Archive to current standards, uploading digital assets to a database; more than 30,000 images and finding aids are accessible on our website.

Budget  450,000
Category  Arts, Culture & Humanities, General/Other Museum Collections Conservation
Population Served US& International Adults College Aged (18-26 years)
Program Short-Term Success 

Over the past decade, ProjectNORMAN has revealed many collections that were once hidden, enabling easier access for curators and visiting researchers. Today, more than 30,000 items are online, including Norman Rockwell’s entire oeuvre; artworks by other illustrators; and portions of our Rockwell Archive – photo references, letters, and studio objects – many of which are in the public light for the first time. This has catalyzed new scholarship from NRM and others, including Bridget Cooks, Professor of Art History/UC Santa Cruz, writing a book about artwork from the civil rights era; Deborah Solomon, art critic/journalist with the NY Times, for a forthcoming biography on Rockwell; author/curator Ron Schick for his acclaimed book and traveling exhibition, Norman Rockwell: Behind the Camera; and Virginia Mecklenburg, Senior Curator at the Smithsonian American Art Museum, for her 2010 exhibition, Telling Stories: Norman Rockwell from the Collections of George Lucas and Steven Spielberg.

Program Long-Term Success 

Illustration art has commanded the power of mass communication in America for more than 150 years. Through the decades, it has reflected and shaped our world. Only in recent years have academic institutions and museums begun to consider its influence and significance as a popular, pervasive presence in America's periodicals, books, newspapers, advertisements, and today in electronic media, animation, and gaming. This recognition is due in part to Norman Rockwell Museum’s ambitious programs and scholarship, and the work of visiting scholars, made possible by ProjectNORMAN. Based on the great impact ProjectNORMAN has had already, when we gain full intellectual control of the Collection, we will further illuminate the impact Rockwell and other American illustrators have on their world – generating new scholarship, including the art of illustration into America’s college art history courses, and preserving an American treasure for future generations.

Program Success Monitored By 

Scholarship about Norman Rockwell has increased since the Museum launched ProjectNORMAN and revealed hidden collections. Dr. Mecklenburg wrote that our Rockwell collections are “crucial … to assessing the role of… the most influential creator of visual imagery of Rockwell’s generation . …[and] to understanding the way visual imagery reflected and fueled ideas about American identity…” Ron Schick wrote that “This important and ambitious collections-care effort must continue. It will take time and resources to complete. But I believe the initiative will prove invaluable to visiting scholars and researchers such as myself and it will foster new scholarship on Rockwell and American illustration art, building a context for academic work in the field of art history.” Inquiries to the Archives also have increased since the Museum announced the completion of major preservation/digitization projects, and especially since a major part of the collection was published online in 2011.

Examples of Program Success 
ProjectNORMAN has enabled us to interpret more thoroughly the life and work of Norman Rockwell (and several other historical and contemporary illustrators) in our exhibitions, lectures, and scholarship. Gaining intellectual control of these collections underpinned the launch the Rockwell Center for American Visual Studies. Progress with processing/digitizing has enabled other curators and scholars to conduct their work, as noted above. Virginia Mecklenburg found the collections invaluable to her 2010 exhibition on the collections of Spielberg and Lucas, noting  "The materials in your collection – from video recordings to audiotapes to newspaper clippings to photographs and so much more – cannot be found elsewhere….” Ron Schick stated publically that he could not have authored his book in 2009 without ProjectNORMAN. A current exhibition representing Alex Ross, organized and presented by The Andy Warhol Museum, was enriched by materials in our processed Rockwell collections.

Rockwell Center for American Visual Studies

The Rockwell Center is the only research institute devoted to the study and documentation of American illustration – an influential aspect of our visual culture that is only now being fully explored. The Center’s goal is to establish a context for the serious consideration of the role of American illustration in reflecting and shaping our world. Objectives are to foster new scholarship through collaboration among American museums, libraries, universities, and collectors with significant illustration collections; develop new generations of scholars, curators, and educators engaged in the study of American illustration; preserve the artistic contributions of our leading illustrators; build a comprehensive collection of original art and archival materials reflecting the contributions and accomplishments of noted American illustrators. Key initiatives include lectures, special exhibitions, and new scholarship, a web-based Illustration Network and the annual Rockwell Scholars fellowships.

