The art of effectiveness

In early 2016, Art Fund was in a healthy position. Revenue had almost doubled in five years and the charity's membership had never been higher. This success changed expectations and a target of a 30% increase in new members was set. Underlying trends made this daunting. A new strategy was developed to highlight the emotions art can inspire. By adding films and podcasts to its media mix, the brand was able to tell richer stories. Following the change in approach, there was a record 44% increase in members, £12.5m of new revenue from members, and a profit return of approximately £2 for every £1 invested.