We have had to create a few historical game characters for games targeted at kids. Along the way we have acquired some insights that may be useful to others doing the same or similar things.
If your mission, your reason for being in the world—regardless of whether you are a museum, a nonprofit, or a for-profit—is good, then you have no excuse not to market yourself.
Marketing can be the difference between your mission being known and understood, and not. From this perspective, NOT to market is a crime.
Learn successful marketing strategies that use the optimism bias: Highlight the positive when making direct connections to consumers. Generalize negative scenarios. Learn from past examples tapping into the bias
The warning label which works contrary to our tendency toward optimism and self-indulgence misses the potential leverage point because the possible event of a future consequence can be set aside, rationalized away, and, most importantly, simply ignored because we (most of us) are biologically wired to pay little attention to such warnings.