Budget  100,000
Category  Arts, Culture & Humanities, General/Other Humanities Programs
Population Served Adults College Aged (18-26 years) US
Program Short-Term Success 
The Rockwell Center has advanced its objectives significantly over the past four years. Its Partnership Network has grown from four to 19 institutions; its website receives 2,500 visitors a week from around the world, nearly double 2011’s visitation; the web campus publishes information and  visual studies essays written by scholars in the field; and the Rockwell Scholar’s Program has awarded six research fellowships to date – with plans to expand. Our American illustration collection has grown to 2,500 artworks and 60 feet of archives; an extensive selection of art and archival materials are now accessible online; many scholars have presented lectures – as this program continues to grow; and the Center is presenting more illustration-based exhibitions that open at NRM and subsequently travel nationwide. We worked with Maryland Institute College of Art’s new MFA in Illustration Practice program to develop a Critical Seminar for graduate illustration students, which continues to grow.
Program Long-Term Success 

NRM launched the Rockwell Center in 2009 to bring more national attention and resources to the art of illustration. Already, we are inspiring new dialogue and scholarship in American illustration, collaborating with museums, libraries, archives, and universities with significant illustration collections; developing a new generation of scholars, professors, and curators in this field through greater dialogue on our website and through the new Rockwell Scholars fellowships; integrating illustration into art history and visual studies at universities and museums; and spurring preservation and collection of noteworthy illustration art to save works in peril of being lost. The Center is making an impact nationally, and will continue to do so.

Program Success Monitored By 
Success is measured by the increase in inquiries and dialogue between Center curators and students, professors, and other professionals, mostly by email and phone, usually following a web article, lecture, exhibition, or other event. Success also is measured by the growing interest in joining the web Illustration Partners Network; in the huge increase in gifts of original illustration art and archives to the American Illustration Collection -- which doubled last year and will double again this year; and in the number of applicants from across the nation who are applying to the Rockwell Scholars Program for graduate and post-graduate fellowships.  
Examples of Program Success 
Examples of Program success include (1) the Center's website, which now receives 2,500 visitors a week; (2) the expansion of the online Illustration Partner's Network, now at 19 members; (3) increased inquiries from students and scholars each year; (4) increased number of applications -- and fellowship awards -- through the Rockwell Scholars Program (funded in part by the Lehman Foundation); (4) doubling our American Illustration Art Collection in just 3 years; (5) presenting more illustration exhibitions and related programs; (6) presenting more scholarship in the form of published essays and public lectures than ever; and (7) building new constituencies and audiences.

CEO/Executive Director/Board Comments

Challenges and opportunities: Norman Rockwell Museum is stronger than ever today, having emerged from the economic recession of 2008-2009 on firm footing with a new strategic and financial plan and a comprehensive Master Plan. The Museum successfully retired all our debt, invested heavily in infrastructure campus-wide, published our vast digital assets online; expanded and diversified our national Board of Trustees and Board committees, and launched several bold initiatives:
(1) the Rockwell Center for American Visual Studies, which has brought new audiences, partners, scholarship, and recognition to the Museum as well as community and cohesion in the field of illustration.  
(2) the Division of Digital Learning & Engagement, whose Director has refreshed and coalesced all digital assets under one brand, created many new digital offerings for visitors in the galleries and online, and continues to expand our offerings, to include virtual reality experiences, games, and mobile apps.   
We continued to promote and expand an ambitious traveling exhibition program, which reaches 200,000+ visitors across the continent every year, and we nearly doubled the size of our American Illustration Art Collection with acquisition of the Famous Artist School collection, while also adding art and archives to our Norman Rockwell Collection.
However, to achieve our strategic goals and objectives for the next decade--especially to reach new generations--the Museum needs to grow investments in technology and capacity.  Thus, we are setting ambitious institution-wide goals to increase financial resources and build our small Endowment. This will enable us to achieve strategic objectives of engaging a diverse worldwide audience through greater access to our collections and programs; firmly establishing the Museum as the Center of American Illustration Art; and nurturing an internal culture of innovation.
These goals will carry us well into the 21st Century as we build resources and capacity needed to present programs that connect to new and diverse communities across the globe.


