NATIONAL WWI MUSEUM AND MEMORIAL F/K/A LIBERTY MEMORIAL ASSOCIATION

EIN: 436052673 501(c)(3) Arts, Culture & Humanities

KANSAS CITY, MO

Total Revenue
$19,283,766
Total Expenses
$10,194,949
Total Assets
$45,665,082
Net Assets
$44,682,664
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Financial Trends

Organization Details

Formation Year
1919
Legal Domicile
MO
Principal Officer
MATTHEW NAYLOR
Phone
8168888100
Tax Period
2023-01-01 to 2023-12-31

NATIONAL WWI MUSEUM AND MEMORIAL F/K/A LIBERTY MEMORIAL ASSOCIATION, founded in 1919, is a mid-sized nonprofit in the Arts, Culture & Humanities sector that reported $19.3M in total revenue in fiscal year 2023. Revenue surged 82% from the prior year, signaling strong growth momentum. The organization ran a surplus of $9.1M, a strong 47% operating margin.

Mission

THE NATIONAL WWI MUSEUM AND MEMORIAL (MUSEUM AND MEMORIAL) IS AMERICA'S LEADING INSTITUTION DEDICATED TO REMEMBERING, INTERPRETING AND UNDERSTANDING THE GREAT WAR AND ITS ENDURING IMPACT ON THE GLOBAL COMMUNITY. THE MUSEUM AND MEMORIAL FULFILLS THIS MISSION BY:- ESTABLISHING THE MUSEUM AND MEMORIAL AS THE FOREMOST INTERPRETER AND RESOURCE FOR INSIGHT INTO THE GREAT WAR AND ITS ENDURING IMPACT- PROVIDING FIRST-CLASS VISITOR AND VIRTUAL EXPERIENCE, AND DELIVERING INCREASINGLY ENGAGING AND ACCESSIBLE ACTIVITIES AND EXPERIENCES TO DIVERSE AUDIENCES; DEVELOPING AND ENRICHING PHILANTHROPIC RELATIONSHIPS AND PROGRAMS NECESSARY TO ENSURE LONG-TERM SUSTAINABILITY- ESTABLISHING THE MUSEUM AND MEMORIAL AS A 'MUST-SEE' DESTINATION, AND SOURCE OF CIVIC PRIDE- ENGAGING AND INSPIRING KEY CONSTITUENTS TO CONTRIBUTE TO THE EXCELLENCE OF THE NATIONAL WWI MUSEUM AND MEMORIAL.

Program Service Accomplishments

Program 1
Expenses: $5,207,639 Revenue: $4,325,738

MUSEUM & MEMORIAL OPERATIONS (SEE SCHEDULE O): MUSEUM & MEMORIAL OPERATIONS: SHORTLY AFTER WORLD WAR I ENDED, A GROUP OF KANSAS CITY LEADERS FORMED A GROUP TO CREATE A LASTING MEMORIAL TO THOSE WHO...

