SVRINCREASING DONATIONS AT TATE

ISABELLA FERNANDES

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A C O L L A B O R A T I O N

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DISCOVER

Defining the BriefSix Thinking MenInside the TateTate ObservationsSagmeister’s W MOnline ResearchFinal Thoughts

DELVE

Other GalleriesVisitors DonationsThe Science MuseumDonation BoxesPsychology Behind DonatingInteriewsCuts to the ArtsInterview with KatherinFinal Thoughts

DEFINE

Investigating BehaviourInvestigating ValueInside our WalletsMethods of TransactionMen vs. WomenBehavioural ChangeWhere is the Thank You?Effective LanguageFinal Thoughts

DEVELOP

Ideas GenerationScampsDeveloping IdeasGrading IdeasEvolving IdeasInteractive BoxesTesting ParticipationFinal Thoughts

DELIVER

Our Next IdeasPitching to KatherinKatherin’s PointersCreating the Camera BoxFinal InstallationFinal Thoughts

CONTENTS

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DISCOVER

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RSA BRIEFDEFINING THE

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We had to chose an existing charity and design means by which it can increase its fundraising and other resources

We need to make it easier for people to give, easier for charities to ask, or both

We decided to chose the Tate Fund because

There was general lack of awareness about the charity on the Tate websites.

We knew about the proposed cuts to the arts which would eventually cause the gallery to suffer.

We began by finding out as much as we could about the Tate Fund

SIXTHINKING

MENThis helped us to identify all the information we needed to know about the Tate, donating and its audience in order to understand how it all works. We needed to

• Find out what the Tate already has to offer inside the gallery (we will focus on the Tate Modern)

• Try and contact the Tate to get first hand in-formation about their Fund - what they need help with, do they have any guidelines?

• Try and put ourselves in the shoes of the donator

• Find out about any successful examples of charities asking for money

INSIDEWe spent a day at the Tate Modern

• They had colourful, eye-catching donation boxes that were very popular with kids

• There were small purple signs that explained what the Tate Fund does.

They were awkwardly placed around the gallery making them difficult to see

They were not engaging enough for passers by to spend time reading them

• Each level had different themes such as the interactive and education zones

The Tate does more than provide art, but helps the co- mmunity and hold talks and events.

WHAT THE TATE FUND DOES

• Provide more art for all by build-ing the collection

• Protect the art for the future by conserving the collection

• Bring art to new audiences through ‘Learning for All’

THE TATE

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TATEOBSERVATIONS

60%did donate

40%stood andwatched

8%boys

8%girls

27%women27%

men

12%elderlywoman

18%elderly

man

Those that donated at the Tatevs. those that did not

Demographics that did donate

*observed within a 20 minute time period

60%did donate

40%stood andwatched

8%boys

8%girls

27%women27%

men

12%elderlywoman

18%elderly

man

Those that donated at the Tatevs. those that did not

Demographics that did donate

*observed within a 20 minute time period

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bar

shop

shop

tickets

Main

Entrance

Exhibition DisplaysExhibition DisplaysExhibition Displays

7

6

5

4

3

2

ToiletsLift EntranceTate Donation Boxes

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Would it be beneficial to have donation boxes throughout the gallery,

and not just by the exits?

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SAGMEISTER’SWORKINGMETHODThis helped us think about donating on behalf of those from different demographics.

Obvious excuses were:

They already supported another charity

They did not want to waste their money on the arts

• However this method of working is very speculative. We would be better off asking these people their thoughts instead

ONLINEA film by David Shrigley for Save the Arts that explains the pos-sible end of the arts culture because of the propsed cuts.

With the Tate being a representative, where is the aware ness in the galleries?

A campaign by Greenville Literacy Centre explains how they told people all about their charity in a fun and engaging way.

Would it benefit the Tate Fund if they employed a similar technique?

RESEARCH

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KEY FINDINGS• There are a large amount of people that ignore the donation boxes around the gallery

• There is not enough eye catching information and awareness about the Tate Fund and their need for individual donations

• Children were really impressed with the donation boxes and were the biggest reason why many parents ended up giving away their money

• The Tate is invloved with the community and are very engaged with children and education-the Tate is not just a gallery

• Research Methods used Six Thinking Men, Observation, Analysing data, Sagmeister’s Working Method, Online Research, Literature Review, Documenting

DELVE

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OTHER GALLERIESWe looked around other galleries and their meth-ods of fundraising from around London

We went to The Science Museum, V&A, Tate Brit-ain, Barbican and The Natural History Museum

We also carried out observations. This time look-ing at the amount of donators against the amount of people that walked past.

