INDUSTRY INSIGHTS YOUR PEERS ARE READING
[The following is based on Ashley Bach's The Seattle Times article, "No Audit at Bellevue Arts Museum Since 2003", dated June 23, 2007. Well, up until recently, maybe The Bellevue Arts Museum located in Bellevue , Washington; which has been long plagued by some catastrophic difficulties that honestly would have shut most non profits down a bit ago. The recent leadership at The Bellevue Arts Museum can tell you why. A Bellevue Arts Museum staffer was embezzling their money. MORE
Arts and culture organizations such as media companies, magazines, public radio stations, museums, theaters, and arts advocates have unique needs when it comes to data management. MORE
After visiting a children’s museum with her young son in 1992, Leanne Poellinger added “work at a children’s museum” to her bucket list. I also check Facebook to do a quick scan for any activity on the museum’s page that requires action. MORE
New York City’s Tenement Museum Museum just released this laugh-out-loud blog post on modern parenting in 1878 , and featured the post (along with a nice discount in the Museum Shop) in its May e-news. MORE
A recent story on NPR's All Things Considered showcased just how much in financial distress many museums around the country are. The National Academy Museum and School of Fine Art is now "blacklisted" by other museums-they won't lend artwork to it for shows. MORE
This year, the American Association of Museums (AAM) held their annual conference in the twin cities, with a number of fantastic events hosted by our clients including the Minneapolis Institute of Arts, the Science Museum of Minnesota, the Walker Art Center and the Minnesota History Center. The museum community as a whole continues to battle declining attendance, soft membership renewal rates and decreased federal, state and local government support. MORE
During the wee hours of the morning of April 8 th , I received a call from Tom Harrison, director of the award-winning North Carolina Black Bear Festival and Bear-ology Museum. Tom saw this as an opportunity to warn drivers and share safety advice on behalf of the museum and festival. MORE
Last summer, my husband and I finally visited The Stickley Museum at Craftsman Farms , which had been on our go-to list for a decade. Here’s what surprised and delighted me: The museum is run by a tiny but energized staff and volunteer team , who welcomed and toured us around with contagious passion. MORE
In the client case study Steve presented, JCA partnered with a museum to help them determine which members were (and weren’t) likely to renew. The museum is now in a position to implement a targeted renewal strategy based on data, not instincts. MORE
Source: Mashable File this under the bizarre - and also under something things I had no clue existed: People looking for their doppelgänger in museums. Still, if this gives people a reason to head to museums in search of their twin stranger I'm all for it. MORE
Membership organizations looking for ways to entice constituents who have demonstrated an interest in their organization but haven't made the commitment to join are sure to find inspiration from the Brooklyn Museum , which recently launched a socially networked museum membership called 1stfans. Brooklyn Museum launched 1stfans on Dec. Cary, membership manager for the Brooklyn Museum. William Cary: 1stfans is the first socially networked museum membership. MORE
Finagle Bakery & Cafe is a doing a nice thing this week for Joanna and me, and a great thing for Boston’s Museum of Science. This promotion between Finagle and the Museum of Science is a great example of the local cause marketing we talk so much about in Cause Marketing for Dummies. MORE
Image via FreeFoto.com Art and museum curators are professionals at putting together exhibits. Basically, what a curator does is to show you the art the way she sees it: underlying themes, ideas, context, relationships. In social media, content curation is slightly different: "Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a. MORE
I was thrown back there this morning when I uncovered this card I had picked up at the Metropolitan Museum of Art (the Met). Even if we want to support the Museum’s mission, we don’t know which action is the priority or where to start. MORE
The Tenement Museum in NYC has launched an interesting new podcast I'll be listening to. Everyone wants more hot leads (direct inquiries from potential partners). But what about warm leads (someone who shows interest in your organization)? MORE
Mission Minded’s client, the Children’s Museum of Denver, announced the public phase of their capital campaign at a groundbreaking ceremony on April 8, 2014. Blog Capital Campaign Nonprofit Branding Nonprofit Communications Nonprofit Fundraising Nonprofit Training Storytelling Videos capital campaign children''s museum denver Minute Message Model one minute message MORE
Tags: Marketing art museum effective exhibit fun ideas innovation nonprofit science museum videos MORE
