1. Heartfelt passion, mixed with heavy doses of reality Scott McGaugh Marketing Director

2. Live the Adventure, Honor the Legend2

3. Sharing the Midway Experience Unique to San Diego Unique to California 12-Year Marathon Forthcoming HNSA Live the Adventure, Honor the Legend 3

4. The Olympia Situation Existing organization? By a start-up? Regardless, Tens of Millions of Dollars Are Needed Against this backdrop… Live the Adventure, Honor the Legend 4

5. In the News: Saving Battleship Texas No longer “seaworthy” $25 million to save it 23 years since partial repairs 63 years after arrival 6 years to complete 275 visitors a day Against backdrops like this, what did Midway learn in building public awareness and support? Live the Adventure, Honor the Legend 5

6. Who Was Vital to Our Mission Which decision makers? NAVSEA, USN The public? Donors? We kept the following in mind: Grandparents of teens: can be born after WWII 35-year-olds: born after Vietnam 20-year-olds: born after Operation Desert Storm 90% haven’t served 45% have no family veteran <1% currently serve Live the Adventure, Honor the Legend 6

7. Where We Focused Efforts Our 20-60-20 philosophy Understanding our community We focused on staying focused, with a plan Applied to public support and contributions Live the Adventure, Honor the Legend 7

8. Public Support & Fundraising Basic blocking & tackling was crucial Rushing was deadly The public, regulators, key influentials & prospective donors… asked the same questions Live the Adventure, Honor the Legend 8

9. Did We Have Good Leadership? The leadership’s credibility The required skills The right social, political, and civic contacts Live the Adventure, Honor the Legend 9

10. What Would Run Us Aground? Location Cost Timetable Transfer conditions Live the Adventure, Honor the Legend 10

11. What Was Our “Business” Plan? Nonprofit / donation model? Successful business model? Understand what we wanted to become and why Live the Adventure, Honor the Legend 11

12. The Museum Experience Plan? Display cases, “Do Not Touch” ? Degree of interpersonal interaction? The Midway decision: PIE 2 Live the Adventure, Honor the Legend 12

13. Were We Ready for Operations? Different kind of leadership Different skill sets Can be a painful transition Live the Adventure, Honor the Legend 13

14. What’s Your Fundraising Strategy? General public? $1,000’s & $10,000’s? Aim for one or more veins? Could we educate, inspire, and then ask for financial support? Live the Adventure, Honor the Legend 14

15. Looking Back on Midway - I Our noble vision was commendable, but it had to be grounded in economic reality. Live the Adventure, Honor the Legend15

16. Looking Back on Midway - II It was a marathon, not a sprint. Live the Adventure, Honor the Legend16

17. Looking Back on Midway - III We had to approach it every bit as much a business as a noble cause. Live the Adventure, Honor the Legend17

18. Looking Back on Midway - IV Key learning: was our appeal emotional or intellectual in nature? Live the Adventure, Honor the Legend18

19. Looking Back on Midway - V We could lead with our heart, but had to be armed with sound research and solid sustainability planning. Live the Adventure, Honor the Legend19

20. Questions? We’re Ready.