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MUSEUM & MEMORIAL OPERATIONS (SEE SCHEDULE O): MUSEUM & MEMORIAL OPERATIONS: SHORTLY AFTER WORLD WAR I ENDED, A GROUP OF KANSAS CITY LEADERS FORMED A GROUP TO CREATE A LASTING MEMORIAL TO THOSE WHO SERVED. IN 1919, A FUNDRAISING CAMPAIGN RESULTED IN 83,000 RESIDENTS CONTRIBUTING $2.5 MILLION IN 10 DAYS (MORE THAN $45 MILLION IN CURRENT DOLLARS). IN 1921, A SITE DEDICATION HOSTED MORE THAN 100,000 PEOPLE, INCLUDING THE FIVE MAJOR ALLIED COMMANDERS THE FIRST TIME THESE INDIVIDUALS WERE IN THE SAME PLACE AT THE SAME TIME. FOLLOWING YEARS OF PLANNING AND CONSTRUCTION, THE MEMORIAL OPENED IN 1926 TO A CROWD OF MORE THAN 150,000 PEOPLE, INCLUDING U.S. PRESIDENT CALVIN COOLIDGE. AT THE TIME, IT WAS THE LARGEST AUDIENCE A U.S. PRESIDENT HAD EVER ADDRESSED AT ONE TIME. AFTER DECADES OF UNADDRESSED DEFERRED MAINTENANCE, THE MEMORIAL TEMPORARILY CLOSED IN 1994. ONCE AGAIN, KANSAS CITY AREA RESIDENTS ROSE TO THE CHALLENGE AT THIS CRITICAL JUNCTURE AND RAISED $102 MILLION FOR RENOVATIONS AND A MAJOR EXPANSION TO BUILD A WORLD-CLASS MUSEUM BELOW THE MEMORIAL COURTYARD. AFTER ACHIEVING NATIONAL HISTORIC LANDMARK STATUS AND DESIGNATION FROM CONGRESS AS AMERICA'S OFFICIAL WWI MUSEUM, THE EXPANDED MUSEUM AND MEMORIAL OPENED TO THE PUBLIC IN DECEMBER 2006. CONGRESS ADDED A SECOND DESIGNATION IN 2014, EFFECTIVELY RENAMING THE ORGANIZATION THE NATIONAL WWI MUSEUM AND MEMORIAL. IN SPRING 2022, A MULTI-YEAR INITIATIVE TO CREATE A RICHER AND MORE IMMERSIVE VISITOR EXPERIENCE KICKED OFF. THE PROJECT WILL REFRESH AND EXPAND THE GALLERIES THROUGH NEW STORIES, TECHNOLOGY AND IMMERSIVE EXPERIENCES, AS WELL AS INCREASE ACCESS TO THE MUSEUM AND MEMORIAL'S COLLECTION. THE FIRST PHASE OF THE PROJECT, COMPLETED IN 2023, INCLUDED THE NEW LOWER LEVEL AND OPEN STORAGE CENTER A COASTLINE OF GLASS SHELVING THAT ALLOWS THE PUBLIC TO VIEW 1,500 ADDITIONAL OBJECTS. MAIN GALLERY UPGRADES KICKED OFF IN FALL 2023 AND HAVE SO FAR INCLUDED NEW PROLOGUE AND EPILOGUE FILMS, A NEW TRENCH EXPERIENCE, NINE NEW INTERACTIVE TABLES AND SCREENS AND MORE. THESE RENOVATIONS ARE DESIGNED TO BETTER TELL THE STORY OF THE GREAT WAR AND WILL CONTINUE INTO 2025.MILLIONS OF PEOPLE FROM ACROSS THE NATION AND GLOBE HAVE VISITED TO SEE THE WORLD'S MOST DIVERSE AND COMPREHENSIVE WORLD WAR I COLLECTION. AN INSTITUTION OF THE PEOPLE, BY THE PEOPLE AND FOR THE PEOPLE, THE MUSEUM AND MEMORIAL IS KANSAS CITY'S GIFT TO THE WORLD. AS OF DEC. 31, 2023, THE MUSEUM AND MEMORIAL EMPLOYS 45 FULL-TIME AND 7 PART-TIME STAFF. ADDITIONALLY, IN 2023 649 CORE VOLUNTEERS PROVIDED OVER 57,121 HOURS OF SERVICE. VOLUNTEERS GREET GUESTS, PROVIDE EXPERT TOURS, PROVIDE GUIDANCE, SUPPORT SPECIAL PROJECTS, ASSIST WITH PROMOTION, ANSWER QUESTIONS, PROVIDE SPECIALIZED SUPPORT TO CERTAIN INITIATIVES AND HELP LEND A WARM, HUMAN DIMENSION TO MULTIFACETED STORIES OF WAR AND WORLD HISTORY. THE MUSEUM AND MEMORIAL RECEIVES FINANCIAL SUPPORT FROM LOCAL, NATIONAL AND INTERNATIONAL FUNDERS. DONORS INCLUDE A WIDE ARRAY OF INDIVIDUALS, CORPORATIONS AND FOUNDATIONS WHOSE PHILANTHROPY HAS HELPED TO BUILD ENHANCED PROGRAMMING AND FUND OPERATIONAL SUPPORT FOR THE MUSEUM AND MEMORIAL. ADMISSIONS, FACILITY RENTALS, THE MUSEUM STORE, THE CAFE AND OTHER INITIATIVES ARE ALSO SUCCESSFUL REVENUE GENERATING SOURCES, BRINGING IN 29% OF THE MUSEUM AND MEMORIAL'S INCOME IN 2023. THE NATIONAL WWI MUSEUM AND MEMORIAL IS PROUD TO BE RANKED AS ONE OF THE TOP MUSEUMS IN THE U.S. AND THE "NUMBER ONE ATTRACTION IN KANSAS CITY" BY TRIPADVISOR REVIEWERS.IN 2023, THE MUSEUM AND MEMORIAL HOSTED APPROXIMATELY 1,177,000 PEOPLE, INCLUDING THE 47 ACRES SURROUNDING THE MUSEUM (AN INCREASE OF MORE THAN 200% OVER FISCAL YEAR 2013). THIS INCLUDED MORE THAN 201,000 TICKETED GUESTS. IN 2023 THE MUSEUM AND MEMORIAL HOSTED, AMONG OTHER EVENTS, THE NFL DRAFT AND KANSAS CITY'S 4TH OF JULY FESTIVAL, THE STARS AND STRIPES PICNIC. THROUGH YOUTUBE AND OTHER PLATFORMS, GLOBAL AUDIENCES FROM 117 COUNTRIES ENGAGED WITH MUSEUM AND MEMORIAL CONTENT ONLINE.

