ISABELLA FERNANDES
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INCREASING DONATIONS AT TATE
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I O
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A C O L L A B O R AT I O N
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CONTENTS
DISCOVER Defining the Brief Six Thinking Men Inside the Tate Tate Observations Sagmeister’s W M Online Research Final Thoughts
30 32 34 35 36 39 41 42 43
Ideas Generation Scamps Developing Ideas Grading Ideas Evolving Ideas Interactive Boxes Testing Participation Final Thoughts
Other Galleries Visitors Donations The Science Museum Donation Boxes Psychology Behind Donating Interiews Cuts to the Arts Interview with Katherin Final Thoughts
15 16 18 19 20 22 23 26 28
DELIVER
DEVELOP
DEFINE Investigating Behaviour Investigating Value Inside our Wallets Methods of Transaction Men vs. Women Behavioural Change Where is the Thank You? Effective Language Final Thoughts
6 7 8 9 11 12 13
DELVE
46 47 48 54 55 56 58 59
Our Next Ideas Pitching to Katherin Katherin’s Pointers Creating the Camera Box Final Installation Final Thoughts
61 69 70 71 73 74
DISCOVER SVR
DISCOVER
DISCOVER SVR
DEFINING THE
RSA BRIEF
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
SIX THINKING
MEN This 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)
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Try and contact the Tate to get first hand information about their Fund - what they need help with, do they have any guidelines?
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Try and put ourselves in the shoes of the donator
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Find out about any successful examples of charities asking for money
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INSIDE THE TATE
We spent a day at the Tate Modern •
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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
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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 building the collection • Protect the art for the future by conserving the collection • Bring art to new audiences through ‘Learning for All’
TATE OBSERVATIONS
DISCOVER SVR
Those that donated at the Tate vs. those that did not
Demographics that did donate
8% boys 8% girls
18% elderly man
40% stood and watched
12% elderly woman 60% did donate
27% men
27% women
*observed within a 20 minute time period
DISCOVER SVR
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Toilets Lift Entrance Tate Donation Boxes
DISCOVER SVR
Would it be beneficial to have donation boxes throughout the gallery, and not just by the exits?
SAGMEISTER’S
WORKING
METHOD This 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
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However this method of working is very speculative. We would be better off asking these people their thoughts instead
DISCOVER SVR
ONLINE RESEARCH
A film by David Shrigley for Save the Arts that explains the possible 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?
KEY FINDINGS •
There are a large amount of people that ignore the donation boxes around the gallery
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There is not enough eye catching information and awareness about the Tate Fund and their need for individual donations
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Children were really impressed with the donation boxes and were the biggest reason why many parents ended up giving away their money
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The Tate is invloved with the community and are very engaged with children and educationthe Tate is not just a gallery
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Research Methods used Six Thinking Men, Observation, Analysing data, Sagmeister’s Working Method, Online Research, Literature Review, Documenting
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DELVE
OTHER GALLERIES
We looked around other galleries and their methods of fundraising from around London We went to The Science Museum,V&A, Tate Britain, Barbican and The Natural History Museum We also carried out observations. This time looking at the amount of donators against the amount of people that walked past.
DELVE SVR
The percentage of people who donated to the gallery
5.6%
1%
36%
Tate Modern
V&A
Science Museum
2.3%
1.2%
0%
Natural History Museum
Imperial War Museum
Tate Britain
*observed within a 30 minute time period
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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 SCIENCE
MUSEUM
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
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Asking people directly to give may provide increased donations, but can make the donator feel uncomfortable and pressured into giving
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It can leave the donator with an unpleasant feeling and are unlikely to donate again
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The same technique is employed by ‘street muggers’ which are met with dislike
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DONATION
BOXES These are the selection of donation boxes from all the galleries we visited •
All are similar in shape and size
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They were all placed either at the exit or entrance of the gallery
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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?
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PSYCHOLOGY
BEHIND
DONATING
This book by George Smith was helpful in explaining the behaviour 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…
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The five reasons why people donate are selfish and fill the ego.
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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!
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This is what the book tells us, but what about asking real people?
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What ways would you happily donate?
28% One off donation
21% Sponsoured activities
17%
10%
Buying something
Monthly donation
10% Charity shop
6%
6%
Donating objects
Donating time
2% Direct Mail
What puts you off donating?
3%
Homeless person
3% Door to door
3%
Telephone calls
6%
Useless incentives
6%
Repetitive asking
9%
Not supporting the cause
9%
No money
9%
Junk mail
12%
Not knowing where money goes
12% Trying to guilt me
29% Street muggers
*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
ARTS
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’?
INTERVIEW
WITH 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 audience. They do not want to alienate anyone, so our concept must cater to all audiences
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The Tate spends more time focusing on Patrons and Friends of the gallery and not the individal donator
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Last year there were 4 million visitors and £300,000 was raised
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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?
DELVE SVR
If more visitors gave 3p, the annual donation amount would skyrocket
KEY FINDINGS •
Apart from The Science Museum, all the galleries had the same method of fundraising using the static donation boxes
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A very small amount of people actually gave away their money on the day of their visit
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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?
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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
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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.
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Last year the average visitor donation was 3p
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Could the cuts to the arts be used as a way of showing Tate’s vulnerability?
