THE WHITE HOUSE HISTORICAL ASSOCIATION
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A N N U A L R E P O RT OCTOBER
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1, 2019 – SEPTEMBER 30, 2020
2020
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THE WHITE HOUSE HISTORICAL ASSOCIATION
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A N N U A L R E P O RT OCTOBER
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1, 2019 – SEPTEMBER 30, 2020
2020
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the white house historical association 740 jackson place, n.w. washington, d.c. 20006 202.737.8292 whitehousehistory.org twitter @whitehousehstry facebook and instagram @whitehousehistory
© copyright 2021 by the white house historical association all rights reserved
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Table of Contents A Message from the Chairman of the Board • 6 A Message from the President • 8 The White House Historical Association Fact Sheet: 2014–2020 • 10 Mission Statement • 12 Enhancing Understanding, Appreciation, and Enjoyment • 14 The David M. Rubenstein National Center for White House History • 18 Publications • 22 Marketing and Communications • 26 Inspired by History • 30 Welcoming Guests to Our Historic Campus • 33 Support for the National Park Service • 33 Philanthropy • 34 Giving Societies • 35 National Council on White House History • 38 Officers and Board of Directors • 39 Staff of the White House Historical Association • 40 Financial Statements • 42
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A Message from the Chairman of the Board of Directors Frederick J. Ryan, Jr.
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Although the year 2020 will forever be remembered for the global COVID19 pandemic, which presented the White House Historical Association with operational challenges unlike any we had ever experienced, it proved to be a year in which adversity demonstrated the fundamental timelessness of the public’s interest in the historic White House and versatility with which we are positioned to successfully fulfill our mission. Our annual line up of educational programming began with traditional in-person events including the “White House History with David M. Rubenstein” program Slavery in the President’s Neighborhood: A Conversation with Dr. Lonnie Bunch III, conducted for a standing room only crowd at St. John’s Church in February. By March the pandemic necessitated that our remaining scheduled events be conducted virtually. Using the latest and most innovated communication technologies, Facebook Live, YouTube Live, Crowd Cast, and Zoom, the Association offered its full calendar of programing as planned. Rather than lessen the effectiveness of our message, we were able to dramatically broaden its scope and reach the widest audience in our history. As we return to in-person programing in the coming year we build on lessons learned in 2020 and offer virtual formats in combination with in-person programs. The pandemic and closure of our brick and mortar shops did not slow either our retail or our publishing efforts in 2020. Sales of our new releases received the broadest media attention in the Association’s history and new titles quickly went into multiple printings, while creative online promotions encouraged virtual shopping and resulted in record online sales. Thanks to the generosity of our donors across the nation and the commitment of our National Council on White House History, the Association met its development goals and ended the year on budget and in a strong financial position. The National Council grew to more than eighty members in 2020 and its members continued to raise our profile nationally, and advocate for our mission. The year closed with the Association in a strong and stable financial position. As we enter 2021, our sixtieth anniversary year, the Association remains dedicated to fulfilling its broad mission to enable the public to enjoy and appreciate the historic White House, the iconic symbol that belongs to all the American People. ANNUAL REPORT • 2020
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A Message from the President Stewart D. McLaurin
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In 2020, like all nonprofit and educational organizations, the White House Historical Association faced the impact of the COVID-19 pandemic. The closing of our White House History Shop, the White House Visitor Center, and the White House Bookseller’s Area, as well as the necessity for the Association’s staff to work remotely and halt our vibrant in-person events, brought extreme and new challenges to our traditional operations. Yet, through the hard work and creativity of our dedicated staff, and with the support and inspiration of our Board of Directors and National Council on White House History, the Association not only survived but thrived, as reported on the following pages and in the accomplishments charted in the “White House Historical Association Fact Sheet.” We were able to convert all of our planned in-person programs to virtual formats and reached more people in 2020 than in any other year in the Association’s history. Our successful transition to virtual programming firmly solidified a foundation that will take us onward into the future. As we resume our in-person events, we will continue to enhance them with digital offerings, drawing from the lessons learned during the pandemic and I know we will have a new way of working that will blend with the old in the future. The Association’s ability to evolve and succeed under the circumstances of the global pandemic is a testament to the extraordinary legacy of First Lady Jacqueline Kennedy’s vision for the Association’s role in the historic preservation of the White House. Our mission has been inspired by her vision since 1961. The processes that she established to acquire, manage, and preserve the historic furnishings of the White House and to fund publications and educational programs are all still in place and thriving. The White House belongs to all Americans wherever they may be across the country and abroad. Our 2020 experiences will certainly enhance our ability to continue growing our reach once COVID-19 becomes history.
ANNUAL REPORT • 2020
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WHITE HOUSE HISTORICAL ASSOCIATION FACTSHEET Investments Since 1961, the White House Historical Association has invested more than $110.5 million to maintaining the museum-standard of the White House and acquiring objects and artifacts for the collection. Social Media Since social media efforts began in 2014, the Association has gained more than 277,000 followers on Facebook, 148,000 followers on Twitter, and 63,000 followers on Instagram. 300,000 200,000 100,000 FB
14 15 16 17 18 19 20 TW IG
Retail Since 2014, annual retail sales have increased from $16,527,413 to more than $22,000,000.
