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Application Guidelines – Canada Strong Pass Initiative

Museums Assistance Program

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Objectives and expected results for the Museums Assistance Program

The Museums Assistance Program (MAP) supports heritage institutions and workers in the preservation and presentation of heritage collections in Canada. The Program provides financial assistance to Canadian museums and related institutions for activities that:

Expected long-term results:

Objectives and expected results for the Canada Strong Pass Initiative

The Government of Canada is implementing the Canada Strong Pass from June 20 to September 2, 2025 to help Canadians discover and celebrate Canada. The objective of the Canada Strong Pass is to help the next generation discover all that Canada has to offer. The Canada Strong Pass is expected to increase accessibility to Canada’s museums, parks and historic sites by making these attractions more affordable.

The aim of the Canada Strong Pass Initiative, available under the Museums Assistance Program, is to provide financial assistance to provincial and territorial museums participating in the Canada Strong Pass. MAP funding will support increased costs associated with the implementation of the Canada Strong Pass and help compensate for lost revenues incurred by providing free and discounted access to heritage organizations for children and youth.

To be eligible to receive financial assistance from the Canada Strong Pass Initiative, heritage organizations must adhere to the following pricing structure and conditions established by the Government of Canada.

The Canada Strong Pass will:

Application deadline

Online Funding Portal Opening Date: June 23,2025

Deadline and Portal Closing Date: July 18, 2025

Eligibility

We are responsible for determining the eligibility of each applicant, its project and project-related expenses.

If your organization is eligible, submitting an application does not guarantee funding.

Who can apply

To be eligible for funding, your organization must be a non-profit heritage organization under the authority of a provincial or territorial government, which is, for example:

Heritage organizations may include museums, public art galleries, science centres, historic sites and botanical gardens.

To be eligible, applicants must also have reported admission revenues for their last completed fiscal year.

The following organizations are not eligible to apply:

Eligible projects

To be eligible for funding under the Canada Strong Pass Initiative, you must:

Note: Eligible participating heritage organizations may be included in the Canada Strong Pass website listing of participants.

Eligible expenses

Funding aims to support your organization’s lost revenues and increased costs associated to your participation in the Canada Strong Pass and providing free and discounted access for children and youth, for the period between June 20 and September 2, 2025.

Funding will be allocated based on the following formula: up to 15% of total admission revenues for the last completed fiscal year, up to a maximum of $1,000,000.

Only project-related cash expenses are eligible; these may include, but are not limited to, costs associated with ongoing operations such as salaries and wages, utilities, insurance, security and maintenance of facilities, communications and marketing.

If funding is approved, we may fund expenses incurred between June 20 and September 2, 2025. However, if you incur expenses for your project before receiving written confirmation of your funding approval, you will be doing so at your own risk.

Limits of government assistance

The total financial assistance received from the Canada Strong Pass Initiative of the Museums Assistance Program and other levels of government (federal, provincial/territorial and municipal) cannot exceed 100% of your total project-related costs.

Funding amount:

Funding will be allocated based on the following formula: up to 15% of total admission revenues for the last completed fiscal year, up to a maximum of $1,000,000.

Applying for more than 12 months

The duration of your project cannot exceed September 2, 2025.

How to apply

Eligible applicants identified by their province or territory will be contacted by the Program to be invited to apply for funding.

Read these Application Guidelines in their entirety before completing your application.

You must meet all eligibility requirements and submit a complete application to be considered for funding.

A complete application form must be submitted through the online portal, including the following documents (unless an account is already set-up with the Department of Canadian Heritage for which no changes are required):

Alternate formats of the application form are available upon request. For more information, contact the the Museums Assistance Program: map-pam@pch.gc.ca

Application process

Your application can be submitted electronically through the Canadian Heritage Funding Portal.

Your online application must be submitted by 6:30 p.m. (Eastern Time) on the date of the application deadline to be considered.

Should you be unable to access the online system or apply online for any reason, please contact our support team:

Email
info@pch.gc.ca
Telephone

1-866-811-0055

Call toll-free from all regions, Monday to Friday, 7:30 a.m. to 6:30 p.m. (Eastern time)

TTY
1-888-997-3123 (for people who are deaf, hard of hearing or speech impaired)

How applications are evaluated

We fund projects that have clear objectives and measurable results. Your application will be reviewed for eligibility before being evaluated using the standard criteria described below.

