TATE Modern is the national gallery of international modern art located in London. It operates completely on the support of its visitors (over 8 million per year), trusts, foundations, and corporations. Therefore, it is important for TATE Modern to generate enough interest in people to make donations and to keep the museum functioning.
Donation is an act of willingness and care. Most donation boxes remain empty as people don’t feel motivated enough to participate in the donation process. Designers of TATE donation box have made efforts to understand the motivational aspect of such donation activity. They have designed the box to enhance the whole experience of donating a few pence with a sense of play and achievement.
The donation box is designed in such a way that when donors drop a coin into the box, it doesn’t reach the bottom immediately. Rather it stumbles down from one obstacle to another placed on its way down the bottom. People (especially kids) make multiple attempts to make sure that it takes long for the coin to finally settle at the bottom of the box. This experience is quite opposite to that of playing a Tilt Maze Game where the objective is to bring the metal ball to the center of the maze as quickly as possible.
TATE Modern offers a range of attractions for all kinds of people such as tourists, art enthusiasts, artists, designers and kids accompanied by their parents who come to explore and witness various art happenings in the museum. While kids are not real donors, they happen to be the biggest participants in the donation process at TATE Modern. Children accompanied by adults (mostly parents) are fascinated with the whole process of donation as a playful activity without really understanding the reason for it.
TATE is the best example that shows how experiences designed keeping in mind people’s context, activities and motivations are far more effective than other initiatives.