Art Fund: How A Little Charity Grew Its Revenues And Saved More Art By Thinking Big

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Challenge, context & objectives

The Art Fund was founded in 1903 by a small group of artists motivated by the UK government's inadequate museum funding. Its purpose has remained unchanged ever since: to help the UK's museums and art galleries to buy and display important works of art for the nation to enjoy. Work that would otherwise be lost overseas or to private collections and therefore never be seen by the general public.

Following a sharp decline in giving in the early 20thcentury - and coinciding with another government squeeze on museum funding as part of the UK's...

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