The American Museum of Natural History has always been one of the most popular destinations in New York City. With about 5 million visitors a year, an increase from 3 million in the 1990s, it—along with the nearby Metropolitan Museum of Art—is among the top 10 most-visited museums in the world.

Even with this influx of people coming to its doorstep, however, the museum is now equally focused on drawing a crowd beyond its campus.

“In the old days, a visit to a museum like ours would be a one-off. You come, you visit you go home,” says Futter. “Now people have a relationships with us very often before they get here. They come, and [their visit] is like a giant exclamation point—and then they return home and continue to engage with us wherever they are.”

AMNH today is a sprawling outreach institution that is using apps, social media, and educational programs to slowly grow its reach. READ MORE: The Future Of Museums Is Reaching Way Beyond Their Walls | Co.Exist | ideas + impact.