Failure to comply with any conditions of a previously funded project will be considered in the evaluation of your new application and could result in a rejection of your new application.

Evaluation criteria

For the purposes of the Canada Strong Pass Initiative, funding applications will be assessed using the following criteria:

Funding will be allocated based on the following formula: up to 15% of reported admission revenues for the last completed fiscal year, up to a maximum of $1,000,000.

Application processing time

Please refer to the Service standards for Canadian Heritage funding programs or contact the Program.

Exceptionally for this initiative, applicants should expect a funding decision within eight weeks of the application deadline.

We will acknowledge receipt of your application within two weeks of receiving your application.

Funding decisions

Please note that decisions regarding eligibility and funding amounts are final.

How funding is provided

All funding will be disbursed as grants.

A grant is a payment issued to a recipient for a project. The conditions you agreed to at the time of application will apply. At the end of your project, you may be required to submit a report and/or participate in the evaluation of results.

Funding conditions

At the end of your project, you must submit a final report on the number of visits for the duration of the Canada Strong Pass, including a breakdown of the number of visits by children under 18 and youth aged 18 to 24.

If you receive funding, you must publicly acknowledge – in English and in French – the financial support received from the Government of Canada in all communications materials and promotional activities. Recipients must also acknowledge participation in and provide information to the public about the Canada Strong Pass in both official languages.

Additional requirements may be included in your funding agreement.

Anti-racism and anti-hate

Canadian Heritage is committed to address systemic racism, promote diversity, and create environments where every individual is valued, respected, and empowered. We strive to challenge discriminatory beliefs and practices, cultivate understanding and empathy, and champion policies and programs that advance equality for all.

Organizations receiving funding, including any representatives whether employees, consultants, or other persons directly affiliated with the organization, must take steps to ensure they respect the values underlying the Canadian Charter of Rights and Freedoms, the Canadian Human Rights Act, and Canada’s Anti-Racism Strategy.

Workplace well-being

The Government of Canada is strongly committed to promoting healthy workplaces where harassment, abuse and discrimination are not tolerated. Organizations that receive funding from Canadian Heritage must take measures to create a workplace free from harassment, abuse and discrimination.

Official languages requirements

We are committed to taking positive measures to enhance the vitality of official-language minority communities and to promote the use of English and French in Canadian society. If you receive funding, you agree to comply with the official languages requirements set out in your application and in your funding agreement.

Acknowledgement of financial assistance

If you receive funding, you must publicly acknowledge – in English and in French – the financial support received from the Government of Canada in all communications materials and promotional activities. Additional requirements may be included in your funding agreement.

For additional information, please refer to our Guide on the public acknowledgement of financial support.

Access to information requests

We are subject to the Access to Information Act and the Privacy Act. The information you submit in your application may be disclosed in accordance with these acts.

Disclosure of information

By submitting your funding application, you authorize us to disclose any information submitted with this application within the Government of Canada or to outside entities for the following purposes:

Audits of recipients and evaluation of the Program

We reserve the right to audit your accounts and records to ensure compliance with the terms and conditions of your funding agreement. We also conduct periodic Program evaluations, during which you may be required to present documentation.

You must keep any records, documents, or other information that may be required to perform the audit or the evaluation for five years. Demonstrated failure to maintain such records may result in the repayment of amounts previously received.

Contact us

For further information, please contact the Program:

Department of Canadian Heritage
Museums Assistance Program
15 Eddy Street
Gatineau, Quebec
J8X 4B5

Email
map-pam@pch.gc.ca
Telephone

1-866-811-0055

Call toll-free from all regions, Monday to Friday, 7:30 a.m. to 6:30 p.m. (Eastern time)

TTY
1-888-997-3123 (for people who are deaf, hard of hearing or speech impaired)