The 1600 Sessions Monthly podcast, launched in 2017, 47 episodes with 156,095 downloads Significant events hosted: 2018 Presidential Sites Summit · 7 exhibits · 23 public lectures · 4 annual symposia · Produced 2 annual White House Easter Egg Roll 40 titles published or reissued since 2014. The White House: An Historic Guide now in its 25th edition 10,585 have subscribed to White House History Quarterly , up from 6,744 in 2014 Books and Quarterlies have received 151 national awards, including 107 since 2014
The Association’s catalog is received by more than 1.3 million households worldwide. 10 • THE WHITE HOUSE HISTORICAL ASSOCIATION
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Approximately 25,000 images digitized for the WHHA Digital Library, funded by Amazon Web Services
Education Since launching in 2017, Classroom Resource Packets have been downloaded by teachers nationwide more than 9,290 times.
The White House Experience App: More than 77,000 downloads, also funded by Amazon Web Services
The Association has hosted 330 teachers at its annual White House Teacher Institute with more than 30,000 students reached as a result.
More than 14,000 Public Program Attendees since 2014 (More than 8,800 in 2020)
Since development efforts began in 2014, $30,076,170 has been raised.
Development
The National Council on White House History, established in the fall of 2016, now has 70 members. Members contribute a minimum of $100,000 over a four-year period. Major Gift Donors increased from 4 in 2014 to 80 currently. Donors increased from 100 in 2014 to 17,600 donors currently. Partnerships
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The White House Historical Association is a nonprofit educational association founded in 1961 for the purpose of enhancing the understanding, appreciation, and enjoyment of the Executive Mansion. All proceeds from the sale of the Association’s books and products are used to fund the acquisition of historic furnishings and artwork for the permanent White House collection, assist in the preservation of public rooms, and further its educational mission.
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Fulfilling our mission in 2020
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Enhancing Understanding, Appreciation, and Enjoyment In 2020, the Association continued to fulfill its mission to increase the public’s awareness of the historic White House through creative and educational programs. In January 2020 the 1817 Bellangé suite of furniture was returned to the Blue Room following reguilding and reupholstery funded by the White House Historical Association. Newly returned to the collection is the Bellangé fireplace screen donated by the Association in 2012.
Gathering in the Blue Room to view the restored Bellangé suite and firescreen in January 2020 are National Council on White House History Co-Chair Ashley Dabbiere (left), and (above left to right) Board Member Gail Berry West, Board and National Council Member Anita McBride, and National Council Member Tami Longaberger.
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The 2020 Official White House Christmas Ornament honored President John F. Kennedy (right) with an image of his posthumous portrait by Aaron Shikler, which was donated to the White House Collection by the White House Historical Association in 1971.
The ornament was launched on President’s Day 2020 (below) at the the JFK Presidential Library and Museum in Boston by Stewart D. McLaurin (left) and WHHA Board Member Anita McBride (right).
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help slow the spread of covid-19 let’s keep each other safe Face Coverings All visitors ages 2 and up must wear a face covering (e.g. mask, bandana-type covering) consistent with CDC guidance.
2020 brought new challenges as the global COVID-19 pandemic spread and protests were staged in the President’s Neighborhood. As our campus on Lafayette Square began to reopen for limited office work and shop hours, safety guidelines were posted (left) and followed. During the Black Lives Matter protests during the summer of 2020, the White House neighborhood was fenced off limiting access to our headquarters and the prevaling sentiments were expressed in graffiti on the H Street side of historic Decatur House.
Practice Social Distancing Practice social distancing during your visit by staying at least 6 feet from anyone not in your household group. Groups should remain together. Children must stay with adults at all times.
Enhanced Cleaning Measures in Place The White House Historical Association is conducting enhanced cleanings of high-touch areas. Hand sanitizer is available throughout our spaces.
Stay Home if You Are Sick or Have a Fever If you are feeling ill or may have been exposed, we ask you to please not enter.
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Stewart McLaurin met with White House fellows in September 2020 at the Eisenhower Executive Office Building (above). Although a small number of in-person events like this were conducted with COVID-19 safety protocals in place, dozens of planned programs became virtual in 2020. Prior to the COVID-19 shutdowns, Stewart McLaurin (clockwise from left) received a gift on behalf of the Association of an original Lily Spandorf watercolor from Board Member Knight Kiplinger, welcomed guests to the Association’s annual luncheon in honor of Stephen Decatur Jr., and spoke at the Colonial Williamsburg 2020 Decorative Arts symposium.
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The David M. Rubenstein National Center for White House History Established by the White House Historical Association in 2010, the National Center is a research and educational institute that conducts ongoing educational programs for students, teachers, scholars, and the general public on the history of the White House and the President’s Neighborhood.
