Virginia Museum of Fine Arts
Do you remember your first time?
Going to an art museum, I mean. Everybody’s first time is different. For some people, it’s boring. The art doesn’t speak to them or there’s too much or not enough. My first time going to an art museum was magical.
It was the sixth grade, the beginning of middle school, and my class had a field trip to the Virginia Museum of Fine Arts, also known as the VMFA.
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My teacher assigned us the task of finding a piece of art that we liked, or did not, and writing a poem about it by the end of the day. With that in mind, my class walked through the museum, listening to our young tour guide speak passionately about countless art pieces. I was amazed, not only by the beautiful art, but also by the amount of knowledge our tour guide had about seemingly every piece of artwork.
Once we finished our tour, we sat outside in the warm sun and began on our poems. Despite knowing about the assignment beforehand, I struggled to choose just one piece of art to write about. Each piece was beautiful in its own way, with vibrant colors, elaborate arrangements, and thoughtful interpretations. After what seemed like hours, I chose a piece and wrote about it, as instructed. I would love to tell you that this artwork and my corresponding poem were so inspiring and well-crafted that I remember them to this day. Sadly, my memory is terrible. So… Let’s just pretend that it was great.
While I do not remember the artwork or my poem, I do remember the awe I felt walking through the museum. Since that first trip, I have returned to the VMFA every few years. Each time I visited the museum, it welcomed me with open arms. It embraced me as a child, teen, and young adult. It gave me new and exciting things to learn and care about.
My most recent visit to the VMFA was in May of 2023 for my Nonprofit Communications class. While there, we were able to speak with members of the VMFA. This was a beautiful and inspiring experience, as I was able to see a completely different side of this beloved museum.
The Virginia Museum of Fine Arts
Located in Richmond, Virginia, the VMFA is a non-profit organization that is supported by the state. Its mission is to “benefit the citizens of the Commonwealth of Virginia. Its purpose is to collect, preserve, exhibit, and interpret art, to encourage the study of the arts, and thus to enrich the lives of all.”
The museum was first established in 1936 and has undergone five major expansions. Known as one of the largest art museums in North America, the VMFA utilizes the support of private donations, funds, and endowments to continue its mission.
As such a large organization, workers and volunteers assist the leadership in order to succeed in day-to-day operations. Six division heads lead areas of the museum such as curation, human resources and volunteer management, communications and marketing, advancement, administration, and finance.
Jan Hatchette
Deputy Director for Communications and Marketing and Chief Communications Officer, Jan Hatchette, has worked at the VMFA since 2017. She previously worked at the University of Richmond for 17 years as senior director of marketing strategy and services. She started as a marketing coordinator and was promoted several times.
“I stayed for so long because it was continually growing, being challenged, and moving up the ladder,” Jan stated. During her employment at the University of Richmond, Jan was able to obtain her master of liberal arts degree with a concentration on African American studies from the University of Richmond, which added to her bachelor of science degree in mass communications she had gotten beforehand at Virginia Commonwealth University.
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She began her career as a public relations officer for Central Fidelity Bank. While she enjoyed this role, Central Fidelity Bank was bought and absorbed by what is now Wells Fargo. When this occurred, Jan was offered a position in North Carolina. She shared that while she did visit and enjoy the area, she was unwilling to move away from her family, who all live in the Richmond area. Instead of moving, she was recruited by someone that she knew through Central Fidelity Bank for the University of Richmond.
I was lucky enough to speak with Jan about her role at the VMFA and her career. I actually got this opportunity because of Bridgewater College Professor Ben Erickson. As my marketing and communication internship supervisor, I was able to talk with Professor Erickson about nonprofits and my career goals. He happily connected me with Lillian Dunn, the Executive Administrator to the CCO and Deputy Director for Communications & Marketing. Lillian then connected me with Jan and helped arrange a meeting time.
Communications and Marketing at the Virginia Museum of Fine Arts
Like any organization or business, communication is integral to the success of nonprofits. While working at the VMFA, Jan has successfully and strategically developed and implemented communication and marketing plans to continue each organization’s missions.
At the VMFA, her plans have:
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Strengthened brand identity and reputation
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Broadened awareness
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Spread information on exhibitions, programs, and priorities
“My division oversees all of the efforts related to the public relations side of things like dealing with the media, and the marketing pieces, which would include our social media, our website, our digital assets, and our email. It also includes our editorial and brand of the museum, along with being consistent in our message and voice,” explained Jan. “All of our audience development and community engagement efforts. Anything you see that publicizes and promotes the brand and reputation of the museum falls within our Communications and Marketing division.”
Jan emphasized the importance of using messaging that connects to all audiences. From members who donate a few dollars a month to high-level donors who give millions of dollars to patrons who have not donated, their communication plans target each demographic.
Jan’s passion for her work was clear through her language. She explained that every week at the VMFA was different, with a schedule that often did not conform to the common 9-5, 40-hour work week.
“We are in a position to be the place where people can come and they can actually see themselves in the art on the walls, see themselves in our programs that we have to offer. There is something for everyone at VMFA, and I believe that with everything that I am and everything that I believe in. This place is meant to be welcoming and inclusive for all people to come and spend time, to learn and grow, to develop,” Jan said.
Important Skills
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Before the end of our conversation, I asked Jan what skills allowed her to succeed within her roles. Her main skill? Listening.
“If you’re going to communicate, and communicate well, you have to be a really good listener. You’re constantly having to pay attention to the details. What is it that people are interested in? What are they looking for?” Jan elaborated.
She also highlighted the importance of good writing skills, the ability to be clear and concise, and attention to detail.
Speaking with Jan was an incredible opportunity. The willingness to share her experiences and passion was inspiring. At the end of the call, Jan advised that working in many different roles allows you to understand what you do not want to do, which brings you closer to what you really do want. As we said our goodbyes, she offered me tickets to the current exhibitions at the VMFA, just another testament to her kindness and belief in providing access to art.
