This article addresses the problem of conserving the personal memories that artefacts, in collections held by traditional museums, elicit in the minds of ordinary people who recog-nise them and relate to them. The focus is specifically on art museums with religious objects. Using a museum in the Netherlands as a case study, we explore how the systematic collec-tion of intangible religious heritage can be pursued. We present the results of several exper-iments conducted between 2011 to 2016 in collecting personal narratives from visitors who attended four popular exhibitions based on religious themes: pilgrimage, religious women, charity, and sainthood. The article concludes with policy-oriented advice regarding museum strategy, including the importance of recruiting volunteers, sharing narratives in a sustaina-ble way, and putting digital technology to good use.