Public Programs In partnership with Winterthur Museum, Garden & Library, the Association hosted a virtual Decorative Arts in the White House Symposium. Originally slated as an in-person event in May 2020, the symposium was converted to a virtual program that aired October 1, 2020. Nearly 400 people attended. In May 2020, the Rubenstein Center coordinated a private colloquium with the First Ladies Initiative of American University in preparation for hosting the First Ladies Symposium slated for May 2021. The Rubenstein Center also initiated White House History Live, a monthly virtual program. Nine episodes were hosted on the Facebook Live platform in 2020, which generated more than 285,000 views. The series will continue in 2021.
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Historical Research The Slavery in the President’s Neighborhood research initiative was launched in February 2020. A new landing page on the Association’s website features an interactive timeline, an index of identified enslaved persons who worked at the White House, a virtual tour of the Decatur House Slave Quarters, and new scholarship on the enslaved African Americans who built and maintained the White House. The website launch coincided with the “White House History with David M. Rubenstein” program Slavery in the President’s Neighborhood: A Conversation with Dr. Lonnie Bunch III, at St. John’s Church on February 5.
WHITE HOUSE HISTORY with David M. Rubenstein
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Slavery in the PRESIDENT’S Neighborhood A Conversation with
Dr. Lonnie G. Bunch III February 5, 2020
Dr. Lonnie G. Bunch III, Secretary of the Smithsonian Institution, and David M. Rubenstein discuss the history of slavery in the President’s Neighborhood at St. John’s Church, February 5, 2020.
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History and Education
The annual Teacher Institute became a virtual event for the first time in 2020 due to the COVID-19 pandemic. The screen shot below captures the welcome to educators on the first day of the institute.
Education The 2020 White House History Teacher Institute was conducted virtually from July 6 to 10 with two-hour interactive sessions each day and content delivered by Rubenstein Center educators, Master Teachers, partner organizations, and guest speakers. The virtual Institute was a resounding success drawing 195 total registrants. Educators from more than twenty-eight different states participated, and fifty-nine educators interacted with different aspects of our content that included education materials, findings from historians, and digital library images. The digital content provided will reach more than 16,000 students across the country during the 2020–21 school year. Additionally, the Education Team launched eighteen weeks of White House History Wednesday with educational content that was featured on Twitter. These tweets highlighted new and updated Classroom Resource Packets that paired fun “Anywhere Activities” to be used by educators in all learning environments, whether they be virtual, in-person, or hybrid. The team presented at state and national educational conferences and partnered with local and national organizations to increase the reach of WHHA’s educational resources through the COVID-19 pandemic.
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Digital Library The White House Historical Association received a National Endowment for the Humanities Grant as part of the CARES Act to enhance the White House Experience app. The grant of $191,710 supported the creation of short educational videos about the Public Rooms of the White House, a 360-degree tour of the White House, a desktop version of the mobile app for teachers, and the integration of foreign languages. Only 14% of grant applications were funded in this nationwide competition. The Digital Library continued to add resources to its collection. There are now 22,480 digital assets in the collection with the more than 4,000 items added in 2020. The White House Experience app has been downloaded more than 82,000 times and usage is expected to increase with the inclusion of the app’s barcode on the White House tour boarding pass.
The White House 360 Virtual Tour provides users with detailed floor plans and interactive models, allowing users to understand the relationship between rooms. The tour allows users to navigate through the Public Rooms including the State Dining Room (below).
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Publications Since 1962, the White House Historical Association has produced award– winning books on a wide range of subjects related to the history of the President’s House, from its architecture, gardens, fine and decorative arts to the presidents and first ladies who lived their over the years.
White House History Quarterly WHITE HOUSE HISTORY Quarterly
The Presidents and Sports The Journal of t h e w h i t e h o u s e h i s t o r i c a l a s s o c i a t i o n Number 5 5
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WHITE HOUSE HISTORY Quarterly
Furnishing the White House: The Decorative Arts Collection
WHITE HOUSE HISTORY
Protecting the President: The History of the United States Secret Service
The Journal of t h e w h i t e h o u s e h i s t o r i c a l a s s o c i a t i o n Number 56
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WHITE HOUSE HISTORY Quarterly
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Photographing the White House The Journal of t h e w h i t e h o u s e h i s t o r i c a l a s s o c i a t i o n Number 58
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Quarterly
The Journal of t h e w h i t e h o u s e h i s t o r i c a l a s s o c i a t i o n Number 5 7
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Four issues of White House History Quarterly were released beginning with “The Presidents and Sports” in the fall of 2019 followed by “Furnishing the White House: The Decorative Arts Collection,” “Protecting the President: The History of the United States Secret Service,” and “Photographing the White House.” In March 2020, the Publications Office Suite was named for William Seale, the founding editor of the quarterly who passed away in late 2019.
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New Releases Recipes from the
The Association released three new major titles in 2020, beginning with Recipes from the President’s Ranch: Food People Like to Eat by Matthew Wendel, which went on presale in May and was officially released in August. The book, which opens with a foreword by former First Lady Laura Bush, features Matthew Wendel’s memories and favorite recipes compiled from his years cooking for President George W. Bush and his family at Camp David and Prairie Chapel Ranch. It received top-tier media coverage and is now in its fourth printing.
