Campaign details

Brand: Art Fund
Client: Art Fund
Agency: MullenLowe London


The Art Fund charity was established in 1903 and has remained dedicated to its mission of securing works of art for the nation ever since. What has been less consistent over the organisation's history is the business model and marketing strategy that could turn this worthy purpose into a sustainably profitable one.

This is a story about a creative re-imagining of a charity. It's a return to the origins of account planning where a collaboration with an advertising agency could result in a profound impact on an organisation's business-model, as opposed to some ads simply being 'tweaked'. It's a reminder of the true value agencies can bring to the boardroom table.

The objective set in 2010 was to grow revenue by increasing the number of paying members. From 2011 to 2018, marketing has transformed Art Fund from being a charity with a worthy purpose to a business with a compelling product: The National Art Pass. A new creative and media approach has attracted a new type of fundraiser - people who don't see themselves as charity fundraisers at all, but members of a cultural membership scheme.