The Art Fund: Seeing the big picture

The Art Fund, an independent membership-based British charity, reversed declining membership and attracted younger members after re-framing the organisation with the National Art Pass.

Campaign details

Brand: Art FundClient: Art FundAgency: MullenLowe London

Summary

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...

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