Title

Resurrecting an Institution through the Power of Story: Singapore’s New Natural History Museum (B)

Publication Type

Case

Year Completed

1-2013

Abstract

By June 2010, Professor Peter Ng, Leo Tan and their team had raised S$46 million (US$33.3 million)[1]. The overwhelming success surprised everyone, including Ng. In addition to the S$10 million anonymous donation, the Lee Foundation donated S$25 million, while the Tote Board and the general public donated S$10 million and S$1 million, respectively. The former Raffles Museum was set to finally be resurrected as the Lee Kong Chian Natural History Museum in 2014.The B case describes how Ng was able to achieve this.

[1] In June 2010 US$1 = 1.38 S$ (Singapore Dollars), Google Finance, http://www.google.com/finance?q=USDSGD, accessed December 2012.

Keyword(s)

Natural History Museum, Fundraising, The Power of a Story, Singapore, Donations, Public-Private Partnerships, Communication, Raffles

Discipline

Business and Corporate Communications | Public Relations and Advertising

Data Source

Field Research

Industry

Museums

Geographic Coverage

Singapore

Temporal Coverage

2010

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-12-0043B

Comments

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