Art Fund: The art of framing - How marketing transformed a charity into a business

This case study shows how Art Fund, a UK based charity for the preservation of works of art, increased its revenue and brand awareness by using a product led campaign.

Artfund: The art of framing

Principal author: Joe Smith, 101Contributing author: Laurence Green, 101

Summary

Art Fund is a UK charity that exists to save works of art for the nation. This paper shows how, over a five-year period, marketing has transformed the entire organisation through the art of framing; changing its category from a charity with a worthy purpose to a membership business with a compelling product. This case includes how the transformation was achieved by the creation and marketing of the Art Pass product, which provided members with discounted entry into museum and galleries, and...

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