The art of framing

IPA Effectiveness Awards Case Study 2016


The 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 a specific campaign to increase domestic visitors to London art galleries. At a time when the arts receive just 1% of charitable donations, the Art Fund has grown its membership and revenue significantly, delivering an incremental profit of £12.9m. This equates to a profit ROMI of £4.07 for every £1 spent.

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“This campaign profoundly changed how the Art Fund approaches fundraising income. We now think of ourselves as an e-tailer or service provider as much as a charity.”

Carolyn Young, Director of Marketing
Art Fund

Winners 2016

Gold Winner

Title

The art of framing

Brand

Art Fund

Client

Art Fund

Agency

101

Principal Authors

  • Joe Smith - 101

Contributing Authors

  • Laurence Green - 101

Credited Companies

  • 101 - Creative Agency
  • the7stars - Media Agency

Art Fund faced the horrible challenge of splintered relevance, just not quite being important enough to enough people. They overcame it with an elegant structure and beautiful execution. The paper highlighted some crystal clear thinking from an unconventional angle – which is a great combination Sarah Warby, Sainsburys

Shortlist 2018

Gold Winner

Title

The art of framing

Brand

Art Fund

Client

Art Fund

Agency

101

Principal Authors

  • Joe Smith - 101

Contributing Authors

  • Laurence Green - 101

Credited Companies

  • 101 - Creative Agency
  • the7stars - Media Agency

Art Fund faced the horrible challenge of splintered relevance, just not quite being important enough to enough people. They overcame it with an elegant structure and beautiful execution. The paper highlighted some crystal clear thinking from an unconventional angle – which is a great combination Sarah Warby, Sainsburys

The art of framing

IPA Effectiveness Awards Case Study 2016


The 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 a specific campaign to increase domestic visitors to London art galleries. At a time when the arts receive just 1% of charitable donations, the Art Fund has grown its membership and revenue significantly, delivering an incremental profit of £12.9m. This equates to a profit ROMI of £4.07 for every £1 spent.

Click to purchase this case study >