CEO/Executive Director Ms. Laurie Norton Moffatt
CEO Term Start Nov 1986
CEO Email
CEO Experience

As the Museum’s administrative, strategic, and artistic leader, Director/CEO Laurie Norton Moffatt (BA, Art History, MBA) provides the overall vision for all initiatives and projects. The Museum’s first curator, she shepherded its growth as Director since 1986. A Rockwell scholar, she authored the definitive catalogue on Norman Rockwell (a 10-year effort), repositioning the artist within the 20th century art canon, and broadened our mission to include other noteworthy American illustrators. She transformed the Museum from a local house museum to an internationally recognized institution with a significant collection of American paintings - leading the campaign to create a modern Museum, growing its professional staff, guiding its conservation-preservation efforts, and conceiving the Rockwell Center for American Visual Studies.

Co-CEO --
Co-CEO Term Start --
Co-CEO Email --
Co-CEO Experience --

Former CEOs and Terms

Name Start End
-- -- --

Senior Staff

Name Title Experience/Biography
Ms. Jill Gellert Chief Operating and Financial Officer As Chief Financial and Operating Officer, Gellert is responsible for overall planning and management of the business, human resources, administrative, legal, information technology, security, risk management and financial affairs of the Museum. Is primary advisor to the Director and Board of Trustees on fiscal and administrative matters. 
Ms. Margit Hotchkiss Deputy Director for Audience & Business Development

 As Deputy Director for Audience/Business Development, Hotchkiss brings together the earned revenue departments with the marketing and communications team.

A member of the senior team, she oversees Visitor Services, the Museum Store and E-commerce, Special Events, and the Communications Department—working closely with the Development Department and Director of Digital Learning and Engagement. She also directs all activity in marketing, media relations, and publications, oversees advertising, and represents the Museum to the public. 

She has been with the Museum since 2007 and oversees the work of the Manager of Media services, Communications Coordinator, Visitor Services Director, and Store Manager.

Ms. Stephanie Plunkett Deputy Director/Chief Curator

Stephanie Haboush Plunkett (BA, MFA, Illustration, Education) will be Project Director for this two-year effort. She has led the Museum’s curatorial team and shepherded preservation/conservation efforts for 14 years. Today, her staff has the expertise to implement best professional standards in care, handling, and preservation. One of the leading Rockwell and illustration art scholars in the country, Plunkett oversees all curatorial/collections/education departments and projects including ProjectNORMAN and the Rockwell Center, and is responsible for planning/executing all exhibitions, catalogs, and related humanities programming including education programs for area K-12 schools. Among other projects, Plunkett oversaw the three-year Arrangement and Description effort under NEH #-50144-08, as well as digitization-cataloging of our negatives collection – implementing quality control measures for the vendor’s work and directing care and maintenance of the digital files.


Award Awarding Organization Year
National Humanities Medal - America’s highest honor in the field of the humanities The White House and the National Endowment for the Humanities 2008


Affiliation Year
-- --
Member of state association of nonprofits? No
Name of state association --

External Assessments and Accreditations

External Assessment or Accreditation Year
American Association of Museums 2011



CEO/Executive Director/Board Comments

Challenges and opportunities: Norman Rockwell Museum is a smaller museum with a global mission. We seek to broaden access to the arts worldwide – particularly the art of Norman Rockwell and American illustration; to engage new and nontraditional audiences in art appreciation and education; to inspire new scholarship in this field; to preserve the art of Rockwell and other illustrators for future generations; and to advocate for the local creative economy and the national illustration art community.  

The Museum emerged out of the Great Recession on firm financial footing, having undertaken (and having carefully followed) strategic and financial plans adopted in 2008 and 2009 respectively, and comprehensive Master Plan adopted in 2010.

In the last three years, we retired most of the Museum’s debt, invested heavily in infrastructure campus-wide, expanded and diversified our national Board of Trustees and key Board committees, and launched several new programs – most notably the Rockwell Center for American Visual Studies – the nation’s first research institute devoted to illustration.  The Center in turn has launched a myriad of new programs which are building community and cohesion in the field of illustration.

