Museum education finds itself in the midst of significant changes as both the museum and education fields respond to internal and external challenges that require new approaches. Today, museums recognize that the choice is no longer theirs and that they "must" change to adapt to new economic realities. As museums adapt to new economic realities and the demands of educating twenty-first-century learners, the need to develop advocacy skills for education in museum settings has never been more important. This article describes the current challenges that museum educators face and suggests how advocacy can be used to address them. (Contains 5 notes.)