Tate's online appeal for Turner painting hits target early
Howard Lake | 2 March 2007 | News
Tate Britain’s online fundraising appeal to keep J.M.W. Turner’s watercolour ‘The Blue Rigi’ in the UK has reached its target ahead of its deadline of 20 March. The public donated £550,000 online to secure the painting in the Tate’s ‘Buy a brushstroke’ campaign.
Tate Britain asked members of the public to contribute £5 each to raise £300,000. The gallery had already pledged £2 million of its own funds towards securing the painting, and has also received £500,000 from the Art Fund.
The appeal used a similar technique to the pixel advert idea used so successfully by Alex Tew on his milliondollarhomepage.com. site.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.