Program 2
Expenses: $1,489,652

EXHIBITIONS AND COLLECTIONS MANAGEMENT (SEE SCHEDULE O): EXHIBITIONS AND COLLECTIONS MANAGEMENT :THE NATIONAL WWI MUSEUM AND MEMORIAL IS THE NATION'S ONLY MUSEUM SOLELY DEDICATED TO PRESERVING THE...

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EXHIBITIONS AND COLLECTIONS MANAGEMENT (SEE SCHEDULE O): EXHIBITIONS AND COLLECTIONS MANAGEMENT :THE NATIONAL WWI MUSEUM AND MEMORIAL IS THE NATION'S ONLY MUSEUM SOLELY DEDICATED TO PRESERVING THE HISTORY AND EXAMINING THE PERSONAL NARRATIVES OF THE GREAT WAR. THE MUSEUM AND MEMORIAL HOLDS THE WORLD'S MOST COMPREHENSIVE COLLECTION OF WORLD WAR I (1914-1919) OBJECTS, ARTIFACTS AND DOCUMENTS, FROM BELLIGERENT NATIONS ACROSS THE GLOBE THAT WERE INVOLVED IN THE CONFLICT. IT IS THE SECOND OLDEST WWI COLLECTING INSTITUTION IN THE WORLD. AND PRESENTS A COMPREHENSIVE GLOBAL INTERPRETATION OF WORLD WAR I AND ITS ENDURING IMPACT.THE MUSEUM AND MEMORIAL'S COLLECTION INCLUDES MORE THAN 384,000 WORLD WAR I HISTORICAL OBJECTS AND ARTIFACTS. IN 2023, THE MUSEUM ACCEPTED 294 NEW ACCESSIONS INTO THE PERMANENT COLLECTION, EACH OF WHICH CONTAINS AT LEAST ONE OBJECT, WITH SOME CONTAINING HUNDREDS OF OBJECTS. COLLECTION PRIORITIES RESPOND TO IMMEDIATE RESEARCH AND EXHIBITION NEEDS, AS WELL AS UNIQUE OPPORTUNITIES THAT ARISE. THE MUSEUM AND MEMORIAL WORKS TO ENSURE THAT THE STORIES OF MINORITIES, WOMEN AND INDIGENOUS PEOPLES WHO SERVED IN WWI ARE COLLECTED AND TOLD THROUGH A DEDICATED COLLECTING INITIATIVE LAUNCHED IN 2020. IN ADDITION TO ITS PERMANENT EXHIBITIONS, THE MUSEUM AND MEMORIAL FEATURES SEVERAL SPECIAL EXHIBITIONS EVERY YEAR, AND PARTNERS WITH OTHER INSTITUTIONS WITH EXHIBITION LOANS. 2023 EXHIBITIONS FEATURED: ENTERTAINING THE TROOPS AND BESPOKE BODIES: THE DESIGN AND CRAFT OF PROSTHETICS. AN IMMERSIVE VIRTUAL REALITY EXPERIENCE CALLED WAR REMAINS CONTINUED TO BE OFFERED AS WELL.IN SPRING 2022, THE FIRST OF MANY NEW IMPROVEMENTS BEGAN, KICKING OFF A MULTI-YEAR INITIATIVE TO CREATE A RICHER AND MORE IMMERSIVE VISITOR EXPERIENCE BY REFRESHING AND EXPANDING THE GALLERIES AND ACCESS TO THE MUSEUM AND MEMORIAL'S COLLECTION. THE NEW LOWER LEVEL, FEATURING THE BERGMAN FAMILY GALLERY AND OPEN STORAGE CENTER, OPENED TO THE PUBLIC IN SPRING 2023. A COASTLINE OF GLASS SHELVING ALLOWS THE PUBLIC TO VIEW 1,500 OBJECTS THAT WOULD OTHERWISE BE BEHIND CLOSED STORAGE DOORS. MAIN GALLERY RENOVATIONS WILL BEGIN IN FALL 2023 AND LAST INTO 2025.

