The Art Fund is a small British charity that funds the acquisition of art for the enjoyment of future generations. By relaunching its member benefits in the guise of the National Art Pass, communications drove a 16% surge in memberships, its fastest growth in 20 years, and recruited a new generation of members which were on average 21 years younger than its existing members. Payback has indicated that the campaign will generate £3.5m of incremental revenue for the charity against a media investment of £745,000.