Wine and the White House: A History by Frederick J. Ryan, Jr., is a comprehensive history of the role of wine has played in diplomacy and entertaining at the President’s House from the eighteenth to the twenty-first century. The book, which went on presale in August of 2020, has been featured in more than forty programs, articles, reviews and podcasts, with more coverage planned in 2021. Highlights include coverage in the Wall Street Journal, Jancis Robinson’s website, Veranda, Washingon Post, and the Boston Globe.
President’s Ranch By Matthew Wendel
FOOD PEOPLE LIKE TO EAT
Foreword by Laura Bush
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The Official White House Christmas Ornament: Collected Stories of a Holiday Tradition by Marcia M. Anderson and Kristen Hunter Mason was released in July 2020 and sold out of three printings by year’s end. Included are the stories behind the design of each of the forty ornaments issued from 1981 to 2020.
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New Children’s Series Launched
On September 1, 2020, the Association launched a new series of children’s books with two titles illustrated by John Hutton and introduced by Stewart D. McLaurin. A White House Alphabet was written by five-year-old Rocco Smirne, who learned his ABCs during the COVID-19 lockdown, and his mother Arioth Harrison Smirne (above) who talked about their book on the Young Voices Talk White House History podcast hosted by Stewart McLaurin. With Presidents Play! by Jonathan Pliska, author of The White House Easter Egg Roll, children will learn that President John F. Kennedy had a passion for sailing while President William Taft was honored to throw the first pitch out at the Washington Nationals baseball game and which presidents shared their favorite sport, game, or exercise to play or to watch.
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Publications Publicity and promotion
The Publications Department entered into a successful agreement with a dedicated book publicist in 2020, resulting in robust coverage of our books in print, online, and broadcast media, including an appearance by author Matthew Wendel on CBS Saturday Morning (above). Other promotional efforts included our Second Annual Book Festival in December 2019, the distribution of our annual Holiday Book Catalog in both print and digital formats, and a new Book of the Month promotion that highlights one back title each month.
Holiday 2020
BOOK CATALOG Recipes from the
President’s Ranch By Matthew Wendel
FOOD PEOPLE LIKE TO EAT
Foreword by Laura Bush
Awards The Association’s books received 27 national awards in 2020 in the following competitions: Benjamin Franklin Awards, Best Book Awards, Communicator, Eric Hoffer, Gold Ink, Independent Publishers, National Indie Excellence Awards, and Next Generation Indie Book.
the white house historical association
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Marketing and Communications The Communications, Marketing, and Digital Outreach Department seeks to strengthen and broaden the visibility of the Association.
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HONORING P R E S I D E N T J O H N F. K E N N E DY
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Marketing On February 17, 2020, the Official White House Ornament honoring President John F. Kennedy was unveiled at the Kennedy Library in Boston and streamed online via Facebook. With nearly all shopping happening online this holiday season due to the COVID-19 pandemic, the Association focused its advertising efforts on digital, including digital banner ads re-targeted to whitehousehistory.org and shop.whitehousehistory.org, and social media partnerships with Instagram influencers. This year, the Association’s Holiday Catalog and ornament sale flyer reached more than 1.3 million homes and resulted in the strongest performance of purchases through direct mail to date. The holiday catalog brought in a record number of sales in October and November as more people shopped from home online and by phone. Each product featured in the catalog realized strong sales including a golden tree topper, new books, children’s items, and WHHA exclusive products such as luxury ware from Halcyon Days and apparel from Brooks Brothers. The digital catalog released in mid-October has been read more than 1,800 times online.
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Communications In 2020 the Association secured a large number of press hits in top-tier outlets, such as the New York Times, Associated Press, and the TODAY Show. Colleen Shogan authored two op-eds for The Hill and Stewart McLaurin authored op-eds for History News Network and ARTNews. The Association was also featured in a number of lifestyle pieces focused on the history of holiday traditions at the White House and the Official White House Christmas Ornament was featured in outlets like VOGUE, Parade, Town and Country, People, CBS National Radio, Nebraska TV, and Fox 5 DC, further establishing the Association as the go-to resource on White House history.
1600 Sessions Podcast The 1600 Sessions Podcast hosted by Stewart McLaurin continued with the steady growth in listenership that began with its 2017 launch. Episodes focus on illuminating the history of the Executive Mansion through personal anecdotes and stories of experts, historians, and those who have worked within the White House walls. Since 2017, the podcast has been downloaded more than 189,000 times. In 2020, topics included: White House transitions, Suffrage, St. John’s Church, and the history of wine and the White House. In September Stewart McLaurin recorded an episode with Michael Smith on his book, Designing History: The Extraordinary Art & Style of the Obama White House.
