IMPACT REPORT 2024
A YEAR OF INSPIRING CHANGE
“This museum opened my eyes. It’s more than history—it’s a call to action.”
These words, shared by a visitor from Texas, capture the power of the National Civil Rights Museum in 2024.
Last year, your generosity helped create moments that moved hundreds of thousands of people to think, feel, and act. From record-breaking events like the Freedom Award to deeply personal transformations experienced in our exhibits,
2024 was a year when history didn’t just come alive—it inspired change.
Here’s just a taste of how your generosity inspired change in 2024…
KING DAY 2024: A DAY OF REFLECTION AND RENEWAL
A winter storm may have disrupted plans for in-person events, but King Day 2024 was far from canceled. Virtual programs connected thousands of participants around the world, offering opportunities to reflect on Dr. King’s legacy and recommit to his vision of justice and equality.
One family watched the programs together, sharing stories and learning about Dr. King’s impact. “It wasn’t just a day off—it was a day to grow as a family and as individuals,” they shared.
Watching the program together as a family reminded us of what Dr. King stood for—and what we can do to continue his work.”
Danielle L., Virtual Program Participant
NATIONAL CONVENING SERIES: TURNING PAIN INTO PURPOSE
In response to the tragic loss of Tyre Nichols, the National Civil Rights Museum convened a yearlong series of conversations addressing the roots of police violence, pathways for community healing, and actionable strategies for reform. The National Convening Series were made possible by FedEx, The Kresge Foundation, and Cummins, and the series brought together over 3,200 attendees and 29 national experts—activists, policymakers, and community leaders alike.
The culminating event, The Resilience: Combatting Police Violence through Policy and Public Safety, held in March 2024, offered a powerful day of dialogue, strategy, and collaboration. Moderated by Symone Sanders-Townsend, the symposium featured panel discussions and workshops designed to move the conversation from reflection to action.
By fostering these conversations, the Museum reaffirmed its role as a public square for critical dialogue. Together, we’re transforming pain into purpose and moving toward a safer, more just future.
FREEDOM AWARD: A RECORD-BREAKING CELEBRATION OF COURAGE
If you missed this year’s King Day celebration, it’s not too late to be inspired! Visit civilrightsmuseum.org/king-day to watch recordings and learn more about how you can honor Dr. King’s legacy every day.
The 2024 Freedom Award in October was a momentous occasion, with attendance growing by 38% and thousands of students, sponsors, and supporters joining to celebrate the power of individual and collective action.
The day began with the inspiring Student Forum at FedEx Forum, where over 3,400 students gathered
JUNETEENTH: A CELEBRATION OF FREEDOM AND COMMUNITY
Juneteenth 2024 brought a renewed spirit of celebration and reflection to the National Civil Rights Museum. It drew recordbreaking crowds and fostered a deeper connection to the meaning of freedom.
With 4,100 visitors on site—a 22% increase over 2023—this free-admission day opened the Museum’s doors to families, students, and community members eager to honor the legacy of emancipation.
in person—a 63% increase over last year—and more than 1,000 tuned in virtually. This dynamic forum encouraged students to dream big, act boldly, and see themselves as leaders in their schools and communities.
The highlight of the morning was the recognition of three remarkable high school seniors as Keepers of the Dream:
Adaria Crutcher (far right), who advocates for mental health support in schools; Corey Mitchell Irby II (center), who organized a campuswide cleanup initiative; and Maria Fernanda Machado (far left), founder of Soy Mia, a nonprofit providing free menstrual products to Memphis’s Latinx community. Later that evening, the Freedom Award ceremony at the historic Orpheum Theatre called attendees to reflect, remember, and act. Civil rights icon Xernona Clayton reminded us of the extraordinary power of individual action, while Sherrilyn Ifill emphasized the deciding role African Americans have played in shaping American
Standing in front of the Lorraine Motel... it was like I could feel the weight of what [Dr. King] stood for.”
democracy, as evidenced by the Civil Rights Movement. Finally, Spike Lee urged us all to mobilize as we move forward toward equity and justice.
With a 38% increase in attendance, the 2024 Freedom Award wasn’t just bigger last year—it was bolder. It brought together students, families, leaders, and supporters from across the country to honor the work of today’s changemakers and to inspire new generations to carry the torch. As one student reflected, “Hearing their stories made me realize I don’t have to wait to make a difference. I can start now.”
The Freedom Award isn’t just an event—it’s a reminder that we all have the power to make history.”
Taylor M. from Atlanta
Brittany C. from Connecticut
IMAGINE AN AMERICA PODCAST: AMPLIFYING VOICES, INSPIRING ACTION
Subscribe today on iHeart, Spotify, Apple Podcasts, or wherever you listen to podcasts.
In 2024, the National Civil Rights Museum launched the Imagine An America podcast, a platform for exploring pivotal civil rights issues and envisioning a more just and equitable society.
Hosted by Dr. Russ Wigginton, the Museum’s president, the podcast features conversations with thought leaders, activists, and visionaries shaping the future of justice.
