strategic playbook
The 2025-2030 Strategic Playbook charts our course through the mission-driven work necessary to realize our vision.
summary
The National Children's Museum's 2025-2030 Strategic Playbook charts the course for the institution’s mission-driven work of creating a future where children are curious, confident, and inspired to care about and change the world. The Strategic Playbook is grounded in five core values: playful learning, curiosity, creativity, community, and access. It sets forth long-term goals and objectives related to the Museum's programming, its impact on local and national education, accessibility, and organizational sustainability. National Children’s Museum is excited to bring the 2025-2030 Strategic Playbook to life, utilizing its resources and expertise alongside invaluable community partnerships to provide children and families with unique, powerful, and inspiring opportunities to play, learn, and grow together!
our mission
Our mission is to inspire children to care about and change the world.
our vision
Our vision is a world where all children feel curious, confident, and prepared to be future leaders and innovators.
letter from the president + ceo and board chair
Inside the exhibits of National Children’s Museum, you experience firsthand the power of play. You can witness a moment when curiosity is sparked, and hear a gleeful cry when fear is overcome and resilience is strengthened. As children tinker, climb, jump, design, try, fail, try again, and make their own discoveries, a love for learning is fostered, lifelong skills and mindsets are shaped, and a path to future innovation is laid.
Play is the drumbeat of childhood, and research shows that this drumbeat sets the rhythm for all learning. A pioneering institution championing spaces dedicated to hands-on learning since our founding in 1974, we have promoted the possibilities of what can happen when we all take play seriously and allow children the chance to find their unique rhythm.
Now, four years into the operation of our new downtown home, the Museum offers programs and exhibits grounded in creative approaches to learning science, technology, engineering, art, and math. But no matter the location, our founding principle of play still rings true—now more than ever.
We recently celebrated our 50-year anniversary, a milestone that has enabled us to pause, reflect, and dream big about what’s next. As we looked ahead, we were guided by the following questions: How can we continuously enrich critical learning moments for the hundreds of thousands of guests we welcome each year? How do we grow from our legacy to serve even more families in DC and beyond? How can we lead the nationwide conversation that emphasizes the importance of STEAM learning through play, shaping the early education landscape?
The answers to these questions led us here, to our 2025-2030 Strategic Playbook. The Museum’s restated vision, new core values, and the objectives set forth have each been shaped by our legacy, our founding mission, and our commitment to learning-through-play experiences for children and young learners. To meet the vision and goals we’ve set forth, we’ll need to work together. We invite you to join us as we continue to build a wonder-filled place of play for little learners and big dreamers.
kiryn hoffman
president + ceo
robert m. volmer
chair, board of trustees
our history
For 50 years, National Children’s Museum has played, learned, and grown alongside generations of Washingtonians. Founded in 1974 as the Capital Children’s Museum, it was one of only nine similar institutions across the country.
Now, there are more than 600. From opening DC’s first public access computer lab in 1981 to becoming the East Coast’s only museum offering hands-on chemistry learning at the turn of the 21st century, the Museum consistently led the field through innovation. Now congressionally designated, National Children’s Museum continues to expand on this legacy, with the global context surrounding this Strategic Playbook only further underscoring the importance of the institution’s mission driven work.
our impact
play is serious business
An increasing body of research shows that children learn best through play, and that interest in science, technology, engineering, and math (STEM) learning significantly drops in middle school if not appropriately nurtured. At National Children’s Museum, children experience both the playful atmosphere of a children’s museum and the content of a science center. This creates a unique, joyful, and low-pressure environment in which children “learn by accident,” gaining skills and developing passions that will last a lifetime.
powering future innovation with STEAM
The United States is lagging behind other world leaders in STEM. With a projected 70% of future jobs requiring competencies in STEM fields, investments in a child’s early development now can lead to significant positive impacts down the road. Confident young learners grow into successful future leaders.
multigenerational memory making
Children’s museums are inherently multigenerational spaces. A museum provides opportunities for joyful connection with one another, and becomes a neutral territory where children and their caregivers both come as a “learner” and a “seeker of fun.”
our values
download the playbookAs an institution, we are committed to these core values which shape our organizational culture and guide our decisions and actions in pursuit of our mission and vision.
playful learning
We believe that learning is more impactful and joyful when it is embedded in play. Play is foundational to learning social and emotional skills like collaboration and empathy. Play is children’s first introduction to concepts in STEAM.
curiosity
We believe that curiosity is at the heart of learning. It is the first step towards gaining understanding and essential to being a lifelong learner. Expressing curiosity indicates interest, concern, and a desire to learn.
creativity
We believe creativity is the key to solving real-world problems. Emerging from the fun, excitement, and wonder of childhood play, creativity is further developed by encountering opportunities and facing challenges that engage, motivate, and ignite our passions.
community
We believe that building community is essential for success. We are committed to being a resource for all the communities—local, regional, national, and global—of which we are a member. Participating in, learning from, and contributing to these communities strengthens us all.
access
We believe that everyone should have the opportunity to be a part of our mission. We strive to create spaces that are accessible and welcoming for all regardless of socioeconomic, physical, and social backgrounds.
goals + objectives
download the playbookThe goals and objectives outlined within the 2025-2030 Strategic Playbook synthesize our mission, vision, and values, focusing them into tangible actions and attainable results.
- create intuitive, engaging, and relevant interactive exhibits and program experiences that support the educational objectives of the Museum
- provide a safe and welcoming environment for children and families that fosters a strong sense of community
- bridge educational gaps in STEAM learning by sparking early interest and building confidence
- promote multigenerational learning, giving families opportunities to play together, and extend that learning beyond the Museum by providing caregivers with resources
with gratitude to our board of trustees
The journey towards a brighter future for children is one we take together—with curiosity, courage, and care. National Children’s Museum is proud to be guided by a Board of Trustees whose passion and leadership have helped shape the vision behind the 2025-2030 Strategic Playbook.
Their dedication to our mission—to inspire children to care about and change the world—has been a driving force in our planning process. We are deeply thankful for their time, insight, and belief in what’s possible.
agatha w. aurbach
civic leader
liz snowdon bonner
hill-snowdon foundation
sy damle
latham + watkins
andrea dykes
howard insurance
dirck hargraves
ascendant strategies, llc
ross hechinger
civic leader
juan hinojosa
american airlines
greg hutchings jr.
revolutionary ed
jermaine johnson
pnc bank
jasper jung
general motors
michelle kang
national association for the education of young children
aya kanai
target
stephanie beyer kirby
alexandria chamber of commerce
robb micek
american beverage association
paul r. monsees
foley + lardner llp
nelson peña
nestlé usa
scott stewart
capitol seniors housing
rob m. volmer
cvic
fredrick royall III
jpmorgan chase
in loving memory
beth newburger schwartz
join us on this journey of mission-driven work!
Every gift makes an impact as we inspire children to care about and change the world.