OTHER GALLERIES

Tate Modern

5.6%V&A

1%Science Museum

Tate Britain Imperial WarMuseum

Natural HistoryMuseum

36%

2.3% 1.2% 0%

The percentage of people who donated to the gallery

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*observed within a 30 minute time period

A very small amount of people donate towards London galleries, but a

high percentage was found at The Science Museum

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The percentage at The Science Museum was unexpectedly high. This is because of the group of ladies that gave out stickers and asked visitors to donate as soon as they entered the gallery. This technique was proven to be successful on the day, but does it have long term effects?

• It was to intrusive

• Asking people directly to give may provide increased dona-tions, but can make the donator feel uncomfortable and pres-sured into giving

• It can leave the donator with an unpleasant feeling and are unlikely to donate again

• The same technique is employed by ‘street muggers’ which are met with dislike

THE SCIENCEMUSEUM

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DONATION

These are the selection of donation boxes from all the galler-ies we visited

• All are similar in shape and size

• They were all placed either at the exit or entrance of the gallery

Similarly to the Tate, would it be beneficial to have them throughout the gallery also?

• Nearly every box has a suggested donation of £3

Does this put people off?

BOXES

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BOXES

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PSYCHOLOGY

DONATING

This book by George Smith was helpful in explaining the behav-iour behind donating

• He mentions ‘bad news is good news’ for charities

Our bad news is the cuts to the arts

People are more likely to give in a crisis

Could we play on peoples emotions? Eg. Starving artists, cultureless children…

• The five reasons why people donate are selfish and fill the ego.

• People dislike useless incentives such as branded pens (or stickers in The Science Museum’s case) as many dislike the idea of the charity wasting their money on these ‘gifts’

WHY PEOPLE DONATE:• Assuage my guilt!• I want to achieve something!• I want to belong!• I want to stop something, start

something, eradicate something!• I want to be seen to be good!

BEHIND

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This is what the book tells us, but what about asking

real people?

28%One o�

donation

21%Sponsoured

activities

17%Buying

something

10%Monthlydonation

10%Charity

shop

6%Donating

objects2%

DirectMail

6%Donating

time

29%Street

muggers12%

Trying toguilt me

12%Not knowingwhere money

goes

9%Junk mail

9%No money

9%Not supporting

the cause

6%Repetitive

asking

6%Useless

incentives

3%Telephone

calls

3%Door to

door

3%Homeless

person

What ways would you happily donate?

What puts you o� donating?

*24 people were asked

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28%One o�

donation

21%Sponsoured

activities

17%Buying

something

10%Monthlydonation

10%Charity

shop

6%Donating

objects2%

DirectMail

6%Donating

time

29%Street

muggers12%

Trying toguilt me

12%Not knowingwhere money

goes

9%Junk mail

9%No money

9%Not supporting

the cause

6%Repetitive

asking

6%Useless

incentives

3%Telephone

calls

3%Door to

door

3%Homeless

person

What ways would you happily donate?

What puts you o� donating?

*24 people were asked

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“The cuts aren’t about giving money to artists. The cuts are about restricting access to the

arts and culture.” SAVE THE ARTS

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CUTS TO THE The cuts to the arts happened on the 20th October

There was a 30% cut on funding to the galleries but free entry was still funded

The media spoke dramatically about how this could influence a cultureless Britain

Could we encourage people to donate to ‘save their country’?

ARTS

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INTERVIEWWITH KATHERIN We interviewed Katherin - Head of Donating at the Tate, and asked her for some pointers. She said

• The Tate does not have a single target audi-ence. They do not want to alienate anyone, so our concept must cater to all audiences

• The Tate spends more time focusing on Pa-trons and Friends of the gallery and not the individal donator

• Last year there were 4 million visitors and £300,000 was raised

• An average of 3p a visitor was donated last year

If this figure was highlighted instead of £3, would people be inclined to leave a small donation that does make a dif- ference?

INTERVIEWWITH KATHERIN

If more visitors gave 3p, the annual donation amount would skyrocket

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KEY FINDINGS• Apart from The Science Museum, all the galleries had the same method of fundraising using the

static donation boxes

• A very small amount of people actually gave away their money on the day of their visit

• People who do donate are usually driven by selfish incentives such as wanting to feel invloved and like they have made a difference. How can we play up to that?

• By interviewing people we learnt people prefer to give a one off donation. This is because they like to complete the action and not be bothered again by phone calls and direct debits

• We also found people dislike street muggers the least because they are interrupted during their day and are made to feel guilty about not giving. As with the methods used at The Science Museum this will leave the donator with an unpleasant experience and will not want to donate again.

