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Humana's App-etite for the Arts

Posted by Kate Reese
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Humana's App-etite for the Arts

Louisville-based Fund for the Arts is one of the nation’s largest United Arts Funds (UAFs), and thanks to Humana’s Digital Experience Lab (DEC) now has its very own mobile platform. Currently, more than 200 local businesses participate in workplace giving campaigns, generating nearly 45% for the united arts fund's campaign each year. Recently, however, Fund for the Arts began looking to reach potential supporters in new ways.

 

Humana is committed to giving every employee eight hours of paid “volunteer time," during which they can give back to their community in a variety of ways. A team at DEC decided their volunteer time would be spent developing a mobile app for Fund for the Arts.

The organization had a very clear idea of what added value the app could provide – “awareness of and attendance at arts events in the city.” Additionally, Fund for the Arts hoped that an app could increase donations, so the team at DEC analyzed what makes people donate by surveying current donors. 

 

The final product involves an easy-to-use arts calendar, communicates the benefits of becoming a donor, and even includes donor benefit cards (discount on local arts events and performances), so that donors can use their mobile device to get savings at the box office. When asked about the choice to develop this app, members of the DEC team said “Though none of us are professional artists, we all believe in the importance of the arts and wanted to do something to help further that cause in our community.”

 

Read the full case study at Humana's Digital Experience Center.

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