Arnolfini is Bristol's centre for contemporary arts, presenting experimental work across all art forms, with lively education and community programmes.
Founded in 1961 by Jeremy and Annabel Rees with the generous patronage of the Barker-Mill family, Arnolfini has enjoyed forty years of support from the people of Bristol, and beyond.
A Friends of Arnolfini scheme was established in 1986. Originally run by the members, it later returned to staff control and when I joined the organisation, there were 40 Friends on the records, 20 with current membership. Active recruitment had ceased, renewal letters had not been issued, and some benefits were no longer available. The only way to be more involved with Arnolfini was to join the free mailing list.
There was demand for a membership scheme but the objectives of a scheme vastly alter the type of benefits that are offered. Membership schemes can be used to encourage brand loyalty, but we chose to develop a fundraising scheme due to our imminent closure and refurbishment. We wanted a scheme that would support the organisation, and due to the benefits this type of scheme offers, we knew we could continue to provide these rewards throughout our refurbishment period, and this would keep people involved through closure.
It will still be possible to launch a loyalty scheme later on, which can be slotted into our loyalty ladder between the mailing list, and first level of Supporter. This will enable us to build on audience development initiatives and encourage an even broader base of support at another level.
Crispin Raymond’s publication, Members Matter, and the findings of the Burns Sadek and Boyden Southwood reports, provided crucial background reading. A number of arts marketing magazines also gave up to date information about other schemes, I contacted the writers of articles in these publications. It was helpful to talk to the British Association of Friends Museums, who also spoke at the Museums & Heritage Show 2002 and the SWAM conference in 2002 provided some helpful workshop speakers.
I conducted extensive research about ‘friends’ schemes in other galleries and museums, looking at their structures, benefits, prices and print. I spoke to the member/staff personnel who managed it and tried to get an idea of how successful they were and why, or why not.
I made some analysis of our old friends scheme and looked at the problems and successes. Much of these findings were in keeping with what we learnt from the Friends focus groups we held and which SWAM facilitated. Current and lapsed friends attended and we held further groups with regular and irregular attenders.
We developed aims, objectives and potential targets for the first 2-3 years and considered the impact on the organisation. Discussion with each department was crucial so that everyone knew what was offered and how it might impact on them.
We tried to keep our current friends up to date with developments and devised a way of transferring them onto the new scheme. As the new scheme was so different, we had to manage this changeover carefully.
Extensive research was made into Direct Debit and Standing Orders. Gift Aid is part of the scheme too. I researched software to manage the scheme and we decided to continue using Databox. This involved re-training for two members of staff who in turn, have trained Box Office staff to use the membership function. Further training was provided in promoting the scheme. The scheme has been communicated to all staff at all levels including our team of volunteer ushers and Gallery Information Assistants and is now a standard part of all induction training.
We chose to call the scheme, Arnolfini Supporters, with the first level being a Supporter and the subsequent levels being Associates, Affiliates and Ambassadors as a means of identifying and acknowledging different levels of support. Pricing was a delicate decision and had to reflect the quality of the scheme and achieve its aim of raising money. The role of the designers was key in getting our message across.
The scheme was launched at an exhibition preview and mailed out with targeted letters to the mailing list. As an added incentive, we ran a prize draw to win a limited edition artwork. A special event took place two months later as a further recruitment drive and opportunity to meet each other.
Evaluation has been tied in from the beginning to take place on a regular basis by comparing targets and achievements. We will be conducting research throughout their year of membership to monitor and evaluate our Supporters satisfaction with the scheme.
For further information contact Donna Baber, Development Co-ordinator, Arnolfini. 0117 929 9191 X 224
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