Case Study: Art Fund expands Student Art Pass nationally with Savanta's student insight research

Art Fund grows Student Art Pass to 24,000 members with Savanta

Art Fund wanted to expand its Student Art Pass from a limited pilot program into a national scheme, but required robust evidence to shape the offering and build a compelling business case for sponsors. They partnered with the research vendor Savanta to understand the program's potential shape, launch strategy, and appeal.

Savanta conducted a large online survey with a nationally representative sample of students. The research revealed a broad appetite for the pass beyond just art students, leading Art Fund to open it to all. Savanta's insights helped shape the scheme's pricing and promotion models and provided the evidence needed to secure sponsors. Within just over a year, the scheme grew to over 24,000 members, with half visiting galleries and museums regularly as a result.

Art Fund