Glossary

2SLGBTQI+ communities
Two-Spirit, Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, Plus. This is the acronym used by the Government of Canada to refer to the Canadian community.
Audit
Review of something (e.g., a process, an organization) in terms of compliance, accuracy and effectiveness, to determine whether it is working well and achieving its intended purpose.
Audited financial report
An audited financial report includes a statement of operations for the given period regarding the project and is prepared by a certified accountant who is not part of your organization.
Audited financial statements
A complete set of financial statements, including a statement of financial position; a statement of operations; and a statement of changes in financial position. Audited financial statements are completed by a certified accountant who is not part of your organization. The certified accountant performs auditing activities in accordance with generally accepted auditing standards.
Borrowing of artefact(s)
Loan of one or more artefacts from any National museums of Canada collections.
Built heritage
Built heritage includes the sites, structures and monuments that are recognized for their historic significance. Federal built heritage consists mainly of heritage buildings and national historic sites. These include buildings, battlegrounds, forts, archaeological sites, canals and historic districts.
Business plan
A written document that describes your organization's status and plans for two to five years. It identifies future opportunities and includes the financial, operational and marketing strategies to achieve your goals.
Canadian participant
Paid professional employee from applicant organization or from Canadian organizations that are officially involved in the project (applies under Canada-France Agreement only).
Cash flow
A presentation of all expected revenues and planned expenses that will occur over the length of your project. At the beginning of your project, your cash flow will have only forecasted revenues and expenses. Over time, your cash flow will be updated to reflect the actual revenues and expenses.
Collections management system
Collection management systems (CMS) are software programs designed to aid in the documentation and management of objects in a museum collection.
Conceptual stage
First phase of exhibition development where ideas are collected and compared with audience needs and organization's mission; the scope of the exhibition is determined (subject matter, primary thesis and main communication objectives); the projected audience is determined; the schedule is set; and potential or available resources are identified.
Contemporary visual art exhibition
Exhibition for which the principal focus is the contemporary art production of living artists and primarily presents current works.
Consultants
Individuals or groups of individuals with specialized knowledge and/or skills. They are not part of an organization's staff, management or board, but rather are contracted for a fee to provide specific services to an organization.
Digital Content Development
A process that creates, organizes, and edits digitized assets and other information together to produce and distribute digital content that will entertain, inspire, educate, and persuade audiences and that will help an institution meet its specific goals. Digital content is often delivered online and can be published using a variety digital programs, platforms, and channels, either as a single occurrence or simultaneously. Digital content opportunities are limited only by available technology and can include social media posts, virtual exhibitions, interactive media, collection portals, apps, games, immersive environments, and other digitally enabled experiences.
Digitization
The act of making a copy of or converting analogue information into a digital format. For example, digitization can occur by scanning 2D images or documents, or converting audio tape oral history recordings into digital formats. It can also refer to digitally photographing or 3D scanning objects, buildings, and natural features, or capturing a performance on video. Digitized outputs are often referred to as “digital assets”.
Digitization Strategy
A considered plan to guide the digitization of an institution’s analogue collections and assets, as well as the potential use and preservation of the digital assets once created. Its scope can be broad, encompassing an institution’s entire asset base, or it can be concentrated, focusing on a department, collection or aspect of a collection. The strategy outlines the goals for digitization and provides direction on what collections and assets should be prioritized for conversion, as well as what digital format(s) they should take. Digitization priorities are typically influenced by public interest, uniqueness/opportunity, object condition, and institutional need (e.g. for exhibitions, programs, online content, etc.), as well as other considerations for rights and permissions, and financial and technical feasibility. Some strategies may also include a detailed action plan for how the organization will execute this work, including any resources (i.e. people, equipment, budget, timelines, policies, etc.), operational changes or investments necessary.
Documentation
Documents related to the exhibition and made available to the public, such as exhibition catalogues, synopsis, brochures and pamphlets.
Emergency assistance
Financial assistance provided to help an institution undertake urgent remedial action to maintain the integrity of its collection and mitigate damage sustained following a natural disaster (e.g. forest fire, flood, earthquake).
Ethnocultural communities

A group of people whose members identify with each other through a common heritage. An ethnocultural community or group is defined by the shared characteristics unique to, and recognized by, that group. This includes characteristics such as cultural traditions, ancestry, language, national identity, and/or country of origin.

To the extent that religion is inextricably linked to the group's racial or cultural identity, it can also be recognized as a defining characteristic. In some cases, a group may view its common origin as pan-national, or it may be based on geographic region of origin.