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Digital Outreach Throughout the course of the 2020 global pandemic, the Association’s robust social media presence ensured that our messages continued to reach a broad audience. New strategies for audience development included targeted paid campaigns throughout the year and new live-streaming events including White House History Live. The Association’s Facebook account has grown to nearly 300,000 followers, while its Twitter account has reached more than 165,000 followers. The Association’s Instagram has seen steady growth due to focus on Instagram First content and our push to publish Stories at least twice a week. The Digital Outreach team worked closely with the Rubenstein Center to produce website resources that fulfilled the mission of the Association and provided a number of curated resources for the general public, teachers, parents, and students. Twelve new collections were added to the website in 2020, and designed to be more streamlined and easier to find within the website. Included in these projects with the Rubenstein Center was the launch of the Slavery in the President’s Neighborhood website that featured new design and technology. The website has an optimized timeline feature that scrolls vertically for a user journey through the content and calls out not only the new information, but also puts the timeline in context of key events in history.
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Inspired by History The Association’s broad range of creative and exclusive retail offerings provide a tangible connection to White House history.
2020 IN Review The White House Historical Association’s Retail department faced significant challenges in 2020 due to the COVID-19 pandemic. With store closures extending from mid-March through early October, the retail team altered course with a drastically changed strategy, directing its focus exclusively towards online sales. Despite the challenges, the tactical digital and marketing campaigns, promotional events, and increased efforts in fundraising and corporate sales were all put into place. The 2020 Holiday Catalog, which reached more than 1.3 million customers digitally and in mailboxes on October 15th, generated more than $10.6 million in sales. The catalog allowed our loyal customers to explore our new products from the comfort of their homes. Overall for the year at all locations, sales exceeded $19 million, despite the store closures from mid-March. In response to these changes, there was a push for online sales through digital marketing and promotions. This initiative generated an increase of 3% for online sales, totaling more than $15.6 million for 2020.
2020 White House christmas Ornament The Official 2020 White House Ornament commemorates John F. Kennedy, the thirty-fifth president of the United States. With this ornament President Kennedy is remembered through his posthumous official White House portrait, created in 1970 by Aaron Shikler. The portrait, symbolic of his unfinished presidency, hangs in the White House today. The reverse side of the ornament features an engraved quote from First Lady Jacqueline Kennedy: “The White House belongs to the American people.” Mrs. Kennedy envisioned a restored, museum quality presentation of furnishings and decor from the era of the early presidents inspired the foundation of the White House Historical Association.
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New products The new title Wine and the White House: A History, created an opportunity to design a selection of glasses and decanters inspired by the glassware in the White House Collection. Clockwise from left: Two seals represent the elegant glassware in the collection. The seal depicting an eagle is based on the Lincoln glassware. The Cristal de Paris wine glasses and decanter are expertly etched with the seal. The exclusive leather bound, handmade box holds a set of the Cristal de Paris and a special, gilded edge edition of Wine and the White House: A History, signed by the author Frederick J. Ryan, Jr. The Brooks Brothers Collection was inspired by the iconic Truman Seal. Clockwise from top left: Truman Seal ties in 100% silk were offered in navy, blue, and red. Double-sided Truman Seal bow ties in 100% silk were offered in blue and red. Solid color Truman Seal bow ties in 100% silk were offered in navy and red. A patriotic scarf of 100% silk was inspired by military motifs and those that work in the White House. The Truman Seal pocket square was produced in 100% silk and the Resolute Eagle Cameo cuff links were set in sterling silver. This Gilded Eagle Tree Topper, handmade by American artist William Adair, was inspired by those made for display in the White House during the presidency of Ulysses S. Grant.
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Retail Promotions The post-holiday Annual Ornament Sale continued to be a success and in 2020 brought in a total of $768,000. Due to the pandemic, the fifth White House Easter Egg Roll Kiosk was cancelled and online sale of the Easter Eggs was held in its place generating $209,000 in sales. The annual Liquidation Sale was rebranded as a fully online Spring Clearance Sale and proved an outstanding success producing more than $100,000, a 60% increase from previous years. The Fifth Annual Christmas in July Sale produced abundant sales totaling more than $500,000. Multiple new retail events were constructed in 2020 to increase purchasing incentive beginning with the Labor Day Promotion that offered free shipping to all customers and achieved more than $200,000 in sales. In response to the positive feedback from this event, free shipping was again offered with Black Friday and Cyber Monday promotions, which garnered more than $1 million in sales. In honor of the brave men and women who have served in the military, a Veteran’s Day promotion produced $700,000 in orders. In spite of the closures brought about by the pandemic, the Ellipse Kiosk continued for the sixth year by the National Christmas Tree with the help of the National Park Service and sales topped $58,000.
E-Commerce Site Launch Our new e-commerce site, which launched in April 2020, features an elegant design, engaging photography, and a nimble and responsive platform on Shopify+ that performs and views well on any electronic device. A significant increase in conversions on mobile devices has resulted. As our customer base grows across the nation, shop. whitehousehistory.org continues to stay up to date with the style and user experience that today’s online customers expect for digital shopping.
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Welcoming Guests to our Historic Campus Throughout the year our historic setting was utilized by the Association for educational programs and celebrations as well as corporate and private guests.
