Museum leaders around the country are in the midst of examining and changing their business models in response to new economic realities. Museum educators have an opportunity to play a leading role in this endeavor. To do so educators must understand the relationship between money and mission. For too long there has been a belief that the educators' role was to carry out the mission of serving the public, and that others--the board, the executive director, or the development director--would raise the funds. However, it is a mistake to consider mission work and money work as separate. They should be viewed as intimately related, each depending on the other, existing together within a system of value exchange. This article presents a strategic thinking process that museum educators can use to help their organizations become more financially viable and sustainable.