Ethnocultural communities may or may not overlap with racialized communities (See definition of racialized communities).

Evaluation strategy
Selection, development, and ongoing use of performance measures to make judgments about relevance, progress, cost-effectiveness and success of a project in meeting its defined objectives. A strategy should include outputs, outcomes, definitions of what will be measured, data sources, methodologies for gathering data and other relevant information. Please refer to Reporting requirements and Evaluation criteria section.
Final report
A final report is submitted at the end of your project based on the requirements in the funding agreement. Your final report needs to provide the results of the activities you have undertaken for the duration of your project.
Final financial report
A final financial report includes, as separate items, the budget as well as all the revenues realized, and expenditures incurred for the given period with regard to the Project being funded.
Financial statements
A complete set of financial statements, including a statement of financial position; a statement of operations; and a statement of changes in financial position. Financial statements may be audited or unaudited.
In-kind contribution

A real contribution to the cost of the proposed project but is not reimbursable as no monies change hands. Donated goods and services may be considered in-kind contribution if:

  • They are essential to project’s success;
  • They would otherwise have to be purchased or paid for by the funding recipient;
  • They can be measured at fair market value (i.e., in relation to similar goods and services); and
  • They are balanced by an equal expense in the project budget (i.e. total in-kind expenses equal total in-kind revenues)
Incremental administration costs
Costs which organizations would not incur other than to comply with project administrative requirements. These costs may include expenses for material or other items associated with the provision of goods or services. Maximum 15% of eligible project expenses (e.g. book keeping, project accounting, long distance calls, ink cartridges, temporary subscriptions to publications or specialized services).
Indigenous communities
Indigenous communities include First Nations, Métis and Inuit communities.
Indigenous governing bodies
First Nation governments, Band Councils or Tribal Councils, Inuit and Métis equivalent governing organizations.
Indigenous heritage organizations
Non-profit organizations owned and controlled by members of the Indigenous peoples of Canada, which includes First Nations, Métis, and Inuit peoples, with a mandate to support and preserve Indigenous heritage.
Interim reports
Interim reports are submitted during your project based on the requirements in the funding agreement. Your interim report will provide the results of the activities you have undertaken for a specific period, a report on the status of work to be accomplished and include updated revenue and expense reports.
Key museum functions
Standard established practices in main areas of collections-related activities within a museum or heritage organization, such as acquisition, conservation, research, collections information management, exhibitions and education.
Letter of intent
Written statement presented from a venue to the applicant institution acknowledging serious intent, willingness and ability to enter into a formal agreement. The letter should include a brief description of the project and the nature of the collaboration between the two institutions, including financial considerations and the timeline for implementing the project. The document does not constitute a definitive contract; it is subject to due diligence and fulfillment of certain conditions.
Minor capital assets
Material goods with a depreciable value amortized over a period of time but not built into the fabric or shell of a building. Minor capital assets must relate directly to the proposed project (including specialized equipment, such as cameras, scanners, livestreaming equipment).
Museum
A museum is a not-for-profit, permanent institution in the service of society that researches, collects, conserves, interprets and exhibits tangible and intangible heritage. Open to the public, accessible and inclusive, museums foster diversity and sustainability. They operate and communicate ethically, professionally and with the participation of communities, offering varied experiences for education, enjoyment, reflection and knowledge sharing. Please refer to International Council of Museums – Definition of a Museum.
National museums of Canada
The National museums of Canada are Crown corporations established by the Museums Act.
Official language minority communities
The official language minority communities are the Anglophone communities residing in Quebec and the Francophone communities residing outside of Quebec.
Operational expenses
Cash expenses paid by an organization, in return for goods or services that are not incremental to the project. These expenses are ineligible for funding.
Outcomes
Result of an effort to attain a goal. They are the external effects or consequences of the project that are considered significant in relation to its initial commitments. Outcomes must be measurable and may occur within organizations, communities and individuals. They may relate to skills, knowledge, attitudes, values, conditions or other attributes. While there is less degree of control over outcomes, there should be a direct relationship between outputs and outcomes.
Outputs
Most immediate results of a project. Outputs are the direct products or services produced and delivered to a target group or population, such as an exhibition, a collections or exhibitions policy, a workshop or seminar.
Partner
An organization that agrees to pool efforts and resources in order to achieve a common objective, while keeping its independence. Partner organizations contribute directly to the accomplishment of the project and benefit from its results.
Performance indicator

Data that can be used to determine whether a project has achieved its intended qualitative and quantitative results and, if so, to what degree.