Fiscal Year 2020 began with a typical run of fall and winter events during which we hosted a variety of corporate, non-profit, and stunning social events. We entered the winter season anticipating an eventful spring enhanced by recognition from Washingtonian Magazine as a recommended event venue. Our social media platforms continued to grow to more than 1500 followers on Instagram, a 20% increase from FY19. In September, we began a crossover campaign with the digital library team to showcase pieces from the Decatur House collection on our Facebook, Instagram, and Pinterest pages, as a way to promote use of the historic parlors spaces and engage guests more through the history of Decatur House. While the COVID-19 pandemic brought the live events industry to an immediate halt, the majority of our rental clients have been successfully rescheduled for late fall 2021 and spring 2022 dates.
Support for the National Park Service
The White House Historical Association continued its long-standing commitment to the National Park Service through its ongoing financial support of the White House Visitor Center and other operations. Our donation has provided for the ongoing maintenance of the facility and allowed NPS to continue and expand its programming for the general public.
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Philanthropy Fundraising Metrics Fiscal Year 2020 (as of September 30, 2020)
annual report
BY THE NUMBERS
$6.7MILLION
DOLLARS RAISED IN FY20 $6,669,535* * in gifts, grants, and pledges
DONOR GROWTH NUMBER OF DONORS HAS INCREASED BY 71% OVER FY19 AND 568% OVER FY17
FY20
18,044
FY19
10,579
FY18
8,966
FY17
2,701
GIFTS OF $50,000 +
NUMBER OF ACTIVE MAJOR GIFT DONORS INCREASED FROM 4 IN 2014 TO MORE THAN 100 IN 2 020
TOP DONOR STATES IN FY20 VIRGINIA 2,223 MARYLAND 1,406 CALIFORNIA 1,358 FLORIDA 1,233
PENNSYLVANIA 1,009 NEW YORK 853 TEXAS 817 OHIO 812
34 • THE WHITE HOUSE HISTORICAL ASSOCIATION
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Giving Societies The White House Historical Association gratefully acknowledges those donors who made gifts, pledges, or pledge payments during the 2020 fiscal year, October 1, 2019 through September 30, 2020.
Gifts of $1,000,000 or More Amazon Web Services Anonymous The Leonard and Elaine Silverstein Family Foundation
Gifts of $500,000–$999,999 ChemArt Company Deborah Lehr and The Honorable John F. W. Rogers
Gifts of $100,000–$499,999 Kimberly Norris Abod and Craig Abod Aflac Incorporated Theresa Behrendt and John Behrendt Teresa Carlson Natalia Cola and Azad Cola Susan Dabbar and John Dabbar Ashley Dabbiere and Alan Dabbiere Diana Davis Spencer Foundation Stephen M. Duprey Joan M. Goodman and Murray Goodman R. Alan Hall Japan Society Metta Krach and the Honorable Keith Krach Lisa Manning and David Manning The Moody Foundation
National Endowment for the Humanities Linda Powers Hilary Geary Ross and The Honorable Wilbur Ross The Sexton Charitable Foundation Frances B. Spradley and James Spradley Cynthia Stone and Sheldon Stone Diana Strandberg and Steven Strandberg Andrea Strawn and Steven Strawn Carleton Varney Lisa Wendt and Gregory W. Wendt
James Monroe Cabinet Anonymous Bank of America Buffy Cafritz Esther Cavanaugh and Dr. James H. Cavanaugh Parker Collier and Miles Collier The David & Lorna Gladstone Foundation Delta Air Lines Yasmina Giordano and John Giordano Anne Lantry George Logothetis The Berry Charitable Foundation Sally Hartsfield Sutton and Benjamin C. Sutton, Jr. Alan M. and Nathalie P. Voorhees Fund Nancy Voorhees
ANNUAL REPORT • 2020
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Blue Room Society Anonymous Rye Barcott – With Honor Action
The Honorable Ann Stock and Stuart Stock Rosemary Tornillo and Mark Tornillo
Jean Bottorff and Dennis Bottorff
Kathryn Vecellio and Leo A. Vecellio
The Case Foundation
Gail Berry West
Margaret Dalton and The Honorable John Dalton Dorothy Stephens Gray
James Hoban Circle
Monica Lind Greenberg
Josephine Adair
Hubbard Broadcasting Foundation
Thomas Adams
The Kiplinger Family Foundation
Robin Allen
Mary Lou McGee and Robert M. McGee
Eric Anderson
Dr. Dorothy Moore
Katherine Anderson and Thomas Anderson
Melody Sawyer-Richardson
Jennifer Avellino
The Textron Charitable Trust
Stephanie Beehler
Lisa Wills and David J. Wills
Frank Boushee AnneMarie Brazunas
1792 Circle
Cynthia S. Buck and John C. Buck Daniel Carmichael
Afsaneh Mashayekhi Beschloss and Michael Beschloss
Ann Catts D. Russell Clayton
The Honorable Richard Blumenthal
Kimberly Colonnetta
Mary K. Craig-Class
Jerome Conlon
Anne Dudley and Henry Dudley
Joann DeLucia and Francis DeLucia
Akram Elias
Bill Dickey
The Honorable Mark Foley Julianna Hawn Holt
Vicki Dixon Jacqueline Dupont and Marc Carlson Robert Fay
Greg Madl
Jeanie Figg
Isabel Malkin and Peter Malkin
Margaret Fowke
The Honorable Anita B. McBride and The Honorable Timothy J. McBride Mary Wynn McDaniel and Charles McDaniel
Jean Frazier Susan R. Gravlee and Macon W. Gravlee, Jr. James Greener Maureen Hill
Julie L. Mooney
David Hilty
Suzanne Niedland
Janet Howard
Nicole Sexton
The Honorable Alphonso Jackson
Rosemary Tornillo and Mark Tornillo
Jonathan Karl
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Cynthia Kasper Dr. Elise K. Kirk Matthias Laengauer
Legacy Society Daniel L. Allen D. Russell Clayton
Anthony Laurendi
Dr. Dorothy Moore
LUMW Foundation
The Leonard and Elaine Silverstein Family Foundation
Debra Maffeo Michelle Maffeo Lynn Manger
In-Kind Support
Joseph McCaskey
Amazon Web Services
Michele McDaniel and James I. McDaniel
Google, Inc.
