We know the main reason most people join The Art Fund is for the benefits of membership, for example 'free gallery entry'. We also know that after a year or two some of these people realise they haven't used their benefits and decide membership isn't worth it.
We encouraged members to redefine their relationship with the organisation - from membership fee to charitable gift. We gave them a reason to stay and increase the amount of money they give. We called them up and invited them to become a Patron, with a committed gift level of their choosing. We beat all targets and now have a loyal group of core mid-value supporters.