Performance indicators should capture the most significant information. They must be reliable and cost-effective. To select the appropriate performance indicators, these questions should be asked:

  • Is it accurate? Will it measure the expected result?
  • Is it a cost-effective means of collecting data?
  • Can the information be obtained without infringing on privacy issues?
  • Does the information assist the project manager in understanding what will be the impact of the project on targeted heritage organizations?
  • Does it capture useful information that will assist the organization in making management decisions?
  • Will the information be communicated easily to interested parties, including funding organizations?
  • Will the information allow for a meaningful comparison between data prior to and after project completion?

  1. Quantitative performance indicators

    Data that can be used for evaluating progress made during a project. Quantitative performance indicators are expressed as statistical measurements such as numbers, percentages or ratios. For example:

    • the number of visitors at an exhibition or visitors accessing digital content;
    • the number of venues where a travelling exhibition was presented;
    • the number of collections and objects preserved and/or digitized and made available online; and
    • the number of participants at an activity, or users of tools.

    If the project targets a specific audience, such as Indigenous, youth, rural/remote, official language minority or culturally diverse communities, identify the number of participants from the targeted community and/or the percentage of participants from the targeted community compared to the total number of participants. For example:

    • the number and type of professional development activities (workshops, seminars, courses, etc.)
    • the number of downloads;
    • the number of online training activities developed (webinars, kits, etc.);
    • the number of best practices tools or documents about key museum functions implemented; and
    • the number of organizations benefiting from a sharing of best practices project.

  2. Qualitative performance indicators

    Information that can be used to evaluate progress made during a project. Qualitative indicators are expressed as opinions, behaviours or attitudes. Whenever possible, these performance indicators are generalized using a rating scale; for example, research quality is rated as excellent, average or below average. Other qualitative performance indicators include:

    • the level of satisfaction;
    • opinions of participants indicating that they have learned a great deal on a given subject;
    • comments by participants indicating that tools or documents developed could or will be implemented in their workplace;
    • observations from the participants on how the activity has led to positive change in their workplace or professional development; and
    • opinions of participants regarding the usefulness and/or relevance of the activity/tool.
Performance measures
Performance indicators that provide qualitative and/or quantitative information needed to measure the extent to which a project is achieving its intended outcomes. Qualitative data can be expressed in terms of change or comparison between two states, while quantitative indicators can be in the form of a ratio, percentage, comparison or figure.
Project
Set of activities or functions that a recipient proposes to undertake with the financial assistance provided by a department. A project has a clear start and end date, occurs within a reasonable period of time and demonstrates measurable outputs and outcomes.
Racialized communities
Communities of shared heritage who have been historically disadvantaged as a group and may experience discrimination based on colour, culture and/or race.
Remote communities
A community with a population less than 50,000, which is located more than 200 km from either an urban centre with a population over 100,000, or provincial/territorial capital.
Retrospective exhibition
A generally comprehensive body of work by an artist (or a group of artists) that spans a period of time and is presented and interpreted in the context of a historical perspective of the development and/or influences of that body of work.
Rural communities
A community with a population of less than 50,000, which is located between 50km to 200km from an urban centre with a population over 100,000.
Services to the public year-round
Facilities and services are available to the public 12 months a year or upon request. Schedules and contact number for reservation are all up front and clearly displayed (website, building, brochure and advertising).
Strategic plan
Clearly written document that describes an organization's mandate, its short, mid and long-term goals or objectives, and priority actions to take. A strategic plan includes a timeframe for its execution, and identifies who, within the organization, or what outside agent will take responsibility for the completeness of the actions necessary to realize goals and objectives.
Travelling exhibition
Type of exhibition that is available for circulation to one or more venues in addition to the premises of the organizing museum.
Youth
For the Museums Assistance Program, youth are individuals generally between 7 and 30 years of age.
Volunteer
An individual working on behalf of others without receiving financial or material gain.

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2025-07-30