2017 winner: The National Art Pass, long-term excellence - case study

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 profitable one.

In an industry increasingly seduced by tactics rather than strategy, this paper reaffirms the power of long-term brand building. Not at the expense of short-term impact, but in addition to it.

The objective set in 2010 was to grow revenue by increasing the number of paying members. From 2011 to 2016, marketing has transformed the 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.

The approach has driven an incremental profit of £16.25m and return on marketing investment of £3.84 for every £1 spent over this period, with an average annual marketing budget of under £1m.

This growth has enabled the Art Fund to help museums and galleries secure hundreds of works of art for the nation to enjoy.