Less than half of Americans – including recent visitors – know that nonprofit museums, zoos, aquariums, and performing arts organizations are, in fact, nonprofits.

This misapprehension can risk major consequences for organizations, but the solution isn’t simply promoting your 501(c)(3) status. Spoiler alert: It’s about your mission. Here's the data. Let’s talk about nonprofit recognition. Most traditional cultural organizations are nonprofit organizations. Their tax status is common knowledge among many cultural organization professionals, leaders, and aficionados. But not all<span...

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