Program 3
Expenses: $1,370,908

GLOBAL EDUCATION INITIATIVES (SEE SCHEDULE O):GLOBAL EDUCATION INITIATIVES : FOR THE PAST DECADE, THE NATIONAL WWI MUSEUM AND MEMORIAL HAS INITIATED A VARIETY OF STRATEGIES TO SHARE ITS RICH...

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GLOBAL EDUCATION INITIATIVES (SEE SCHEDULE O):GLOBAL EDUCATION INITIATIVES : FOR THE PAST DECADE, THE NATIONAL WWI MUSEUM AND MEMORIAL HAS INITIATED A VARIETY OF STRATEGIES TO SHARE ITS RICH COLLECTION AND INTERPRETATION TO A GLOBAL AUDIENCE THROUGH DIGITAL LEARNING TECHNOLOGIES. THE MUSEUM AND MEMORIAL LAUNCHED A NEW WEBSITE IN EARLY 2022 TO UPDATE THE DATED DESIGN AND IMPROVE THE USER EXPERIENCE. THE PLATFORM INTEGRATES VIDEO CONTENT, OFFERS TRANSLATION INTO A VARIETY OF LANGUAGES AND STREAMLINES CONTENT TO MAKE IT MORE AVAILABLE AND ACCESSIBLE. BY DECEMBER 2023 IT HAD SEEN TREMENDOUS GROWTH A 12% INCREASE IN VISITORSHIP OVER 2022, WHICH WAS 55% MORE THAN 2021. FOR ON-DEMAND LEARNERS, THE MUSEUM AND MEMORIAL USES A VARIETY OF TOOLS TO REACH A DIGITAL AUDIENCE INCLUDING SOCIAL MEDIA, YOUTUBE, ITS ONLINE COLLECTIONS DATABASE, EDUCATOR RESOURCES, 22 ONLINE EXHIBITIONS AND MORE. THE MUSEUM AND MEMORIAL CONTINUES TO EXPAND CONTENT AND DIVERSIFY PLATFORMS, INCLUDING A PARTNERSHIP WITH GOOGLE ARTS AND CULTURE TO MEET THE ONGOING NEEDS AND INTERESTS OF CORE AUDIENCES. THE MUSEUM AND MEMORIAL OFFERS A DIVERSE RANGE OF PUBLIC PROGRAMS OPEN TO ALL AGES TO EDUCATE ABOUT THE ENDURING IMPACT OF WWI ON THE GLOBAL COMMUNITY. ITS PROGRAMS EXPLORE THE LEGACIES OF WWI IN DYNAMIC AND THOUGHT-PROVOKING WAYS AND INCLUDE A RANGE OF TOPICS LIKE PHOTOGRAPHY, RELIGION IN WWI, BLACK SERVICE IN WWI, WAR & MORALITY, AND SUPPORT OF FREEDOM AND DEMOCRACY THROUGHOUT THE WORLD. MANY PROGRAMS ARE PRESENTED IN PARTNERSHIP WITH THE REGION AND NATION'S MOST VIBRANT AND RESPECTED CULTURAL ORGANIZATIONS.COMMUNITY EVENTS ON THE MUSEUM AND MEMORIAL GROUNDS, LIKE THE STARS AND STRIPES PICNIC OR THE COMMEMORATIVE CEREMONIES FOR MEMORIAL AND VETERANS DAYS, HIGHLIGHT THE MUSEUM AND MEMORIAL'S UNIQUE PLACE AS "KANSAS CITY'S FRONT PORCH".