• Last year the average visitor donation was 3p

• Could the cuts to the arts be used as a way of showing Tate’s vulnerability?

• Research Methods used Observation, Analysing data, Interviews, Literature Review, Questionnaires, Speculation, Online Research, Visual Audits

DEFINE

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INVESTIGATINGBEHAVIOUR

DRIVERS &We spent a day at the Tate with a mock donation box. In order to find out the reasons behind why people do and do not donate, we asked people walking out of the Tate Modern if they have donated today. Whether it was a yes or a no they were presented with a list of reasons why this was the case.

• The green cards are the barriers - reasons why people did not donate.

Several people would not donate because they are a member and they already pay a lot of money annually toward the gallery.

Number 1 - people did not have any spare change in their wallet

Number 3 - they didn’t even think about it.

• The yellow cards are the drivers - reasons why people do donate.

Number 7 - they wanted to support the gallery.

Number 1 - they wanted to get rid of some spare change

• This exercise gave us an insight into the motivations behind why people do and do not donate.

BARRIERS

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INVESTIGATING

VALUEWe conducted a survey to find out how much visitors valued their trip to the Tate. We asked them

• How much they would pay for entry to the Tate if it wasn’t free?

• How much they would be happy with donat-ing to the Tate?

We found

• £6 = average entry fee

• £3 = average donation amount

• Many claimed that they would not have thought about donating but now we had brought it up, they were planning on putting a bit of spare change in the donation box. This showed us that awareness really is key

When people visit gal-leries the last thing they think about is donating

INSIDEWe took a look inside wallets in order to see what people do carry with them on a day to day basis. We found

• Women are most likely to carry spare change

• Loyalty cards are very common with the younger generation and students

• Everyone had a debit card

OUR WALLETS

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METHODS OFTRANSACTIONBy giving people little cards that allowed them to note down all the methods of transactions they used in a day, we found

• Oyster Cards and Debit Cards are most com-monly used

• It is therefore important to consider if it is possible to allow people to give money via other channels rather than coins

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56%donated 44%

did not

55%donated 45%

did not

Do you donate to charities?

*112 people were asked

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52%donated 48%

did not

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The differences are mar-ginal, but the percentage of people that don’t donate is

substantial

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BEHAVIOURAL These are videos from the VW Fun Theory. They create interactive experiences that are unexpected and ultimately change a persons behaviour

These inspired us to try and do something similar, to allow some-thing to be triggered when the money is given

However, transparency is key. People must still be aware that they are giving to charity to avoid the impression that the Tate may be ‘cheating’ its visitors to give away money

CHANGE

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“Something as simple as fun is the easiest way to change

people’s behaviour for the better.” VW FUN THEORY

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WHERE IS THE • Not a ‘thank you’ in sight on any purple signs in the gallery or even on the donation boxes

• The percentage of donations from the daily donator is the largest amount that the Tate Fund recieves

• If people were more aware, appreciated and involved, would more people feel happy to donate?

• There is a large patrons and friends wall in the gallery, but no achnowledgment of the daily donator…

THANK YOU?

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EFFECTIVE Using the words found inside galleries about donating, we asked people what language they prefer to see. We found

• People prefer words that make them feel involved and that they are doing something that can benefit the future

• People did not like the obvious words you would associate when being asked for money - such as need and give.

When thinking about language we must consider new and exciting vocabulary that could bring a different ‘spin’ to donating

LANGUAGE

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KEY FINDINGS• It is not effective to ask. People do not like to be put under pressure or guilted into giving. It

leaves them with a bad experience and they will not want to donate again

• Awareness of the Tate Fund is needed.

• We need to encourage people of all demographics to donate as we find marginal differences between sexes donating and the Tate do not want to alienate anyone.

• To make the everyday donator feel more involved in the Tate

• Think of fun and unexpected ways in which to get the visitor interested in giving money

• To include language that is unique and exciting

• Research Methods used Surveys, Questionnaires, Observations, Analysing data, Online Research, Visual Audit, Textual anaylsis

OURDEFINEDBRIEF

THE CLIENT

The Tate Modern

THE MESSAGE

To increase donations on the day of the visit. Make it easier for people to give, make it easier for people to ask, or bothTHE AUDIENCE

People who do not donate

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DEVELOP

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IDEASGENERATIONWe began producing ideas with the help of:

• The Design with Intent Cards

• Concept Challenge

• The Fishbone Technique

• PMI

LISTS

IDEASGENERATION

SCAMPSFor our tutorial with Joanna we mocked up some quick scamps of our ideas...

