Manchester Art Gallery:
a seamless proposition

Challenge. To create a platform of donor-centred messages to underpin all fundraising to Friends, Corporate Members and Major Donors.

Solution. From extensive interviews with donors and visitors, a central proposition emerged: Manchester Art Gallery is the place that can enable you to extend the power of art in Manchester. This was supported by a raft of messages which showed how different groups could use the Gallery to 'extend the power of art' in the way that was most relevant to their own interests and values.

Results. Bingo! Not only is the messaging now supporting a new Friends scheme and Corporate Members scheme, but the Director felt that we had also pinpointed what the Gallery had been struggling for years to find: a way of explaining why the Gallery has chosen to be so accessible in contrast to other galleries.

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