Tate Modern creates pinball-inspired collection box to encourage donations
In London’s Tate Modern, admission to the art museum’s permanent collections is free, however visitors are now invited to make donations via an unattended collection box. To increase visitor donations, the museum has opted for a fun, interactive piece of art that enables people to watch their money tumble down a pinball-like structure. The appropriately named ‘Donation Box’ comes in the form of an impressive large, transparent box measuring 2.7 x 1.5 metres with various colourful shaped items inside.
The donation box is fast becoming a top attraction for children visiting the museum with their parents. It is not uncommon for families to get rid of all of their spare change playing this addictive game. Children ask for a coin to play with so to have fun, whilst their parents get a feel-good kick out of being charitable and donating to a worthy cause. Both kids and grown-ups can enjoy this interactive game, which makes a change from the usual passive art sculptures on display.
By playing upon people’s innate curiosity and providing the public with a fun game, the Tate Modern has seen its donations increase tremendously. As this report shows, 5.6% of visitors donate to the Tate Modern gallery compared with just 2.3% who donate when at the Tate Britain, and an astonishing 1% at the Natural History Museum. The donation box has been such a success that staff are considering placing several other boxes in the galleries themselves, instead of being confined to the entrance and exit of the museum.