What if.you and your colleagues labored for years to fund, design and (finally) open your highly-visible museum (or cause/issue-focused organization)? What if —because the museum’s reason for being is so close to folks’ hearts and heads—the design and build is highly scrutinized for the many years it takes to launch? Or—really— because the museum’s focus is SO sensitive. That without these revenue streams, there would be no Museum. MORE
She relishes the challenge of reframing the public perception about the 90-year old museum, and the chance to market a wealth of experiences — from exhibition openings to awards ceremonies, from children’s art camps to adult classes in a dozen mediums. Katie Houston. MORE
Deadline: January 18, 2011 Institute of Museum and Library Services Announces Application Guidelines for Museum Grants for African American History and Culture The Institute of Museum and Library Services (IMLS) has announced the availability of guidelines and application forms for its 2011 Museum Grants for African American History and Culture program. Tags: RFP grants African American museums United States of America the foundation center MORE
This year’s 2009 annual black-tie Whitney Museum’s benefit held at the Whitney Museum in New York Monday October 19th, 2009 was sponsored by Versace and hosted by Museum Chairman Adam Weinberg, Donatella Versace, and Liz Swig. MORE
Say you’re a museum in a small city. Your museum is the next stop on their quest for inspiration. You help provide this by offering exhibitions, lectures, and classes at your museum. Tags: Cultivating donors Fundraising Marketing cause cause marketing charity charity marketing counseling culture domestic violence donors dream end abuse ideal solution mazarine treyz museum nonprofit solution women and children Do you know what keeps your donors up at night? MORE
She has been with the Museum for over 2.5 2:00 pm – 4:00 pm: On Thursdays, the Museum’s Director of Education and I meet to discuss upcoming engagement opportunities and public programming. Kelly Murphy. MORE
My guests are Nina Simon, blogger for Museum 2.0 and Rob Stein, Chief Information Officer of the Indianapolis Art Museum, discussing ways that cultural institutiosn can use social media.That sounds a bit stuffy, really, the podcast is about taking down the [.]. Tags: Social Media Indianapolis Museum of Art Nina Simon Participatory Museum Rob Stein Social good podcast This month’s Social Good podcast is called “How Cultural Groups Can Use Social Media.&# MORE
And I love museums. I’d sooner spend a day at the Louvre, or the Uffizi or the Smithsonian Air and Space Museum than almost anything else I can think of. That’s because they’re more likely to read, go to special learning camps, museums, and the like during the summer. MORE
Institute of Museum and Library Services Calls for 21st Century Museum Professionals Grant Applications Deadline: March 16, 2009 The Institute of Museum and Library Services ( [link] ) is calling for proposals from museums, museum service organizations, and universities for projects designed to enhance the professional development of museum staff. Tags: RFP grants museums the foundation center [Please help us. MORE
Like see the Sherlock Holmes museum. Or the Tate, or the Victoria and Albert Museum, Find this Terry Pratchett Mural. Have you heard of the National Fundraising Convention? The Institute of Fundraising in London is putting it on in July 2015. Oh happy day! MORE
the Indianapolis Museum does this very well. Put clear search functions on your website, again, Indianapolis Museum does this really really well. This openness and attention to detail makes me trust that they know what they’re doing when it comes to museum education. MORE
Mission Minded’s work on behalf of Denver Art Museum won a Colorado American Marketing Association PEAK award in the integrated marketing campaign category last night. Nonprofit Design advertising American Marketing Association award billboard campaign Denver Art Museum design Marvelous Mud nonprofit advertising outdoor PEAK Win MORE
Deadline: March 15, 2010 Institute of Museum and Library Services Invites 21st Century Museum Professionals Grant Applications The Institute of Museum and Library Services (IMLS) is calling for proposals from museums, museum service organizations, and universities for projects that will enhance the professional development of museum staff. Tags: RFP grants museums the foundation center From The Foundation Center. MORE
Museum permanent collection projects are not included in this category. Any American museum evincing a commitment to American art is eligible to apply for a grant. Museums outside of the United States may submit appropriate projects for consideration only if they have proof of valid nonprofit status provided by the U.S. See the Luce Foundation Web site for complete guidelines and examples of museums and projects that have been supported through the fund in the past. MORE
