Resurrecting an Institution through the Power of Story: Singapore’s New Natural History Museum

This is the first part of a two-part case study. Part A begins In December 2009, where Professor Peter Ng, director of the Raffles Museum of Biodiversity Research (RMBR), is issued a challenge: raise S$25 million in the next seven months to fund the establishment of a natural history museum in Singapore. Raising enough money to resurrect the museum in the midst of a global financial meltdown seemed like an impossibly tall order for Ng. To complicate matters, donations for natural history or science-related causes were virtually unheard of in the country. How can Ng raise the funds?

This case presents students with the opportunity to apply corporate storytelling skills as a means to further an organisation’s communications and branding strategy. The case is particularly germane to marketing frameworks for non-profit organisations. Part A of the case sets the scene, introduces the protagonist and highlights the core dilemma.

Part B follows Part A in June 2010, after Ng's team raised S$46 million (US$33.3 million). This overwhelming success has surprised everyone, including Ng. In addition to a S$10 million anonymous donation, the Lee Foundation donated S$25 million, while the Tote Board and the general public donated S$10 million and S$1 million, respectively. With funds in hand, the former Raffles Museum is finally ready to be resurrected as the Lee Kong Chian Natural History Museum in 2014.

Part B of the case reveals how the protagonist accomplished their fund raising goal by utilising corporate storytelling skills explored in Part A.

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