Art Fund

Art Fund, a British charity, increased awareness and memberships over a seven-year period in the UK by launching the National Art Pass which granted free or discounted entry to museums and galleries.

Campaign details

Brand: Art FundAgency: Mullenlowe LondonCountry: United Kingdom

Objectives

In 2011 Art Fund, a British charity founded to help museums and galleries buy and display important works of art, set the ambitious business objective of growing their charitable programme by 50%.

Achieving this business target wasn't necessarily dependent on improving brand metrics or brand health. Instead, we were encouraged and given the freedom to think laterally about how we could drive long-term membership growth, as opposed to taking the conventional route of developing a new comms approach.

This paper shows how focussing on this...

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