The hottest ticket in DC has to be the National Museum of African American History & Culture. If you can score tickets, the Hirshorn Museum's Yayoi Kusama exhibit is truly a sight to behold. National Museum of American History (The National Mall). US Holocaust Memorial Museum. Visit the Holocaust Museum , located on the south side of the National Mall, to remember the victims of the genocide and pledge to never forget what happened. MORE
The Museum of Fundraising : The Showcase of Fundraising Innovation and Inspiration. The Chronicle of Philanthropy asks Are You Prepared for a Long Recession? The Chronicle also has advice on Starting and Building an Endowment. Going once! Going Twice! MORE
Deadline: October 3, 2011 Target Accepting Applications for K-12 Field Trip Grants Program Target Corporation is accepting applications from education professionals for the Target Field Trip Grants program to bring K-12 students in the United States to museums, historical sites, and cultural organizations. From The Foundation Center. For more information on this grant opportunity, click "Link to Complete RFP" at the end of this post]. MORE
The Newark Museum is a marketing star, and I'm continually impressed with its creativity in engaging its diverse base. 2009 is the Museum's centennial and its marketing team has done a stellar job in making the most of that with special programming and a new tagline -- 100 years. The Museum promises the best of both worlds. Check mark -- it's everywhere Newark Museum is. Captures the spirit and promise of the Museum. MORE
The Wenham Museum in Wenham, MA wanted to reach a younger audience, and actively uses Pinterest & Instagram to post information on its exhibits and the artists featured in their collections. Baldrick''s Foundation wenham museum MORE
The Wing Asian Museum, Seattle. Simon, author of The Participatory Museum , and Rob Stein, chief information officer at the Indianapolis Museum of Art , which covers innovations for how arts groups and museums can engage with visitors and donors online. MORE
Tags: Social Media Brooklyn Museum of Art Museum 2.0 MORE
To commemorate those who sacrificed so much and to remember America’s role in WWII, historian-author Stephen Ambrose championed the National World War II Museum. The first phase of the Museum opened in New Orleans in 2001. It may be that the World War II Museum is the only one. MORE
On May 19, Denver Art Museum will unveil its new exhibition, “Spun: Adventures in Textiles.” When helping to brand the exhibition, Mission Minded took a strategic approach, analyzing the Museum’s audiences, goals, and brand position. MORE
Guidelines Available for Institute of Museum and Library Services Grants for African American Museums Deadline: January 15, 2008 The Institute of Museum and Library Services ( [link] ) has announced the availability of guidelines for the 2008 Museum Grants for African American History and Culture. Public or private nonprofit organizations whose primary purpose is to support museums identified above may also apply. From The Foundation Center. MORE
Mission Minded’s work on behalf of Denver Art Museum won a Colorado American Marketing Association PEAK award in the integrated marketing campaign category last night. Nonprofit Design advertising American Marketing Association award billboard campaign Denver Art Museum design Marvelous Mud nonprofit advertising outdoor PEAK Win MORE
So, I was pleased when I read this weekend the article Nikola Tesla museum campaign earns $500,000 online in two days in the The Guardian U.K A museum would do the trick. Yet, no Nikola Tesla museum exists in the United States. Where would this museum most properly be located? Hence, The Guardian's article about the museum campaign - which is more than on track. to the museum itself, to contribute. I hope to visit that museum! MORE
I love this post by Nina Simom at her Museum 2.0 Uncategorized Museum 2.0. www.eruptingmind.com. blog about building relationships between people and institutions. Her first two points are spot on. MORE
Museum Related Topics GenerationYGive
JANUARY 10, 2009
A recent story on NPR's All Things Considered showcased just how much in financial distress many museums around the country are. The National Academy Museum and School of Fine Art is now "blacklisted" by other museums-they won't lend artwork to it for shows.
Cause Related Marketing
JULY 13, 2011
To commemorate those who sacrificed so much and to remember America’s role in WWII, historian-author Stephen Ambrose championed the National World War II Museum. The first phase of the Museum opened in New Orleans in 2001. It may be that the World War II Museum is the only one.
Getting Attention
MAY 28, 2015
Last summer, my husband and I finally visited The Stickley Museum at Craftsman Farms , which had been on our go-to list for a decade. Here’s what surprised and delighted me: The museum is run by a tiny but energized staff and volunteer team , who welcomed and toured us around with contagious passion.