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Research Methods used Observation, Analysing data, Interviews, Literature Review, Questionnaires, Speculation, Online Research,Visual Audits
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DEFINE
INVESTIGATING
BEHAVIOUR
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DRIVERS &
BARRIERS
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.
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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
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This exercise gave us an insight into the motivations behind why people do and do not donate.
INVESTIGATING
VALUE We 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?
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How much they would be happy with donating to the Tate?
We found •
£6 = average entry fee
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£3 = average donation amount
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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 galleries the last thing they think about is donating
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INSIDE OUR WALLETS
We 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
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Loyalty cards are very common with the younger generation and students
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Everyone had a debit card
METHODS OF TRANSACTION By 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 commonly used
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It is therefore important to consider if it is possible to allow people to give money via other channels rather than coins
DEFINE SVR
Do you donate to charities?
56% donated
44% did not
55% donated
45% did not
*112 people were asked
DEFINE SVR
52% donated
48% did not
DEFINE SVR
The differences are marginal, but the percentage of people that don’t donate is substantial
DEFINE SVR
BEHAVIOURAL
CHANGE
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 something 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
DEFINE SVR
“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
THANK YOU?
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Not a ‘thank you’ in sight on any purple signs in the gallery or even on the donation boxes
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The percentage of donations from the daily donator is the largest amount that the Tate Fund recieves
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If people were more aware, appreciated and involved, would more people feel happy to donate?
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There is a large patrons and friends wall in the gallery, but no achnowledgment of the daily donator…
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EFFECTIVE LANGUAGE
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
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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
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
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Awareness of the Tate Fund is needed.
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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.
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To make the everyday donator feel more involved in the Tate
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Think of fun and unexpected ways in which to get the visitor interested in giving money
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To include language that is unique and exciting
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Research Methods used Surveys, Questionnaires, Observations, Analysing data, Online Research,Visual Audit, Textual anaylsis
DEFINE SVR
THE CLIENT
OUR The Tate Modern DEFINED BRIEF
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 both THE AUDIENCE
People who do not donate
DEVELOP SVR
DEVELOP
IDEAS GENERATION We began producing ideas with the help of: •
The Design with Intent Cards
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Concept Challenge
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The Fishbone Technique
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PMI
LISTS
DEVELOP SVR
SCAMPS For our tutorial with Joanna we mocked up some quick scamps of our ideas...
DEVELOPING
IDEAS
DEVELOP SVR
CHOICE MAP The 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
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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.
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People said they would feel guilty if they were seen walking down the no path.
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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.
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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.
DEVELOP SVR
PETITION WALL This 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 doing 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.
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There is a chance to start a conversation with this concept
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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?
DEVELOP SVR
MOBILE APP This 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 worthless.
•
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?
DEVELOP SVR
MAZE MAP This will be a metaphor to show people that their contribution 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 conceptual.
•
What would happen when the installation has finished growing?
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Is there enough space in order to have every single donation a trigger for its growth?
DEVELOP SVR
3P CAMPAIGN This 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.
DEVELOP SVR
GRADING THE IDEAS
These are some of the ideas people considered the strongest •
The Petition Wall and the 3p Campaign was considered the strongest idea
EVOLVING
IDEAS We took all the positive points from our prototyped ideas and tried to consider them all to create one concept
DEVELOP SVR
INTERACTIVE BOXES This 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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light
th an ks !
thanks!
sound
MULTIPLE DONATION BOXES
Multiple donation boxes with different feedback mechanisms etc hooked up to a live donation feedback counter.
camera
trapdoor
DEVELOP SVR
TESTING PARTICIPATION
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
•
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.
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 used Concept Challenge, Design with Intent Cards, Fishbone Technique, PMI, Generating opinion, Online research, Testing
DELIVER SVR
DELIVER
OUR NEXT
IDEAS Tate’s dependance on the daily donator is not highlighted enough around the gallery We want to promote and create a buzz around the idea of donating in a compelling way‌
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GIFT SHOP
This idea is to raise awareness of donating 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 TATE FESTIVAL
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
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Information about the Tate Fund and the contribution from the daily donators
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A stall for Save the Arts that will highlight the problems faced by the arts
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The focus point of the brand new interactive installation
DELIVER SVR
Creating an experience is memorable. This is what we aim to do with the Tate Festival
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Branding of Tate Donate
The tate want to increase donations
We want to make it easier for people to give and easier for people to ask
A new donation concept is created called Tate Donate
The Festival takes place to introduce the event
The Festival is over but Tate Donate is sustainable and transferable by inviting other artists to collaborate
Creating the brief for artists
Communications are developed to inform people of the launch of the event
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ARTISTS
BRIEF
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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THE
INSPIRATION WALL
BRIEF
This will either be online or found on a CD inside the pack.
HOME
It will contain inspirational videos that will help the artists define the brief.
INSPIRATION WALL
BRIEF
CONTACT ABOUT US
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INTERACTION + DONATION = INSTALLATION
PITCHING TO KATHERIN
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KATHERIN’S
POINTERS
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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CREATING THE 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 different methods of transactions
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
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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
DELIVER SVR
Getting people to give money away for nothing, is the hardest job in the world
END