A newly published report suggests that a sense of purpose is the most valuable emotion to nurture when building public support for a campaign.
This conclusion is one of many studies drawn from the Joy, Connection and Purpose report. The study was conducted in the summer of 2022 by behavioral research and insight consulting firm MEL.
Commissioned by the Association of Independent Museums (AIM) and the Art Fund, this report explores what emotions drive public support for museums, and why certain emotions are more powerful than others. and how museums use these emotions to communicate support within their communities.
The report suggests that there are three groups of emotions museums evoke in their audiences. Joy, connection, purpose.
The report says:
As a result of this sentiment, visitors have become friends and community champions, and have made large or regular donations to the museum.
But the report warns that this grouping of emotions is also the most difficult to achieve.
Not only are these feelings often felt only by a few visitors to a single site, they are also difficult for museums to foster spontaneously, leading to the need for a deeper understanding of what is important to their patrons. there is”.
Actionable recommendations in the report to achieve a sense of purpose include: A sum of money can do.
Lisa Ollerhead, Art Fund’s AIM Director and Sarah Philp’s Director of Programs and Policy, wrote in the report: Her understanding of that should help museums, funders, and sector support organizations make a more compelling case to the public and policy makers for their support. .”
A full report is available online.