Seeking Grant Money Today
OCTOBER 26, 2009
Museum permanent collection projects are not included in this category. Any American museum evincing a commitment to American art is eligible to apply for a grant. Museums outside of the United States may submit appropriate projects for consideration only if they have proof of valid nonprofit status provided by the U.S. See the Luce Foundation Web site for complete guidelines and examples of museums and projects that have been supported through the fund in the past.
Mission Minded
APRIL 24, 2013
On May 19, Denver Art Museum will unveil its new exhibition, “Spun: Adventures in Textiles.” When helping to brand the exhibition, Mission Minded took a strategic approach, analyzing the Museum’s audiences, goals, and brand position.
Fundraising 123
MARCH 10, 2009
Membership organizations looking for ways to entice constituents who have demonstrated an interest in their organization but haven't made the commitment to join are sure to find inspiration from the Brooklyn Museum , which recently launched a socially networked museum membership called 1stfans. Brooklyn Museum launched 1stfans on Dec. Cary, membership manager for the Brooklyn Museum. William Cary: 1stfans is the first socially networked museum membership.
Selfish Giving
DECEMBER 29, 2017
Source: Mashable File this under the bizarre - and also under something things I had no clue existed: People looking for their doppelgänger in museums. Still, if this gives people a reason to head to museums in search of their twin stranger I'm all for it.
Seeking Grant Money Today
NOVEMBER 29, 2010
Deadline: January 18, 2011 Institute of Museum and Library Services Announces Application Guidelines for Museum Grants for African American History and Culture The Institute of Museum and Library Services (IMLS) has announced the availability of guidelines and application forms for its 2011 Museum Grants for African American History and Culture program. Tags: RFP grants African American museums United States of America the foundation center
JCA Insights
MAY 3, 2012
This year, the American Association of Museums (AAM) held their annual conference in the twin cities, with a number of fantastic events hosted by our clients including the Minneapolis Institute of Arts, the Science Museum of Minnesota, the Walker Art Center and the Minnesota History Center. The museum community as a whole continues to battle declining attendance, soft membership renewal rates and decreased federal, state and local government support.
Mission Minded
APRIL 10, 2014
Mission Minded’s client, the Children’s Museum of Denver, announced the public phase of their capital campaign at a groundbreaking ceremony on April 8, 2014. Blog Capital Campaign Nonprofit Branding Nonprofit Communications Nonprofit Fundraising Nonprofit Training Storytelling Videos capital campaign children''s museum denver Minute Message Model one minute message
Seeking Grant Money Today
JANUARY 3, 2010
Deadline: March 15, 2010 Institute of Museum and Library Services Invites 21st Century Museum Professionals Grant Applications The Institute of Museum and Library Services (IMLS) is calling for proposals from museums, museum service organizations, and universities for projects that will enhance the professional development of museum staff. Tags: RFP grants museums the foundation center From The Foundation Center.
The Biddery Blog
OCTOBER 24, 2009
This year’s 2009 annual black-tie Whitney Museum’s benefit held at the Whitney Museum in New York Monday October 19th, 2009 was sponsored by Versace and hosted by Museum Chairman Adam Weinberg, Donatella Versace, and Liz Swig.
Seeking Grant Money Today
AUGUST 20, 2012
So, I was pleased when I read this weekend the article Nikola Tesla museum campaign earns $500,000 online in two days in the The Guardian U.K A museum would do the trick. Yet, no Nikola Tesla museum exists in the United States. Where would this museum most properly be located? Hence, The Guardian's article about the museum campaign - which is more than on track. to the museum itself, to contribute. I hope to visit that museum!
Seeking Grant Money Today
NOVEMBER 12, 2007
Guidelines Available for Institute of Museum and Library Services Grants for African American Museums Deadline: January 15, 2008 The Institute of Museum and Library Services ( [link] ) has announced the availability of guidelines for the 2008 Museum Grants for African American History and Culture. Public or private nonprofit organizations whose primary purpose is to support museums identified above may also apply. From The Foundation Center.
Getting Attention
JULY 16, 2009
The Newark Museum is a marketing star, and I'm continually impressed with its creativity in engaging its diverse base. 2009 is the Museum's centennial and its marketing team has done a stellar job in making the most of that with special programming and a new tagline -- 100 years. The Museum promises the best of both worlds. Check mark -- it's everywhere Newark Museum is. Captures the spirit and promise of the Museum.
