Case study | Digital membership schemes

In late 2017, the Tank Museum in Dorset set up a Patreon scheme. “I was exploring how the museum could generate a revenue stream from online content production,” says head of marketing and engagement, Nik Wyness.  

The Patreon platform allows independent content creators to monetise their production in exchange for membership and “perks”, while also facilitating the creation of an audience community.  

“Patreon was relatively new [at the time], and I had noticed other YouTubers, bloggers and podcasters using the platform to generate a recurring income through the sale of monthly subscriptions to ‘fans’,” says Wyness.  

The museum’s YouTube videos were increasingly reaching a sizeable international audience, with the largest proportion of their audience based in the US. 

“We knew this more international audience was much less likely to physically visit the Tank Museum but felt confident that with the right mechanism, they would be willing to support our work,” says Wyness.  

“We didn’t have a tool that could do this – so it made sense to use an increasingly common platform that had the social proof of widening adoption and an increasing user base.”  

The Tank Museum’s Patreon has three subscription bands that members can sign up to. Perks include early access to new videos, being able to view and submit questions for an exclusive monthly Q&A video and monthly “behind-the-scenes at the museum” videos.  

To recruit members, the museum plugged its Patreon in all video content. The scheme’s launch was promoted across all social media platforms, with the different offers and perks clearly highlighted. 

Tailoring the messaging to its purpose as a museum was important. Wyness says: “Unlike other Patreon users, our ‘sales language’ wasn’t just tied to the idea of supporting our content creation, but to our charitable objectives.  

“We want to appeal to the transactional and philanthropic instincts of our audiences, knowing that they have an affinity with the subject area – armoured warfare – and the role of the Tank Museum in the preservation and communication of that history.” 

It didn’t take long for members to sign up. By the end of 2018, there were 384 members contributing nearly £25,000.  

“Patreon is the Tank Museum’s most successful regular giving scheme ever, and by the end of 2025, its lifetime contribution will be over £500,000,” says Wyness.  

“The majority of our Patreon supporters are not from the UK – so these are all people we are reaching and raising funds from that we would not be able to reach without our content creation.  

“Patreon is a part of our ‘creator economy model’, whereby we are also generating revenue from advertising, e-commerce and content sponsorship.” 

Despite the success, Wyness warns that Patreon isn’t for everyone. “The internet has changed and Patreon has evolved since we joined the platform,” he says. “There are now more alternatives too, such as YouTube memberships.”

Top tips for setting up on Patreon

• You need to build an online audience before you can ask for support. That audience needs to be loyal and trust you before they will give. 
• That audience needs to be formed around consistent content creation and engagement.
• Keep your membership tiers simple and don’t overdo the perks – be clear about what you are offering.
• Explain how the funds generated will be used. The Tank Museum used Patreon to fund an internship, which allowed it to tell an engaging story that the audience was a part of.
• Promote the scheme across all available platforms and talk about it regularly.  
• Always thank your supporters and name-check new members. Make them feel valued.