# Tate's online appeal for Turner painting hits target early

- Link: https://fundraising.co.uk/2007/03/02/tate039s-online-appeal-turner-painting-hits-target-early/
- Published: 2007-03-02T00:00:00+00:00
- Author: Howard Lake

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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