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People living with a disability (PWD) are often a marginalized vulnerable group who are economically and socially disadvantaged. This paper aims to explore the implementation of new social and financial policy reforms aimed at transforming the disability sector. Using the capabilities approach, the authors explore the experience of carers and evaluate how this sector may have become more exposed and vulnerable as a consequence of the new policy.

This is a qualitative study with two rounds of semi-structured interviews; at initial-phase (n = 18) and post-phase (n = 14). Thematic analysis was applied to the capabilities and vulnerabilities framework to categorize and analyze the interview data.

The findings show that there are many ways PWD and carers are experiencing increased levels of vulnerability because of their capabilities. There is evidence of increased vulnerability in the intersections between PWD/carers’ inherent nature, the disruption to vital social relationships and conflicting values and interests of stakeholders and the complexity of situational policy changes.

Practical implications developed from the findings include identifying ways the government can improve its social marketing communication strategies. They also highlight the importance of building effective social support networks and provide guidelines for measuring capacity building to address some of the underlying factors leading to vulnerability.

This paper introduces into social marketing, the three-factor vulnerability framework, which conceptualizes the nature of vulnerability, and examines and evaluates the intersections of these factors in relation to the capabilities approach.

The purpose of this paper is to develop insight regarding art gallery members' identification with their galleries through the use of segmentation. The antecedents of a member's identification and subsequent involvement with the gallery are explored. Within the four regional art galleries analysed, the authors identify three different segments within the membership groups which illustrate the ways in which gallery members, who identify positively with their gallery, contribute to the organisation through behaviours such as the donation of time and money.

A mixed methods approach was used, including 11 in‐depth interviews with gallery staff and members and a survey (n=433) of gallery members. The in‐depth interviews were interpreted using content analysis and thematic analysis. The survey results were analysed using exploratory factor analysis and cluster analysis.

The paper's findings suggest that gallery members can be differentiated in terms of the way that they contribute to their art gallery. Three types were identified: promoters, donors and committee members. A number of constructs were used to distinguish between each of the segments, including: member identification, satisfaction, prestige, visibility, contact quality and domain involvement from the current arts marketing literature. Four other constructs which emerged from the qualitative research were also used to profile the clusters: self‐enhancement, organisational culture, social responsibility and elitism which emerged from the qualitative research.

Profiling different segments in the market (membership) using sociodemographics, attitudes and donating behaviours allows marketers and managers to more effectively target the segments who can positively contribute to the organisation. Moreover it provides a greater understanding of the membership base and how various members are engaging with their institution. Current methods of marketing are becoming less ideal to obtain marketing objectives, with diminishing returns to scale on marketing programmes an issue.

An understanding of the differences between each of these member types will allow galleries to more efficiently use their finite resources. By tailoring offerings to each of the different segments galleries can maximise the value of their membership base. Further, the use of segmentation enables gallery managers to identify segments where members may be less or not engaged and its causes and potential solutions.

Many non‐profit organisations with a membership base, such as the art galleries sampled in this research, rely on the contribution of their membership to survive. Therefore understanding the relationship between the institution and the membership is important.

The paper is unique in the application of segmentation analysis to examine gallery members. It also furthers the current understanding of identification and its role in the relationship between organisation members and their behaviour as members. That is the role of identification in relationship marketing.

The purpose of this paper is to introduce the inaugural edition of Arts Marketing: An International Journal and highlight its vision for arts marketing and establish its research agenda.

Relevant articles are discussed through the prism of current academic thinking and the latest policy developments affecting the arts.

It is found that arts marketing promotes significant academic debate, and practical insights are offered into the ways in which the arts (broadly understood) can grow in a commercial world.

Creative solutions are needed not only to offset, but to enable arts marketing itself to grow as a discipline: marketers need to embrace the arts equally as much as artists need to embrace the market.

The “creative insights” section will bring practitioner expertise into the field of the arts from a variety of different perspectives.

The arts, in their varying forms impact on all of society in some shape or form. This journal aims to help raise the profile of the arts, which will in turn, benefit society as a whole.

This introduction establishes a broad arts marketing research agenda for the future.