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DEVELOPING

IDEAS

DEVELOPING

IDEAS CHOICE MAPThe Choice Map attempts to persuade visitors to make a donation of 3p. If you donate you will given access to the official Tate App which will be communicated through a ticket system.

FEEDBACK

• The copy needs to be improved - maybe make it more witty and engaging

• People wouldn’t look down on the floor and it would be easy to walk over it without any thought - older people would automatically assume it was something for children.

• People said they would feel guilty if they were seen walk-ing down the no path.

• It makes the reader feel like they are being manipulated into giving money away “it’s not really a choice map is it?”. Several people said it was patronising.

• It is also time consuming. We can’t assume people would be willing to spend time on it as they have really come to the Tate for the Art.

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PETITION WALLThis will help raise awareness to the cuts to the Arts and to start a fun conversation piece within the gallery. For a fee of their choice people will be able to record their message to the Tate about the cuts and also hear what others have to say. When they take part they will recieve a loyalty card that they can use in the coffee shop. The card will have a picture of them on the back taken from the video.

FEEDBACK

• Some thought that many people would be put off by do-ing something like that in public. Some people would like to have the option of giving money and forgetting about it - maybe a private booth is needed.

• There is a chance to start a conversation with this con-cept

• People liked the idea of getting a loyalty card out of it - more people would give away their money if they had an incentive. However would the printing costs be too much?

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MOBILE APPThis App contains news about the Tate and access to monthly limited edition prints that can be downloaded to your phone for a fee of your choice. It will also contain information about what the Tate is doing with your donations.

FEEDBACK

• There is nothing that stops people from sharing the print with others, so the prints will eventually become worth-less.

• It is not avaliable to a wide audience, only those with a compatible mobile.

• People did think that it was good for people passionate about art - but do these people already donate to the Tate?

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MAZE MAPThis will be a metaphor to show people that their contribu-tion is making a difference. It will be a live installation and after every donation the installation will grow and grow using light.

FEEDBACK

• People liked this idea because they could physically see their donation helping the Tate

• People said that there needed to be a value indicator to show something that the Tate was trying to raise money for - without an indicator it comes across as too concep-tual.

• What would happen when the installation has finished growing?

• Is there enough space in order to have every single dona-tion a trigger for its growth?

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3P CAMPAIGNThis attempts to get visitors to question the value of their visit. It also highlights the fact that the Tate would be grateful for even a small amount such as 3p, instead of the £3 found on the box now.

FEEDBACK

• This campaign can’t stand alone. It can be the branding found inside the Tate, but there needs to be something else, something ‘wow’ that grabs the visitors attention.

• People thought that these posters would be easily ignored and maybe only the older generation would take notice of them as they may fully consider the worth of 3p.

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GRADINGTHE IDEAS

These are some of the ideas people considered the strongest

• The Petition Wall and the 3p Campaign was considered the strongest idea

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EVOLVING

IDEASWe took all the positive points from our pro-totyped ideas and tried to consider them all to create one concept

INTERACTIVE BOXESThis is an idea that was developed from the Petition Wall concept

Interactivity is a fun and engaging way to catch the attention of the visitor

To increase longevity, there will be different boxes all around the gallery that will have different outcomes

This camera box can act as a ‘tribute’ to the everyday donator, a more modern and interactive take to the Patrons Wall

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£105432.17

thanks!

thanks!

trapdoorcamerasoundlight

MULTIPLE DONATION BOXESMultiple donation boxes with different feedback mechanisms etc hooked up to a live donation feedback counter.

TESTINGPARTICIPATION

Would people give away money to simply interact?

Is interaction enticing enough?

• Arcade games

An example of how people pay to enjoy an experience. They may not win and gain anything but they would have had an enjoyable time doing it

• ‘You Turn Us On’ Chelsea and W+K

People had the opportunity to make an installation move by ringing a number. People here were willing to spend money via their mobile to see what may happen to the artwork

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• DotheDoodle (from a previous project)

People were allowed to leave a doodle on the poster. This was very successful and showed that people liked to leave their mark.

People may be more inclined to do so when they are being appreciated for their donation

They may want to show off that they have helped the gallery and they have done something good

This is appealing to the donators ego, as we found when reading George Smith’s book.

