The segmentation study will also be used to develop a range of approaches, propositions and products to help fundraising. This will be followed by focus groups looking at the opinions of the different identified customer segments. Lastly, members of the public and senior Art Fund members will embark on a co-creation project.

Carolyn Young, the Art Fund’s director of marketing and membership, said: “BritainThinks suggested a really interesting and thoughtful approach that will give real insight into motivations for giving to the arts at a national and a local level.”