Tate Members enjoyed two very successful years, and were able to give £2.2 million to Tate during 2004/05 and £2.7 million during 2005/06, with a further amount pledged. In addition to continuing support for acquisitions and projects, Members also committed £1 million to the Collections campaign, to be paid over three years.
Between April 2004 and March 2006 the membership grew from 55,000 to 74,000 (85,400 if second card holders are included) making Tate Members one of the largest organisations of its kind in the world. The renewal rate rose from just under 70% to near 80% and the percentage consenting to Gift Aid from 56% to 62%. In sum the membership was not only larger but more loyal and committed.
Further refinements were made to processing systems and the service provided for Members. It is now possible to join, renew, donate, arrange a gift membership or book timed entry tickets as well as update one's contact details online. A new telephone system meant that, by spring 2006, 98% of calls were being answered, up from 93% the previous quarter.
Multifarious improvements were made to ways of communicating with Members. Members print was rebranded, to give it a smart new look while strengthening links to the parent Tate brand. The handbook given to new Members joining was revamped, to present more clearly what each gallery and Tate generally stands for, while a full-colour illustrated annual report aims to remind Members of the value of their support to Tate and the difference it makes.
A Members e-bulletin was introduced, with the aim of providing fresh, topical and insightful information, and letter texts were further refined to make Members feel even closer to Tate. Above all, in May 2004 the Members magazine was relaunched as TATE ETC., published three times a year by a team appointed by Tate. The magazine is sent to all Members wherever in the world they live, together with the bi-monthly Tate guide to what's on.
