Aidsfonds is a strong and trusted brand in the world of charities. This can be an advantage, but also a disadvantage. The usual suspects are often approached and the conversion rate drops. HUNT developed and created the Heartgallery for Aidsfonds. Art for hire, with the proceeds going to the fight against AIDS.
The insight: people don’t see fighting Aids as urgent anymore
The battle for donors among charities is fierce. And, to put it bluntly, the worse the disease, the easier it is to raise funds. AIDS is increasingly seen as a disease of the 1980s. We need to look at other ways of staying relevant and attracting new donors.
The solution: renting art for charity
With the introduction of Heartgallery, we filter people who are interested in art and culture and who are socially engaged. At the same time, the income from the rental of works of art provides a structural donation to Aidsfonds.
The result: Art for love
Having launched during the coronavirus pandemic, we had to adjust our expectations. No live events to share our beautiful works. However, an active online and radio campaign gave the Heartgallery a significant publicity boost and within three months Aidsfonds received thousands of leads and more than 100 new structural donors: Art for love.