Pleasure, Connection, Purpose: How museums can leverage emotions to build greater public support

A new report shares novel research on how museums can leverage the power of emotions to build greater public support. 

The report, funded by AIM and Art Fund and authored by M.E.L Research, looks at how museums can better understand the emotions that drive public support and how they might use that knowledge across subsequent campaigning and museum work.

Pleasure, Connection, Purpose: How museums can leverage emotions to build greater public support explores insights on which emotions most powerfully drive public support for campaigns with recommendations to inform success.

It also provides tools for museums wanting to build longer term emotional connection with their audiences.

Through detailed analysis it offers museums a starting point from which to review current practice, and inspiration and insights into what can inform successful campaigning and community engagement activities.

You can read the full report online now to learn more about the findings and join a free webinar to further explore ways to create campaigns that resonate emotionally.

AIM Director, Lisa Ollerhead; “We hope that this new research will provide valuable food for thought to our members and the wider sector in their work to better engage our communities.

Many thanks to our colleagues at Art Fund for partnering with us on this important research. We’re delighted to be sharing the findings and look forward to seeing its influence on future campaigns and more.”   

Download the report 

Click here to download the research report>>

Watch the introductory webinars

M.E.L. Research explain how you might use the report in your campaigning and  museum practice in these two webinars>>

Join the community of practice

AIM and Art Fund are looking to establish a network of users of the research to meet and share best practice online at regular intervals.

If you are interested in joining in, share your contact information with us>> and we’ll be in touch with all the details.