Episodes dove into timely topics, from critical race theory to the enduring impact of Martin Luther King III’s advocacy, offering listeners new insights and a call to action.
This initiative reflects the Museum’s commitment to innovation and ensuring our mission extends beyond a physical space to reach a global audience. By creating meaningful experiences in non-traditional formats, we can connect with visitors from across the country and around the world—many of whom may never set foot inside our doors.
GIVING TUESDAY: INSPIRING GENEROSITY FOR YOUTH EDUCATION
Last year’s Giving Tuesday marked a milestone for the National Civil Rights Museum because it was fueled by a dynamic partnership with NBA star Jaren Jackson Jr., his family’s Much Required initiative, and the Memphis Grizzlies. Jaren personally gave $50,000 to the Museum’s Youth Education Fund, inspiring others to contribute and amplifying the Museum’s reach!
EDUCATION: BRIDGING THE PAST AND THE PRESENT
Over 70,000 students and educators participated in Museum programs in 2024, with workshops, digital resources, and inMuseum experiences that brought civil rights history to life.
For one Arkansas teacher, these programs sparked something new in her students. “The Museum gave them tools to connect what they’re learning to the world they’re living in. That’s the kind of education that changes lives.”
The Museum gave my students tools to connect what they’re learning to the world they’re living in. That’s the kind of education that changes lives.”
Lauren B., teacher from Arkansas
EVERYDAY HEROES: THE HEART OF THE MUSEUM
While the Freedom Award and other high-profile events highlight the big moments, 2024 was also a
year of everyday stories—visitors who walked through the Museum’s doors, learned something new, and left inspired to act.
One visitor reflected, “I’ve been to a lot of museums, but this one was different. It didn’t just teach me history. It made me feel it.” Another shared, “Walking through the exhibits made me think about my own role in the fight for justice. Am I doing enough? How can I do more?”
Finally, enough can’t be said about our talented and passionate tour guides. A Museum visitor praised them, saying, “The tour guides were incredibly knowledgeable and passionate, providing deep insights into the exhibits.” This highlights the exceptional dedication and expertise of the Museum’s guides in enriching the visitor experience.
Walking through the exhibits made me think about my own role in the fight for justice. Am I doing enough? How can I do more?”
Sarah W. from Memphis
THANK YOU FOR INSPIRING CHANGE
The stories of 2024 are stories of courage, commitment, and community. They’re the stories of visitors who left the Museum determined to make a difference, of students who saw themselves as part of something bigger, and of leaders who connected past struggles to today’s challenges.
Thank you for helping make this work possible. Your generosity didn’t just preserve history—it helped ensure that the lessons of the past continue to move history forward. n
BECOME THE DREAM: TRANSFORMING SPACES, INSPIRING CHANGE
When visitors step onto the grounds of the National Civil Rights Museum, they’re stepping into a story—a story of courage, resilience, and hope. And our Become the Dream campaign is about more than renovating the Museum’s buildings. It’s about creating spaces where these stories come alive and inspire every visitor to see their own role in justice and equality.
Launched to expand and reimagine key parts of the Museum, the campaign has already made incredible progress. Almost $37 million has been given toward our $38 million goal, so the vision for the future is becoming reality!
THE VISION IN ACTION
The transformation begins with Founders Park. Once its renovation is complete this summer, this outdoor space will be a place for reflection, dialogue, and learning. Visitors will gather under open skies to discuss ideas, process their experiences, and connect with one another. As a hub for community conversations, the park will also expand the Museum’s role as a town square for Memphis—a space where stories inspire action and dialogue fosters understanding.
Inside the Boarding House, brand-new exhibits will offer deeper insights into the defining moments of the Civil Rights Movement. And a host of new galleries will explore pivotal topics like voting rights, economic justice, and the global influence of the movement.
Inspired by the pillars outlined in Dr. King’s final book,
Where Do We Go From Here: Chaos or Community?, the exhibits on the third floor will feature “Legacy Pillars” that will shape much of the content and offer visitors a structured framework for understanding these critical issues.
If the Lorraine side of the Museum chronicles the events leading up to April 4, 1968, the storytelling of the renovated Boarding House will extend to answering the vital question: What happened next? These updates will follow what happened from April 5th up to today, highlighting the legacy of the movements of the 1950s and ’60s, and they will trace their impact through today’s ongoing fight for justice and equality. Exhibits will challenge visitors, especially younger generations, to think critically about the legacy of the movement and their role in shaping its future and carrying the work forward.
WHAT’S NEXT
With renovations slated for completion in 2026, the Museum is closer than ever to realizing this bold vision. BlueCross Healthy Place at Founders Park is expected to open in the summer of 2025, offering visitors a transformative space to reflect on the lessons of history.
