Making the Business Case for an Online Storytelling Program

In a previous post, Museum Digital Storytelling Programs: Understanding Resource Challenges, we introduced the resources required when making the decision to dive into digital storytelling. We also reviewed the technical infrastructure required for an online storytelling program and how project inertia and lack of examples can stall forward momentum.  

This week, we wrap up our coverage of this topic with tips for how to make the business case for your museum’s online storytelling program.  

Why a Business Case Matters

A business case requires clear research and a well-structured presentation of problems with solutions identified. By showing how digital storytelling supports institutional goals and audience engagement, museums can secure leadership buy-in and external funding opportunities. 

Building a Business Case: Prompts to Consider

For museums, there are several key factors that help make a persuasive case. When creating the case, it is helpful to consider and answer these prompts as directly as possible: 

• What will be produced? 
• How does it exemplify the museum mission? 
• How does it connect to the museum strategic plan? 
• What personnel, tools, and other resources are needed? 
• How much does it cost? 
• Will it generate revenue, funding, or donations? 
• Who else is doing it? 
• Why should we do it? 

Business Case Example: A Medium-Sized Museum  

To help demonstrate possible approaches, here is a sample business case. This example program is geared toward a medium-sized museum with a Collections Management System (CMS) in place. The program proposes using Shorthand, a proprietary no-code option previously introduced in the post An Introduction to Scrollytelling for Museums.  

What is produced?  

An engaging digital story crafted for all ages, to be published annually in conjunction with a main upcoming exhibition.   

How does it exemplify the museum mission?  

A digital story supports the museum’s mission to offer public access to art and art education.  

How does it connect to the museum strategic plan?   

Dissemination of knowledge is one of the museum strategic plan’s four main pillars. An online offering helps to spread knowledge while also raising the museum’s profile.   

What personnel, tools, and other resources are needed?  

To some extent, existing staff are equipped to handle the project; however, an adjustment in their workloads will be required. Specifically: 

• The Curator of the highlighted exhibit will be asked to create complementary content for the digital story.  
• Education staff will be asked to consult on supplemental content.  
• Digitization staff or a contractor may be needed to digitize materials if a high-quality digital surrogate is not already available.  
• The Collections Manager/Registrar will need to consult on items to include in the story and on creating or retrieving the relevant metadata.  

As the goal is to produce one story a year, the program proposal recommends contracting with the relevant technicians or a graphic artist to work with the platform and produce the digital story. 

How much does it cost?  

Existing staff are accounted for and a contractor budget is recommended for the supportive technical elements. Additionally, a subscription fee for the digital platform (Shorthand) is required for publishing.

• Contractors: $15,000
• Shorthand: $480/annual (next step up with discount is ~$4,000)
• Additional storage: $250 

Will it bring in money?  

Online content will increase awareness of the exhibit and drive traffic to the in-person exhibit. It can also attract non-local patrons and donors to the museum and serve as a competitive grant project.  

Who else is doing it? 

Several peer institutions have engaged with the proposed platform: Shorthand. Please see “Fanning the Flames: Propaganda in Modern Japan” at the Hoover Institution Library & Archives as an example. 

Why should we do it? 

There are several persuasive reasons why the museum should create a digital storytelling platform: 

• Due to exhibit space limitations, portions of the exhibit story were removed but can be included in the digital version.
• A digital story helps to reach an expanded remote audience. 
• The digital story can complement the K-12 curriculum. 
• A digital presence will help raise awareness of the museum and the exhibit. 
• Launching a technically-advanced and innovative program can be used to attract donors and grants. 

Keep it Short, Yet Powerful

You’ll note the answers to these prompts are concise. The most effective messaging to decision-makers is a short yet powerful narrative. However, additional details or examples can be included to help strengthen the case. 

Use Digital Storytelling to Advance Your Mission

Crafting a business case for digital storytelling doesn’t require pages of detail. By answering these core prompts, you can present leadership with a concise, high-impact proposal. 

For museums, the benefits are clear: reaching broader audiences, enriching education programs, strengthening fundraising, and preserving stories beyond gallery walls. Digital storytelling advances your mission and future-proofs your institution. 

Frequently Asked Questions

Why do museums need a business case for digital storytelling? 

Many museums face tight budgets and competing priorities. A business case provides leadership with a clear rationale, aligning the project with mission, strategy, and measurable outcomes like audience reach, fundraising potential, and educational impact. 

How long should a business case be? 

Keep it short and persuasive. A one-to-two-page outline that answers the core prompts is often more effective than a lengthy document. Supporting details can be included in an appendix if needed. 

What types of outcomes should be highlighted? 

Emphasize mission alignment, audience growth, education value, fundraising opportunities, and long-term sustainability. Where possible, include data points such as projected visitor numbers, donor engagement potential, or examples from peer institutions. 

What if our museum has very limited resources? 

Start small. Even a single digital story tied to a key exhibition can demonstrate value. Using existing staff, free or low-cost platforms, and repurposed digitized materials can keep costs manageable.