The guidelines, which will be incorporated into the association's accreditation standards, warn museums to be careful of conflicts of interest, or the appearance of conflicts, if the lender has donated to the museum, or is in other ways connected to decision making. Although the guidelines came out after the Shiseido exhibit was organized, Ms. Gumpert said she believes her actions complied with them. Promotional materials clearly state that Shiseido underwrote the exhibit. But several academics said the fact that Shiseido underwrote the show and then gave money to the university simply looks bad. Others questioned Ms. Gumpert's claim that the idea of getting additional money from Shiseido never crossed her mind when deciding to mount the exhibit.
Gallery directors say it is a hot topic of conversation.
Observers say dwindling federal support combined with increased expectations by the public for slick shows has forced museums to scramble for money. Even university museums, often supported by their parent institutions, are not immune. At the same time, corporations are tying more strings to their philanthropic efforts. And they're becoming more quid pro quo. After all, university museums attract young adults, a favorite target of marketing departments.