The State of the Museums 

At Good Fundraising, we love working with our museum clients and staying connected with the latest sector insights. Understanding the pressures and opportunities highlighted in the Annual Museum Survey helps us support museums to strengthen, diversify and grow their income – something that’s becoming increasingly important across the sector. 

Each year, the Annual Museum Survey is produced by Museum Development South West on behalf of Museum Development England. It’s a valuable check on how museums across England are faring – and what challenges and opportunities are on the horizon. 

This year’s results are now in, and they make for interesting reading. 692 museums took part – a 56% national response rate, higher than last year. Here’s what stood out to us at Good Fundraising. 

A sector of many shapes and sizes 

There are 1,423 Accredited museums in England, of which 1,233 are independent, local authority or university museums – the focus of the survey. 

Two in five are micro museums (with fewer than 10,000 visits a year). 

One in five are large or largest (more than 50,000 annual visits). 

Seven in ten are based in urban areas, with particularly high proportions in London and the North. 

Independents remain dominant – 832 museums in total. 

It’s a reminder that “the museum sector” is anything but uniform. From small volunteer-run spaces to major regional institutions, every organisation faces its own mix of pressures and opportunities. 

Because the sector is so varied, we tailor our support to museums of every size – helping them build realistic, achievable fundraising and income strategies that match their capacity, location and audiences. 

The local authority connection 

The 2025 survey explored how museums relate to local authorities in terms of ownership, governance and support. 

30% are wholly owned, governed or operated by local authorities. 

This rises to 42% among large museums. 

12% describe themselves as “local authority reliant”. 

Around one in five receive some form of local authority support – most often building premises or funding. 

Support is strongest at a community level: 45% of museums not wholly owned by local authorities receive backing from a town or parish council (and that rises to 54% for micro museums). 

Volunteer-run and community-supported models remain central to the ecosystem – though those reliant on local authorities are less likely to charge admission (33%, compared with 65% of independent museums). 

For museums reliant on local authority funding, we can help reduce vulnerability by developing more diverse income streams – from individual giving to trusts, major donors and community fundraising – ensuring financial stability even when public funding shifts. 

Visitors on the up – mostly 

The headline is encouraging: on-site visits continue to rise, marking another year of steady growth since 2021. 

Many museums attribute this to fresh programmes, engaging exhibitions and stronger local connections. 

But the picture isn’t uniform. While three in ten museums saw significant visitor growth last year, one in four reported a notable drop. It’s a reminder that success is uneven – and that resilience and adaptability remain key. 

We support museums to build income models that don’t rely solely on visitor numbers – giving you greater security through individual giving schemes, digital giving, donor journeys and other forms of year-round support. 

People and capacity 

Staffing appears steady. Around seven in ten museums have paid staff, dropping to half among micro museums. Of those, one in five employs just one or two people. 

Volunteers continue to be the sector’s powerhouse – more than five volunteers for every employee, contributing a median value of £46,879 per museum each year. 

Volunteer numbers are inching up, with 39% of museums reporting more volunteers in 2024/25. But many say they’re now “at capacity,” especially smaller museums balancing ambition with limited resources. 

Our services help museums make the most of their limited staff and volunteer capacity – creating achievable fundraising plans, practical tools and supporter communications that don’t overstretch already busy teams. 

The financial picture 

Income and expenditure are both rising. 

47% of museums reported higher income in 2024/25. 

57% reported higher expenditure.  

Half of all museums turn over less than £100,000 a year, and one in five exceed £500,000. 

While income continues to outpace expenditure overall, the sector remains exposed to fluctuating funding and rising costs – an ongoing challenge for planning and stability. 

We work with museums to unlock new income sources and strengthen existing ones – helping organisations increase unrestricted income, develop fundraising campaigns and build long-term financial resilience. 

Digital growth and engagement 

Four in five museums provided educational sessions last year, while digital engagement continues to expand: 

70% now have an email newsletter. 

17% are using AI tools (rising to 30% among larger museums). 

It’s encouraging to see more museums adopting digital tools – a trend that’s likely to reshape engagement and fundraising alike. 

We support museums to use digital tools more effectively for fundraising – from email journeys and donation pathways to digital campaigns – helping you turn online engagement into sustainable income. 

What this means for fundraisers 

For fundraisers working in or alongside museums, the findings paint a nuanced picture: 

A sector finding its feet again after years of disruption, with steady audience recovery. 

A heavy reliance on volunteers and local authority connections – which brings both resilience and risk. 

Financial growth tempered by uncertainty, making a case for more flexible and unrestricted income. 

Digital and educational innovation offering new opportunities for audience engagement and donor connection. 

At Good Fundraising, we see a sector that’s learning to balance heritage with innovation – embracing creativity while navigating tight margins. 

The story the data tells is one of resilience, passion and cautious optimism. For those of us supporting museums and cultural organisations, it’s a reminder that fundraising isn’t just about keeping the doors open – it’s about helping these institutions evolve, thrive and continue telling the stories that matter. 

These are exactly the areas where Good Fundraising can help: developing strategic fundraising plans, strengthening donor pipelines, diversifying income, and building the systems and messaging that lead to long-term financial growth. 

At Good Fundraising, we’re committed to helping museums turn these sector challenges into opportunities – building stronger, more diverse and more confident income for the future.