In the last three years, we expanded our national exhibitions program, presenting newer, bolder exhibitions at the Museum in Stockbridge while simultaneously traveling dozens of others. As a result, our exhibitions now reach a broader audience of more than 600,000 visitors annually. In this short timeframe, we also published a significant part of our digital holdings on the web where they are globally accessible; we tripled the size of our new American Illustration Art Collection while adding art and archives to our renowned Rockwell Collection; and we are building digital delivery platforms/WiFi/apps for mobile devices that will connect the Museum's collections and scholarship to new communities here and across the globe.

The Museum remains undercapitalized. Cash reserves are very thin following four tough years. At the same time, the physical plant is aging and upgrades/major investments are inevitable. Thus, we are addressing the institutional goals of strengthening the Museum’s financial and physical foundation – building cash reserves and a permanent Endowment; creating greater digital access to our collections and programs; establishing the Museum as the home of American Illustration; and nurturing an internal culture of innovation.
These goals will carry us well into the 21st Century.

Foundation Comments


Staff Information

Number of Full Time Staff 27
Number of Part Time Staff 38
Number of Volunteers 30
Number of Contract Staff 0
Staff Retention Rate % --

Staff Demographics

Ethnicity African American/Black: 1
Asian American/Pacific Islander: 1
Caucasian: 63
Hispanic/Latino: 1
Native American/American Indian: 1
Other: 0
Other (if specified): --
Gender Female: 44
Male: 21
Not Specified 0

Plans & Policies

Organization has Fundraising Plan? Under Development
Organization has Strategic Plan? Yes
Years Strategic Plan Considers 10
Management Succession Plan Under Development
Business Continuity of Operations Plan Yes
Organization Policies And Procedures Yes
Nondiscrimination Policy Yes
Whistle Blower Policy No
Document Destruction Policy Yes
Directors and Officers Insurance Policy Yes
State Charitable Solicitations Permit Yes
State Registration No

Risk Management Provisions


Reporting and Evaluations

Management Reports to Board? Yes
CEO Formal Evaluation and Frequency Yes Annually
Senior Management Formal Evaluation and Frequency Yes Annually
Non Management Formal Evaluation and Frequency Yes Annually


Board Chair Mr. Robert Horvath
Board Chair Company Affiliation Full time illustrator/painter
Board Chair Term Sept 2015 - 2018
Board Co-Chair --
Board Co-Chair Company Affiliation --
Board Co-Chair Term -

Board Members

Name Company Affiliations Status
Mr. Dolf Berle President/COO of Dave & Busters, a national chain of entertainment complexes Voting
Ms. Ruby Bridges Ruby Bridges Foundation Chairman (LA) Exofficio
Dr. Alice Carter CA State University/San Jose - Professor/author Voting
Mr. Anthony M. Consigli Consigli Construction Voting
Ms. Mary Jo Engels Retired, community volunteer Voting
Mr. Walter Engels Retired, MA Voting
Mr. John V. Frank Retired, OH Voting
Mr. David Glodt EncompassMedia Voting
Dr. Mary Grant Mass. College of Liberal Arts - President (MA) Voting
Mr. Johnny Haney Alliance Industries, AR Voting
Mr. William Hargreaves Retired, CT Voting
Ms. Louise Holland Chairperson, Abell Assoc., shopping center dev/management company. Voting
Ms. Louise Holland Abbell Credit Corporation Voting
Mr. Robert Horvath Talbot County Free Library Executive Director (MD) Voting
Mr. John Hyson Retired, MA Voting
Mr. Richard Kelly Kelly Collection of American Illustration in Great Falls, VA Voting
Mr. George Kennedy Retired (MA) Voting
Ms. Valerie Kennedy Retired (MA) Voting
Ms. Carol Konner retired Voting
Mr. Mark Krentzman BioVentures Investors, MA Exofficio
Mr. Edward Lamont Lamont Digital Systems, Inc. CEO (CT) Voting
Ms. Magdalen B. Livesey Cortina Learning Intl Voting
Ms. Jorja-Ann P. Marsden Administrator, Town of Stockbridge, MA. Voting
Ms. Roberta McCulloch-Dews Mayor's Office, Pittsfield, MA Voting
Mr. Wendell Minor Illustrator, CT Exofficio
Ms. Anne H Morgan Retired, GA Exofficio
Mr. Perri Petricca Petricca Industries (MA), CEO Exofficio
Mr. Duncan Pollock Retired, NY Voting
Mr. Thomas L. Pulling Retired, NY Exofficio
Ms. Daisy Rockwell Artist living in Vermont Voting
Ms. Marion Simon Community Volunteer Voting
Mr. John Spellman Consultant to Loan Guarantee Program Office U.S. Department of Energy, Washington, D.C; Voting
Mr. Steven Spielberg Film-maker/producer; principal partner of DreamWorks Studios (CA) Voting
Mr. Peter C. Williams Attorney, MA Voting
Ms. Jamie Williamson Massachusetts Commission Against Discrimination (MCAD) Commissioner Voting
Mr. Michael Wynn Chief of Police, Pittsfield Voting

