From Fandom to Funds: How the Tank Museum is Transforming Museum Fundraising

Is traditional philanthropy enough for museums to thrive in the modern era? At the Tank Museum in Dorset, the answer lies in a bold shift towards fandom and the creator economy. By leveraging the power of digital platforms and content creation, the museum has created an entirely new business model, generating significant income while engaging a global audience.

Nik Wyness is Head of Marketing and Engagement at The Tank Museum shared their story recently at MuseumNext.

The Challenge of Being “More Famous”

The Tank Museum, home to the world’s finest collection of tanks, attracts approximately 220,000 visitors annually. However, its location on a former military base in rural Dorset poses a significant challenge.

“We are on a secret base in the middle of nowhere. The nearest small towns are 30 minutes away. Bournemouth is an hour, and London is three on a good day,” explained Wyness.

To overcome this obstacle, the museum adopted a marketing mantra: be more famous. This mindset has driven their innovative approach to social media and content creation, turning the Tank Museum into a global brand.

Entering the Creator Economy

More than a decade ago, the Tank Museum began using social media as an extension of its PR activities. Initially, this helped increase awareness and visitor numbers, but the museum’s strategy evolved. By embracing the creator economy—a growing ecosystem of independent content creators earning revenue from niche audiences—the museum has built a loyal online community.

The museum’s YouTube channel has been at the heart of this transformation. With over 100 million views and 500,000 subscribers, the channel reaches a younger, predominantly male audience, 30% of whom are based in the United States. Wyness emphasised the importance of engaging this niche audience:

“To grow a community, creators must invest in the creation and distribution of quality content that serves a niche enough to earn their affection, their loyalty and trust.”

Monetising Fandom

The Tank Museum’s success in the creator economy is a lesson in thinking—and creating—differently. By leveraging a combination of content creation, e-commerce, and online memberships, the museum has unlocked new revenue streams:

1. Advertising Revenue: The museum’s YouTube channel alone is expected to generate over £80,000 in advertising revenue this year. U.S. viewers, who make up 30% of the audience, contribute disproportionately to this income due to the strength of the U.S. ad market.
2. Patreon Memberships: The museum’s Patreon programme has raised almost £300,000 in the last three years, making it their most successful regular giving scheme. Wyness noted, “Patreon allows you to create multiple tiers of memberships at different price points, so you can offer different perks or rewards in exchange for monthly supporter payments.”
3. Corporate Sponsorships: Collaborations with brands like World of Tanks have delivered significant financial support. For example, the gaming company sponsored the museum’s TankFest Online event, which raised nearly £100,000 in 2020, including £50,000 in donations from the game’s players.
4. E-commerce: The museum’s online store has seen explosive growth, with revenue rising from £120,000 in 2019 to £1.4 million in 2022. The most popular items include books, models, and branded merchandise.
5. Crowdfunding Publications: By pre-selling niche publications through crowdfunding, the museum has reduced financial risk while reaching a dedicated audience.

Lessons for the Museum Sector

The Tank Museum’s approach offers a blueprint for museums looking to thrive in the digital era. By focusing on niche audiences, delivering consistent and valuable content, and embracing innovative fundraising models, museums can build engaged communities that provide both financial and emotional support.

One key takeaway is the importance of staying true to your audience. Wyness shared a cautionary tale about posting a video featuring a contemporary war poet on the museum’s YouTube channel:

“The video got fewer than 500 views on a channel where anything below 30,000 is considered a complete waste of time. The comments were overwhelmingly negative, and analytics showed that the video had actually lost us subscribers.”

The lesson? Understand your audience and create content they value.

A New Model for Museum Fundraising

The Tank Museum’s success highlights the potential for museums to adapt and thrive in a changing landscape. By embracing the creator economy, the museum has developed a hybrid fundraising model that blends philanthropy with commerce.

“This is a modern form of fundraising. It’s not entirely philanthropic, and it’s not entirely transactional either. It’s somewhere in between,” Wyness explained.

For museums, the opportunity lies in leveraging their storytelling expertise to engage global audiences. With the right strategy, museums can not only extend their mission online but also secure their financial future. As the Tank Museum demonstrates, the key is to think differently, create differently, and raise revenue in the process.

Call to Action: What Museums Can Learn

Museum professionals looking to replicate this success should focus on:

• Identifying and understanding their niche audience.
• Investing in high-quality, consistent content that provides value.
• Exploring diverse revenue streams, from memberships to e-commerce and crowdfunding.

The Tank Museum’s journey into the creator economy proves that museums can evolve, engage new audiences, and thrive in the digital age—one story, video, or post at a time.

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Nik Wyness, Head of Marketing and Engagement at The Tank Museum spoke at the Museum Fundraising Summit 2023.