What opportunities does the surrounding society offer for the museum and its services? What kind of impact does the museum seek to have on its communities? Is the museum allowing the environment to impact its own operations? How can the museum take control of its impact? For whom and with whom are the services planned and carried out in order to achieve the intended impacts? How are the museum’s resources put into active use to improve the impact of operations and services? What kind of operating culture and working practices enables the museum to have an impact? Is it possible to achieve the desired impacts through the museum’s current services? MOI! Museums of Impact aims to help museums to answer these questions by creating an evaluation framework for European museums with impact in its core.