Constituent Board Members

Name Company Affiliations Status
-- -- --

Youth Board Members

Name Company Affiliations Status
-- -- --

Advisory Board Members

Name Company Affiliations Status
-- -- --

Board Demographics

Ethnicity African American/Black: 3
Asian American/Pacific Islander: 0
Caucasian: 32
Hispanic/Latino: 0
Native American/American Indian: 0
Other: 0
Other (if specified): 0
Gender Female: 15
Male: 20
Not Specified 0

Board Information

Board Term Lengths 3
Board Term Limits 3
Board Meeting Attendance % 75%
Written Board Selection Criteria Under Development
Written Conflict Of Interest Policy Yes
Percentage of Monetary Contributions 90%
Percentage of In-Kind Contributions 10%
Constituency Includes Client Representation No

Standing Committees


CEO/Executive Director/Board Comments

 Norman Rockwell Museum is a modest-sized museum with a global mission. We seek to broaden opportunity and access to the arts worldwide – particularly the art of Norman Rockwell and American illustration; to engage new and nontraditional audiences in art appreciation and education through the work of Rockwell and other illustration masters; to inspire new scholarship in this field; to preserve the art of Rockwell and other illustrators for future generations; and to advocate for the local creative economy and the national illustration community.  

The Museum is moving forward with a refreshed strategic vision of engaging a worldwide audience through digital access to our collections and scholarship, and digital experiences for today's digital learners; firmly establishing the Museum as the home of American Illustration Art; increasing financial resources and building a viable lasting Endowment, and nurturing an internal culture of innovation. These goals will carry us well into the 21st Century as we build programs and infrastructure that will continue to grow our audiences and connect to new communities across the globe.


Foundation Comments



Revenue vs. Expense ($000s)

Expense Breakdown 2016 (%)

Expense Breakdown 2015 (%)

Expense Breakdown 2014 (%)

Prior Three Years Total Revenue and Expense Totals

Fiscal Year 2016 2015 2014
Total Revenue $5,701,850 $5,024,812 $4,285,272
Total Expenses $5,107,905 $4,746,217 $4,363,107

Prior Three Years Revenue Sources

Fiscal Year 2016 2015 2014
Foundation and
Corporation Contributions
-- -- --
Government Contributions $34,400 $281,650 $226,300
    Federal -- -- --
    State -- -- --
    Local -- -- --
    Unspecified $34,400 $281,650 $226,300
Individual Contributions $1,938,334 $1,026,155 $796,827
Indirect Public Support -- -- --
Earned Revenue $3,172,702 $3,236,770 $2,935,137
Investment Income, Net of Losses $132,145 $71,368 $98,322
Membership Dues $239,632 $181,376 $177,171
Special Events $104,407 $75,757 $-30,626
Revenue In-Kind -- -- --
Other $80,230 $151,736 $82,141

Prior Three Years Expense Allocations

Fiscal Year 2016 2015 2014
Program Expense $3,631,742 $3,395,125 $3,154,766
Administration Expense $966,905 $888,016 $849,193
Fundraising Expense $509,258 $463,076 $359,148
Payments to Affiliates -- -- --
Total Revenue/Total Expenses 1.12 1.06 0.98
Program Expense/Total Expenses 71% 72% 72%
Fundraising Expense/Contributed Revenue 25% 33% 36%

