The AIM Hallmarks of Prospering Museums

During our National Conference at ss Great Britain last week, AIM launched an important new initiative to help museums and heritage organisations throughout the UK.

The  ‘AIM Hallmarks of Prospering Museums’ is a framework to help identify the key characteristics of best practice and describes the set of behaviours that make heritage organisations prosper and thrive.

AIM’s experience shows that their success is not down to particular size, funding or whether museums are led by staff or by volunteers. Instead there are common characteristics to these museums – characteristics rooted in how the organisations think and behave, rather than in their size or structures – their culture of resourcefulness, passion and willingness to try new things – the things that give them their independent spirit.

Hallmarks Image

The eight Hallmarks have been designed to show our members each key characteristic at a glance and there is a PDF available for download that you can share with your fellow staff, volunteers and Trustees. AIM hopes that our members find these eight Hallmarks a useful tool to help guide and support you through your work.

The publication of the Hallmarks is the beginning of AIM’s long–term strategy to share this thinking and culture. AIM will be examining each Hallmark in turn over the next years, sharing case studies, new and existing resources and insights, and support more museums in developing the Hallmarks for themselves.

A copy of the Hallmarks PDF is available to download here: HALLMARKS PDF

The Hallmarks and associated programmes are funded by Arts Council England. The Hallmarks are available to all UK museums. The other programme elements will initially be for English museums, but AIM is working to ensure as much as possible is accessible to all UK museums over the course of the next three years.

We would be pleased to hear your thoughts on the Hallmarks and are looking for case studies relating to them. If you have any comments, suggestions or questions about the AIM Hallmarks of Prospering Museums, please contact us by email: or by calling 01495 774127


Arts Council England champions, develops and invests in artistic and cultural experiences that enrich people’s lives. We support a range of activities across the arts, museums and libraries – from theatre to digital art, reading to dance, music to literature and crafts to collections. Great art and culture inspires us, brings us together and teaches us about ourselves and the world around us. In short, it makes life better. Between 2010 and 2015, we will invest £1.9 billion of public money from government and an estimated £1.1 billion from the National Lottery to help create these experiences for as many people as possible across the country.


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