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KEY FINDINGS• We need to make it easy for people to give away their money - via text for example. A

way in which they can complete the action quickly and get on with their day

• Longevity is key. We want to keep the reoccuring visitors surprised with something new on each visit

• Interactivity can be a fun and engaging way to raise awareness of donating to the Tate

Research Methods usedConcept Challenge, Design with Intent Cards, Fishbone Technique, PMI, Generating opinion, Online research, Testing

DELIVER

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OUR NEXT

IDEASTate’s dependance on the daily donator is not high-lighted enough around the gallery

We want to promote and create a buzz around the idea of donating in a compelling way…

GIFT SHOPThis idea is to raise awareness of do-nating alongside the cuts to the arts.

The Tate are representatives of Save the Arts but this isn’t well publicized.

What if Save the Arts was brought outside of its online presence, by creating branded merchandise to be sold in the Tate gift shop?

The designs can change every so often to feature new artists for the campaign

However, is this idea big enough to encourage people to donate…?

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THE TATEFESTIVAL

We came up with a concept called Tate Donate

Every three months different artists will produce an interactive installation that ultimately must be triggered by money

The concept will be introduced by the Tate Festival. This weekend event will include

• Stalls that will introduce the many different events, lates and talks that the Tate hold. They will be called ‘Tate Tasters’ and will aim to change people’s perceptions of the gallery

• Information about the Tate Fund and the contribution from the daily donators

• A stall for Save the Arts that will highlight the problems faced by the arts

• The focus point of the brand new interactive installation

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Creating an experience is memorable. This is what

we aim to do with the Tate Festival

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The tate want toincrease donations

We want to make it easier for people to give and easier for people to ask

A new donationconcept is created called Tate Donate

Communicationsare developed toinform people ofthe launch of the event

The Festival takes place to introducethe event

The Festival is over but Tate Donate is sustainable and transferable byinviting other artiststo collaborate

Branding ofTate Donate

Creating thebrief for artists

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ARTISTSBRIEF

We contacted Hellicar and Lewis to find out if they would be interested in taking part in an event like this and if they had any advice for us. They were very keen on our idea.

A branded pack, with information and a high energy, inspirational and animated brief will be given to the new artists when they have been invited to take part in the concept.

Very similar to the packs Tate already gives to their members.

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INSPIRATION WALL

HOME

BRIEF

INSPIRATION WALL

CONTACT

ABOUT US

THEBRIEFThis will either be online or found on a CD inside the pack.

It will contain inspirational videos that will help the artists define the brief.

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INTERACTION+

DONATION=

INSTALLATION

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DELIVER SVR PITCHINGTO KATHERIN

KATHERIN’SPOINTERS

It would be too expensive and time consuming to hold the Tate Festival- it is something that The Tate could never implement.- with so much money being spent on the Festival and the concept, people will feel as if the Tate do not need more donations.

Too similar to the Unilever Series-it is also too expensive and time consuming to organise artists to create installations, expecially when this is already been done with the Unilever series.

We could not have the Tate Logo similar to the logo for the galleries

Interactive camera boxes are a really good idea- this is something that could be seen in the Tate. - The Tate are interested in creating a conversation with the visitors and this can be easily done in an exciting way.

It’s good to have something that doesn’t shout at the visitor - a new concept and festival is too big an idea for a simple notion such as donating

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CREATINGTHE CAMERA BOX

We prototyped our camera box idea to really bring it to life.

The box is named ‘Tate Saints! We came, we saw, we gave!’

This makes the donator feel appreciated and involved in the Tates progress

It starts a conversation piece with the visitors

It is communicated with unique and spirited language

To improve longevity, we brought the ‘Theme of the Week’ idea. This is where the box provides something the visitor could mimik in order to keep the box fresh and dynamic to watch

It would be up to the Tate whether the method of payment would be coins or any of the top methods we found were used in our research - the gallery could have several camera boxes with differ-ent methods of transactions

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The box will not just be placed in the entrance and exit of the gallery, but throughout the gallery so that people are reminded to donate during their visit

These videos can also be used as a viral experience.

The Tate can post them on their blog or website and pick the best poses of the week

People could have the option of emailing the video to themselves or their friends

FINAL PROTOTYPE

FINAL INSTALLATION

FINAL POINTS

The Camera Box...is fun, modern and exciting

is meant to act as the everyday donators tribute wall, simiarly to the large Patrons wall found outside the gift shop

is Tate’s way of saying Thank You

is Tate’s way of making the everyday donator feel like they are being appreciated

is eye-catching and engaging enough to encourage those who never usually think of donating to give away some spare change

creates an exciting memorable experience that the visitor will take home with them - no guilt but entertainment

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Getting people to give mon-ey away for nothing, is the

hardest job in the world

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END