Seeking Grant Money Today
JANUARY 11, 2009
Institute of Museum and Library Services Calls for 21st Century Museum Professionals Grant Applications Deadline: March 16, 2009 The Institute of Museum and Library Services ( [link] ) is calling for proposals from museums, museum service organizations, and universities for projects designed to enhance the professional development of museum staff. Tags: RFP grants museums the foundation center [Please help us.
Wild Woman Fundraising
APRIL 7, 2010
The Wing Asian Museum, Seattle. Simon, author of The Participatory Museum , and Rob Stein, chief information officer at the Indianapolis Museum of Art , which covers innovations for how arts groups and museums can engage with visitors and donors online.
Getting Attention
MAY 28, 2014
What if.you and your colleagues labored for years to fund, design and (finally) open your highly-visible museum (or cause/issue-focused organization)? What if —because the museum’s reason for being is so close to folks’ hearts and heads—the design and build is highly scrutinized for the many years it takes to launch? Or—really— because the museum’s focus is SO sensitive. That without these revenue streams, there would be no Museum.
Fundraising Breakthroughs
JULY 26, 2008
The Museum of Fundraising : The Showcase of Fundraising Innovation and Inspiration. The Chronicle of Philanthropy asks Are You Prepared for a Long Recession? The Chronicle also has advice on Starting and Building an Endowment. Going once! Going Twice!
Getting Attention
MAY 7, 2014
New York City’s Tenement Museum Museum just released this laugh-out-loud blog post on modern parenting in 1878 , and featured the post (along with a nice discount in the Museum Shop) in its May e-news.
J Campbell Social Marketing
APRIL 1, 2014
The Wenham Museum in Wenham, MA wanted to reach a younger audience, and actively uses Pinterest & Instagram to post information on its exhibits and the artists featured in their collections. Baldrick''s Foundation wenham museum
Seeking Grant Money Today
AUGUST 29, 2011
Deadline: October 3, 2011 Target Accepting Applications for K-12 Field Trip Grants Program Target Corporation is accepting applications from education professionals for the Target Field Trip Grants program to bring K-12 students in the United States to museums, historical sites, and cultural organizations. From The Foundation Center. For more information on this grant opportunity, click "Link to Complete RFP" at the end of this post].
Wild Woman Fundraising
JANUARY 17, 2010
Tags: Marketing art museum effective exhibit fun ideas innovation nonprofit science museum videos
Wild Woman Fundraising
AUGUST 17, 2010
the Indianapolis Museum does this very well. Put clear search functions on your website, again, Indianapolis Museum does this really really well. This openness and attention to detail makes me trust that they know what they’re doing when it comes to museum education.
Wild Woman Fundraising
AUGUST 27, 2010
Say you’re a museum in a small city. Your museum is the next stop on their quest for inspiration. You help provide this by offering exhibitions, lectures, and classes at your museum. Tags: Cultivating donors Fundraising Marketing cause cause marketing charity charity marketing counseling culture domestic violence donors dream end abuse ideal solution mazarine treyz museum nonprofit solution women and children Do you know what keeps your donors up at night?
Cause Related Marketing
APRIL 27, 2011
And I love museums. I’d sooner spend a day at the Louvre, or the Uffizi or the Smithsonian Air and Space Museum than almost anything else I can think of. That’s because they’re more likely to read, go to special learning camps, museums, and the like during the summer.
Selfish Giving
AUGUST 8, 2011
Finagle Bakery & Cafe is a doing a nice thing this week for Joanna and me, and a great thing for Boston’s Museum of Science. This promotion between Finagle and the Museum of Science is a great example of the local cause marketing we talk so much about in Cause Marketing for Dummies.
