Patrons Programme

The problem

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.

The solution

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.