The Ark, a cultural center in Dublin, identified the need to build its “family” of donors, partners, and supporters. As with many cultural organizations, it found itself overly reliant on too few, major sources of revenue; the loss of one major source would have a deleterious impact. The Ark developed a strategy to actively leverage highlights in its annual programming to promote its membership program. The organization quickly identified Teddy Bear Story, a 2014 blockbuster exhibition in partnership with the V&A Museum of Childhood, as a key opportunity. The strategy—to solicit at the height of the “enthusiasm cycle” created by great art and aggressive marketing—proved successful, and the campaign enrolled 52 new Family Members (a program launched in 2012) and encouraged four renewals.
Training Program Participant