Mission Minded
JUNE 8, 2012
Mission Minded’s work on behalf of Denver Art Museum won a Colorado American Marketing Association PEAK award in the integrated marketing campaign category last night. Nonprofit Design advertising American Marketing Association award billboard campaign Denver Art Museum design Marvelous Mud nonprofit advertising outdoor PEAK Win
A. Fine Blog
APRIL 5, 2010
My guests are Nina Simon, blogger for Museum 2.0 and Rob Stein, Chief Information Officer of the Indianapolis Art Museum, discussing ways that cultural institutiosn can use social media.That sounds a bit stuffy, really, the podcast is about taking down the [.]. Tags: Social Media Indianapolis Museum of Art Nina Simon Participatory Museum Rob Stein Social good podcast This month’s Social Good podcast is called “How Cultural Groups Can Use Social Media.&#
Mission Minded
JUNE 8, 2012
Mission Minded’s work on behalf of Denver Art Museum won a Colorado American Marketing Association PEAK award in the integrated marketing campaign category last night. Nonprofit Design advertising American Marketing Association award billboard campaign Denver Art Museum design Marvelous Mud nonprofit advertising outdoor PEAK Win
A. Fine Blog
JANUARY 13, 2010
Tags: Social Media Brooklyn Museum of Art Museum 2.0
Kivi's Nonprofit Communications Blog
JUNE 12, 2019
During the wee hours of the morning of April 8 th , I received a call from Tom Harrison, director of the award-winning North Carolina Black Bear Festival and Bear-ology Museum. Tom saw this as an opportunity to warn drivers and share safety advice on behalf of the museum and festival.
Kivi's Nonprofit Communications Blog
JULY 13, 2015
She relishes the challenge of reframing the public perception about the 90-year old museum, and the chance to market a wealth of experiences — from exhibition openings to awards ceremonies, from children’s art camps to adult classes in a dozen mediums. Katie Houston.
Social Media Bird Brain
FEBRUARY 12, 2014
Image via FreeFoto.com Art and museum curators are professionals at putting together exhibits. Basically, what a curator does is to show you the art the way she sees it: underlying themes, ideas, context, relationships. In social media, content curation is slightly different: "Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a.
Seeking Grant Money Today
JUNE 23, 2007
[The following is based on Ashley Bach's The Seattle Times article, "No Audit at Bellevue Arts Museum Since 2003", dated June 23, 2007. Well, up until recently, maybe The Bellevue Arts Museum located in Bellevue , Washington; which has been long plagued by some catastrophic difficulties that honestly would have shut most non profits down a bit ago. The recent leadership at The Bellevue Arts Museum can tell you why. A Bellevue Arts Museum staffer was embezzling their money.
A. Fine Blog
MARCH 28, 2011
I love this post by Nina Simom at her Museum 2.0 Uncategorized Museum 2.0. www.eruptingmind.com. blog about building relationships between people and institutions. Her first two points are spot on.
EveryAction
MARCH 2, 2017
The hottest ticket in DC has to be the National Museum of African American History & Culture. If you can score tickets, the Hirshorn Museum's Yayoi Kusama exhibit is truly a sight to behold. National Museum of American History (The National Mall). US Holocaust Memorial Museum. Visit the Holocaust Museum , located on the south side of the National Mall, to remember the victims of the genocide and pledge to never forget what happened.
Kivi's Nonprofit Communications Blog
FEBRUARY 13, 2017
After visiting a children’s museum with her young son in 1992, Leanne Poellinger added “work at a children’s museum” to her bucket list. I also check Facebook to do a quick scan for any activity on the museum’s page that requires action.
Kivi's Nonprofit Communications Blog
MARCH 16, 2015
She has been with the Museum for over 2.5 2:00 pm – 4:00 pm: On Thursdays, the Museum’s Director of Education and I meet to discuss upcoming engagement opportunities and public programming. Kelly Murphy.
JCA Insights
NOVEMBER 18, 2013
In the client case study Steve presented, JCA partnered with a museum to help them determine which members were (and weren’t) likely to renew. The museum is now in a position to implement a targeted renewal strategy based on data, not instincts.
Wild Woman Fundraising
JUNE 29, 2015
Like see the Sherlock Holmes museum. Or the Tate, or the Victoria and Albert Museum, Find this Terry Pratchett Mural. Have you heard of the National Fundraising Convention? The Institute of Fundraising in London is putting it on in July 2015. Oh happy day!
EveryAction
JULY 5, 2018
Arts and culture organizations such as media companies, magazines, public radio stations, museums, theaters, and arts advocates have unique needs when it comes to data management.
Getting Attention
MARCH 8, 2017
I was thrown back there this morning when I uncovered this card I had picked up at the Metropolitan Museum of Art (the Met). Even if we want to support the Museum’s mission, we don’t know which action is the priority or where to start.
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