Prior Three Years Assets and Liabilities

Fiscal Year 2016 2015 2014
Total Assets $9,568,168 $8,774,359 $8,837,234
Current Assets $1,567,760 $1,250,125 $1,258,046
Long-Term Liabilities -- $0 --
Current Liabilities $329,487 $399,469 $738,782
Total Net Assets $9,238,681 $8,374,890 $8,098,452

Prior Three Years Top Three Funding Sources

Fiscal Year 2016 2015 2014
1st (Source and Amount) -- --
-- --
-- --
2nd (Source and Amount) -- --
-- --
-- --
3rd (Source and Amount) -- --
-- --
-- --

Financial Planning

Endowment Value $161,500.00
Spending Policy Percentage
Percentage(If selected) 5.0%
Credit Line Yes
Reserve Fund Yes
How many months does reserve cover? --

Capital Campaign

Are you currently in a Capital Campaign? No
Capital Campaign Purpose --
Campaign Goal --
Capital Campaign Dates -
Capital Campaign Raised-to-Date Amount --
Capital Campaign Anticipated in Next 5 Years? Yes

Short Term Solvency

Fiscal Year 2016 2015 2014
Current Ratio: Current Assets/Current Liabilities 4.76 3.13 1.70

Long Term Solvency

Fiscal Year 2016 2015 2014
Long-term Liabilities/Total Assets 0% 0% 0%

CEO/Executive Director/Board Comments

Norman Rockwell Museum is a national museum with a global mission. We seek to broaden opportunity and access to the arts worldwide – particularly the art of Norman Rockwell and American illustration; to engage new and nontraditional audiences in art appreciation and education; to inspire new scholarship in the field of illustration; to preserve the art of Rockwell and other illustrators for future generations; and to advocate for the local creative economy and the national illustration community.  

The Museum is on firm financial footing, having retired all debt, invested in infrastructure campuswide, expanded and diversified our national Board of Trustees and key committees, and launched several initiatives. These include (1) the Rockwell Center for American Visual Studies (founded 2009) which has launched a Society of Fellows and other new programs, all of which are building community and cohesion in the field of illustration, and (2) The Division of Digital Learning and Engagement, which has refreshed, coalesced, and expanded the Museum's growing digital assets -- including websites and digital learning tools for students and educators. The latter includes new interactives in the galleries and online, with a mobile app available in 2018, and online curricula informed by an online network of teachers recruited from across the nation--the first online, free Curriculum Collaborative.

As the leading presenter of Norman Rockwell and American illustration, our national exhibitions program has sent more than 150 exhibitions across the continent and abroad. In the last three years, we expanded this program further, presenting new exhibitions at the Museum in Stockbridge while traveling dozens of others across America. As a result, we reach a diverse audience of more than 400,000 annual visitors; many are non-traditional museum-goers. We have digitized and published a significant part of our collection on the web where they are freely accessible; quadrupled our American Illustration Art Collection while adding important art and archives to our renowned Rockwell Collection; and we are building new digital engagement experiences that are connecting to new audiences in our galleries and online.

We continue to strengthen the Museum’s financial and physical foundation (including a larger, lasting Endowment and building fund).

We continue to build access to our holdings and programs in the galleries, in classrooms and schools, and online; to establish the Museum as the home of American Illustration; and to nurture an internal culture of innovation. These initiatives are carrying us well into the 21st Century.

Foundation Comments

Financial summary data in the charts and graphs above is per the organization's IRS Form 990s. Contributions from Foundations & Corporations are listed under Individuals when the breakout was not available.


Other Documents

No Other Documents currently available.


The Impact tab is a section on the Giving Common added in October 2013; as such the majority of nonprofits have not yet had the chance to complete this voluntary section. The purpose of the Impact section is to ask five deceptively simple questions that require reflection and promote communication about what really matters – results. The goal is to encourage strategic thinking about how a nonprofit will achieve its goals. The following Impact questions are being completed by nonprofits slowly, thoughtfully and at the right time for their respective organizations to ensure the most accurate information possible.

1. What is your organization aiming to accomplish?


2. What are your strategies for making this happen?


3. What are your organization’s capabilities for doing this?


4. How will your organization know if you are making progress?


5. What have and haven’t you accomplished so far?