Patricia Ann Miller Marjorie Muscarella and Samuel Muscarella George Omas Sandra Davis Owen John Paolo Hunter Peil Anton Rosenthal and Ruth Ganister Patrick Phillips-Schroc Niente Ingersoll Smith and Robert Smith Dorothy Stapleton and The Honorable Craig Stapleton Kasey Stone Christina Tchen United Technologies Viviane Warren Jill White Rhett Wilson Roy Young
ANNUAL REPORT • 2020
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National Council on White House History Established in 2017. These individuals from the philanthropic and business community are leaders in advancing the work of the White House Historical Association. Ashley Dabbiere, co-chair Steven Strawn, co-chair Kimberly Norris Abod Eula Adams Kathryn Ballard Marta Batmasian Theresa Behrendt Barbara L. Bowles Buffy Cafritz Nicholas Candy Teresa Carlson Merlynn Carson Rose Carter James H. Cavanaugh Robin Taylor Chiarello Natalia Cola Theresa Cole Parker Collier Candace Cummings Susan Dabbar Edward L. Diefenthal Ann M. Drake Deborah Driesman Stephen M. Duprey Claire Dwoskin Meg Gentle Lorna Gladstone Murray Goodman R. Alan Hall Janet Hill Bonnie McElveen-Hunter Ghada Irani Anurag Jain Y. Michele Kang Michele Kessler Melissa Kirkpatrick Susan Klein Bradley Knox Metta Krach Sachiko Kuno Ling Kwok Anne Lantry George Logothetis Jennifer London
Tamala Longaberger Kristen Lund Robert Maginn Ling Chai Maginn Lisa Manning David Marquis Anita B. McBride Kenneth Mehlman Mary V. Mochary Geoff Morrell Dianne Ingels Moss Glori Norwitt Konstantino Pantazopoulous Linda Powers Rebecca Reyes John F. W. Rogers Hilary Geary Ross Frederick J. Ryan, Jr. Deborah Sargeant Karen Schaufeld Susan Silverstein Scott Melvin Sembler Marlyne Sexton Gunjan Sinha Jeanne Specchio Diana Davis Spencer Frances B. Spradley Sheldon Stone Steven Strandberg Sally Hartsfield Sutton Addison McKinley Sutton Ramon Tallaj Clare Phillips Tayback Carleton Varney Nancy Voorhees Joshua Walker Desiree Watson Gregory W. Wendt Jane Wilf John Wood Karen Buchwald Wright George C. Zoley
38 • THE WHITE HOUSE HISTORICAL ASSOCIATION
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Officers and Board of Directors As of September 30, 2020 CHAIRMAN Frederick J. Ryan, Jr.