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Liquidity (40%) • Solvency (30%) • Sustainability (20%) • Efficiency (10%)

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Financial Overview (2023)

Revenue Breakdown

Contributions & Grants $14,117,438
Program Service Revenue $4,325,738
Investment Income $610,930
Other Revenue $229,660
TOTAL REVENUE $19,283,766

Expense Breakdown

Grants Paid $0
Salaries & Benefits $4,464,778
Fundraising Expenses $782,136
Program Expenses $8,068,199
Other Expenses $5,730,171
TOTAL EXPENSES $10,194,949

Year-over-Year Comparison

2023 2022 Change
Revenue $19,283,766 $10,608,562 +0.8%
Expenses $10,194,949 $9,781,307 +0.0%
Net Income $9,088,817 $827,255 +10.0%
Key Indicators
Grants to Organizations Grants to Individuals Lobbying Political Activity Foreign Activities Donor Advised Fund Schedule B Required
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Governance

Voting Members
18
Independent Members
18
Employees
62
Volunteers
N/A

Governance Policies

Conflict of Interest Policy
Whistleblower Policy
Document Retention Policy

Special Practices & Reported Activities

Operated a School
Operated a Hospital
Provided First Class Travel
Reported Conflict of Interest
Reported Asset Diversion
Excess Benefit Transaction
Made Political Expenditures
Engaged in Lobbying
Operated Donor Advised Fund
Maintained Art Collections
Filed Form 720

Compensation of Officers, Directors & Key Employees

Total Officers
5
$458,599
Total Directors
18
$0
Key Employees
0
$0
Highest Compensated
5
reported
Name Title Hours/Week Role Reportable Comp Other Comp Total
MARTY NEVSHEMAL CHAIR/BOARD MEMBER 3.00
Officer Director
$0 $0 $0
THOMAS F WHITTAKER VICE CHAIR/BOARD MEMBER 2.00
Officer Director
$0 $0 $0
RAM SHANKAR TREASURER/BOARD MEMBER 2.00
Officer Director
$0 $0 $0
MARY JANE JUDY SECRETARY/BOARD MEMBER 2.00
Officer Director
$0 $0 $0
KATIE BRISCOE BOARD MEMBER 1.00
Director
$0 $0 $0
ANDREW DEISTER BOARD MEMBER 1.00
Director
$0 $0 $0
BETH HADEN BOARD MEMBER 1.00
Director
$0 $0 $0
KATRINA HENKE BOARD MEMBER 1.00
Director
$0 $0 $0
CHRIS HERNANDEZ BOARD MEMBER 1.00
Director
$0 $0 $0
DALE F KLOSE BOARD MEMBER 1.00
Director
$0 $0 $0
ELAINE DRODGE KOCH BOARD MEMBER 1.00
Director
$0 $0 $0
THERESA KOSTRZEWA BOARD MEMBER 1.00
Director
$0 $0 $0
COURTNEY KOUNKEL BOARD MEMBER 1.00
Director
$0 $0 $0
JOSH MAXFIELD BOARD MEMBER 1.00
Director
$0 $0 $0
MARNY SHERMAN BOARD MEMBER 1.00
Director
$0 $0 $0
J STANTON THOMPSON BOARD MEMBER 1.00
Director
$0 $0 $0
JOHN THOMSON BOARD MEMBER 1.00
Director
$0 $0 $0
RICHARD B YOUNG JR BOARD MEMBER 1.00
Director
$0 $0 $0
MATTHEW C NAYLOR PRESIDENT/CEO 40.00
Officer
$435,010 $23,589 $458,599
R MARK GUNTER VICE PRESIDENT FINANCE 40.00
Highest
$113,857 $17,711 $131,568
TED PLACE VICE PRESIDENT DEVELOPMENT 40.00
Highest
$161,406 $20,622 $182,028
PAIGE D GAMMON VICE PRESIDENT CORPORATE ENGAGEMENT 40.00
Highest
$121,636 $8,449 $130,085
CHRIS T WYCHE VICE PRESIDENT FACILITIES & TECHNOLOGY 40.00
Highest
$122,822 $18,307 $141,129
CHRIS WARREN VICE PRESIDENT CURATORIAL AFFAIRS 40.00
Highest
$163,028 $10,164 $173,192
Note: Compensation data is self-reported by the organization on their Form 990. "Reportable Comp" includes salary, bonuses, and other reportable compensation from the organization and related organizations. "Other Comp" includes benefits, deferred compensation, and non-taxable benefits.

Historical Data

Year Revenue Expenses Assets Net Income
2024 No data No data No data No data
2023 $19,283,766 $10,194,949 $45,665,082 $9,088,817
2022 $10,608,562 $9,781,307 $36,123,322 $827,255
2021 $14,461,883 $10,179,836 $35,751,544 $4,282,047
2020 $14,925,261 $7,139,097 $31,923,843 $7,786,164
2019 $9,799,097 $9,131,965 $23,180,201 $667,132
2018 $10,068,164 $9,005,546 $22,049,884 $1,062,618
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