Your investment in Become the Dream ensures that the National Civil Rights Museum remains a place where stories are told, voices are amplified, and change begins. Together, we’re creating spaces that inspire—and building a future we believe is worthy of the dream. n
MEET BAYARD RUSTIN , HIDDEN HERO OF THE CIVIL RIGHTS MOVEMENT
Ground-breaking New ‘Speaking
Truth
to Power’ Exhibit is a Testament to Your
Generosity
Bayard Rustin shaped the Civil Rights Movement in profound ways as a master strategist, an advocate for nonviolence, and a courageous voice for justice. Though less well-known than iconic figures like Dr. King, Rustin’s impact is undeniable.
If you’ve visited the Museum, you may have only seen glimpses of Rustin in exhibits about the March on Washington or the Freedom Riders. But that’s about to change.
In 2025, the National Civil Rights Museum will share his extraordinary story through Speaking Truth to Power, a new exhibit made possible by supporters like you. This collection will finally give Rustin the recognition he deserves, showcasing his life, work, and legacy.
The Strategist Behind the Movement
Often working behind the scenes because he was an openly gay man, Rustin was a chief architect of the movement, best known for organizing the 1963 March on Washington. His meticulous planning brought over 250,000 people to hear Dr. King’s iconic “I Have a Dream” speech.
Rustin’s influence extended far beyond that historic day. While others introduced Dr. King to nonviolence, Rustin
helped him adopt it as a core principle. A lifelong pacifist and student of Mahatma Gandhi, Rustin tirelessly defined the movement’s moral and strategic framework.
A Life of Courage and Conviction
Born in 1912 in West Chester, Pennsylvania, Rustin was raised by his grandparents, whose Quaker faith shaped his deep commitment to nonviolence and equality.
As a young man, Rustin toured as a singer before dedicating himself fully to activism. Despite facing discrimination— even within the movement—he persevered, quietly driving every major campaign for civil rights.
A Global Perspective on Justice
One of Rustin’s greatest strengths was his ability to connect struggles for justice. He believed civil rights, economic equality, and international peace were deeply intertwined. Rustin supported anti-colonial movements and promoted human rights worldwide.
The Speaking Truth to Power exhibit will bring his story to life through 150 artifacts, photographs, and interactive displays. Visitors will see handwritten plans for the March on Washington, explore his global work, and learn about relationships that shaped his career— including his partnership with Dr. King.
These artifacts are drawn from a collection of more than 375 items, now part of the Museum’s permanent collection. Preserving Rustin’s legacy ensures his contributions to the movement—and the world—will never be forgotten.
Why Rustin’s Legacy Matters Today
A recent visitor said: “Rustin’s story reminds us that ordinary people can do extraordinary things. I can’t wait to bring my kids to see this.” Through Speaking Truth to Power, Rustin’s voice will finally inspire a new generation to lead, serve, and move history forward. n
2024 IMPACT BY THE NUMBERS
The impact of 2024 is clear. Here’s what your support helped accomplish:
Over 225,000 visitors to the Museum, including event attendees and program participants
Over 70,000 students, educators, and life-long learners engaged through workshops, digital resources, and in-Museum programs
Over 10,000 books were given away to young readers during the Ruby Bridges Reading Festival
Over 1.5 million social impressions and over 2.6 million website pageviews, amplifying the stories and lessons of the Civil Rights Movement
Over 1,200 guide-led tours given, shepherding visitors through history’s most pivotal moments
Thousands of virtual participants connected during King Day 2024 programming, despite winter weather challenges
Almost $37 million given toward the $38 million goal for the Become the Dream capital campaign
375+ artifacts acquired for the Bayard Rustin exhibit, Speaking Truth to Power
Each number represents lives touched and stories preserved. Thank you for helping make it all possible through your generosity!
A WORD FROM RUSS: CHAOS OR COMMUNITY?
Dear Friend,
As I reflect on 2024, I’m reminded of the extraordinary moments and milestones that were possible because of your generosity. Last year, the National Civil Rights Museum wasn’t just a place to learn—it was a place to connect, to feel, and to act.
Your support preserved the stories of civil and human rights visionaries, gave tens of thousands of students and educators the tools to explore how history informs the challenges of today, and inspired visitors to leave with a renewed sense of purpose and responsibility.
As we look ahead to 2025, Dr. King’s timeless question from Where Do We Go From Here: Chaos or Community? feels as urgent as ever. This year, we’ll strive to answer it by unveiling Speaking Truth to Power, a new exhibit honoring the life and legacy of Bayard Rustin—a man whose courage and conviction shaped history.
We’ll also continue reaching classrooms across the nation, inspiring students to become the changemakers of tomorrow. And with the Become the Dream campaign nearing completion, spaces like Founders Park will become places where reflection and action meet, turning history into a call for change.
Your belief in this work fuels everything we do. Together, we’re choosing community over chaos, ensuring that the lessons of the past light the way forward for all who visit.
Thank you for your generosity, your vision, and your partnership in advancing civil and human rights. Here’s to an extraordinary year ahead—and to the next chapter of moving history forward.
National Civil Rights Museum 450 Mulberry St. Memphis, TN 38103 (901) 521-9699
give.civilrightsmuseum.org/impact
Gratefully,
Dr. Russell Wigginton President