VICE CHAIRMAN AND TREASURER John F. W. Rogers
SECRETARY James I. McDaniel
PRESIDENT Stewart D. McLaurin
ELECTED MEMBERS
EX OFFICIO
John T. Behrendt Michael Beschloss Teresa Carlson Jean Case Janet A. Howard Knight Kiplinger Martha Joynt Kumar Anita McBride Robert M. McGee Ann Stock Ben C. Sutton Jr. Tina Tchen Gregory W. Wendt
Lonnie G. Bunch III
DIRECTORS EMERITI John H. Dalton Nancy M. Folger Elise K. Kirk Harry G. Robinson III Gail Berry West
Smithsonian Institution
Kaywin Feldman National Gallery of Art David S. Ferriero National Archives Carla Hayden Library of Congress Katherine Malone-France National Trust for Historic Preservation
LIAISON Margaret Everson Counselor to the Secretary, Exercising the Delegated Authority of Director for the National Park Service
ANNUAL REPORT • 2020
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White House Historical Association Staff As of September 30, 2020
Marcia Anderson, Vice President for Publishing & Executive Editor & Editor of White House History Quarterly Chandler Battaile, Associate Vice President of Development Luke Boorady, Director of Projects, Partnerships and Initiatives Cindy Buck, Development Associate Leslie Calderone, Director of the Digital Library Elizabeth Conley, Senior Director of Donor Relations Matthew Costello, Senior Historian, Vice President of the Rubenstein Center Cora Cruz, Director of Housekeeping Alexander Del Vecchio, Coordinator of Prospect Research Rebecca Durgin, Editorial Coordinator John Emerson, Senior Accountant Jessica Fredericks, Director of Communications Arioth Harrison, Director of Special Events Irving Hernandez, Assistant Facilities Manager Danielle Kelly, Fundraising Database Manager Alexandra Lane, Director of Digital Resources Amanda Laughead, Digital Content and Communications Manager Albert Lee, Chief Financial Officer Lina Mann, White House Historian Kristen Mason, Senior Editorial & Production Manager Lauren McGwin, Editorial & Production Director Stewart McLaurin, President Michael Moore, Director of Membership & Operations for Development Bob Milam, Manager, White House History Shop Rachel Newdorf, Special Events Associate Cathy O’Connell, Manager, White House Sales Desk
40 • THE WHITE HOUSE HISTORICAL ASSOCIATION
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Ken O’Reagan, Assistant Director of K-12 Education Kimberly Osborne, Executive Assistant to the President & Secretary to the Board of Directors Rachel Phillips, Administrative Assistant Corey Purtell, Curatorial Assistant Melody Reynolds, Sales Associate, White House Sales Desk Camila Rondon, Retail Executive Assistant Mitch Ruhl, Administrative Assistant to the President Caitlin Sanders, Digital Asset Librarian Elizabeth Sheehy, Director of Retail Operations Gina Sherman, Vice President for Retail Strategy and Sales Amanda Shifflett, Director of Digital Outreach Colleen Shogan, Senior Vice President and Director of the David M Rubenstein Center Denise Thomas, Sales Associate, White House Visitor Center Rob Warchol, Gift Officer, Annual Fund Elyse Werling, Editorial & Production Manager Teresa Williams, Manager, White House Visitor Center Cynthia (Cindy) Wilson, Sales Associate, White House Sales Desk Rhett Wilson, Vice President for Development Rodney (Butch) Winter, Director of Facilities Alfred Young, Sales Associate, White House Visitor Center
ANNUAL REPORT • 2020
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Financial S tat e m e n t s Since 1961, the mission of the White House Historical Association has been to enhance the understanding and appreciation of the Executive Mansion. Our acquisition, preservation, research, and education efforts continue through generous private donations and the sale of our books, products, and the official White House Ornament. We have successfully managed our financial operations and enter 2021 in a healthy financial condition. The 2020 annual audit was conducted by BDO USA, LLP and is available by contacting our finance office.
Re venu e * 2020 2019
Contributions 19%
Sales Revenue 20,937 21,897
Investment Income 23%
Investment Income 8,305 3,896 All Other 348 786 Contributions 6,829 7,180 Total Revenue 36,419 33,760
All Other 1%
Sales Revenue 57%
e xpe n s e s *
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Growth in N e t As s e ts *
$100,000 $105,000 $110,000 $115,000 $120,000 $125,000 $130,000 $135,000 $140,000
2016
$113,553
2017 2018 2019 2020
$123,147 nine month period $126,978 $132,259 $134,446
* Numbers are given in the thousands ANNUAL REPORT • 2020
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The White House Historical Association’S OFFICIAL Tartan In 2020 the White House Historical Association registered its own official tartan with the Scottish Register of Tartans, which is pictured on the endsheets of this Annual Report. The tartan design is a tribute to the eight Scottish stonemasons who traveled to Washington in 1794 at the request of the commissioners of the District of Columbia to embellish the Aquia, Virginia, sandstone selected by George Washington for the exterior of the house with the finest stone carving in eighteenth-century America. Thirty-four American presidents, from James Monroe to Donald Trump, have claimed Scottish heritage. The five colors woven into the Association’s tartan represent the most fundamental colors associated with the architectural fabric of the White House itself. Three colors represent the iconic formal parlors on the State Floor: the Red Room, Green Room, and Blue Room. Evocative of the famous Bellangé suite purchased in 1817 by James Monroe and recently refurbished with the support of the White House Historical Association, the vibrant blue is inspired by that of draperies, upholstery, and carpet of the Blue Room. The green represents the Federal style Green Room, which, when decorated by President Monroe in 1818, became the first State Room to be named for the color of its textiles. Red symbolizes the color of the American Empire style Red Room, first furnished with bold red silks in 1845 during the James K. Polk administration. The gray represents the Aquia sandstone and the artistry of the Scots stonemasons. Finally, the white represents the white exterior of the of the White House, which was first whitewashed by the stonemasons to protect the porous Aquia sandstone, and later painted white, inspiring the name by which the house is known today.
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