About the project

Alix Slater Consultancy & Training was asked by the Head of Marketing & Communications to work with the Gallery's separate charity, the Friends of Dulwich Picture Gallery, to develop and roll out a survey of their members. The Friends had recently had a very successful recruitment drive, increasing their membership from 4,000 to 6,000.

The consultancy's role

The consultancy developed a questionnaire to collect geo-demographic information from members and to better understand why people joined and retained their membership, what had prompted them to join, and how, when and with whom they use it.

The survey also explored what members value most about their membership and what other memberships they hold, so the Friends had a better understanding of which schemes they might benchmark the Friends at DPG against. The consultancy was also commissioned in 2007 to undertake a visitor survey, exploring more about general visitors, how they found out about the Gallery and their visitor experience.