The university museum as a social enterprise

Collecting and keeping objects is a basic human characteristic that is important for improving the quality of our lives. As a result, museums are 'social enterprises' that have as an ultimate operational objective - a bottom line - a positive social outcome. Museums must demonstrate that these outcomes are being achieved on a consistent basis. There are three important keys for museums to achieve positive social outcomes: 1) using real objects and new technology, 2) creating a powerful vision, and 3) improving social capital. University museums are ideally suited to improve their social capital by increasing their dimensions, developing strong academic and public programs, improving their images, and connecting with their communities. With their collections, research, teaching, exhibits and public programs, university museums are uniquely positioned and qualified to be among the best of all social enterprises in our communities.Coleccionar e guardar objectos sâo actividades humanas bâsicas e importantes para a manutençâo da riossa qualidade de vida. Consequentemente, os museus devem ser considerados empresas com fins lucrativos em que o lucro é de natureza social. Este lucro social, objectivo ultimo dos museus, deve ser perseguido de forma consitente. Sâo très as chaves para a obtençâo de lucros sociais: 1) a utilizaçâo de objectos reais e de novas tecnologias; 2) a criaçâo de urna visâo poderosa; e 3) melhoria do capital social. Os museus universitârios sâo, pela sua natureza, ideais para a melhoria do capital social através do aprofundamento das suas diferentes dimensoes, do desenvolvimento de bons projectos académicos e publicos, da melhoria da sua imagem publica e do estabelecimento de laços com a comunidade próxima. Com as suas colecçôes, investigaçâo, ensino e programas pûblicos, os museus universitârios encontram-se numa posiçâo unica para se tornarem as melhores empresas sociais das nossas comunidades