Voces del Prado

The loyalty of the Friends

Nuria de Miguel Poch, General Secretary of the Friends of the Museo del Prado Foundation, 1989-Up to date

One of the crucial moments of the Foundation took place not long ago: the purchase of the Madonna of the Pomegranate. It was an opportunity for Spain, for the Prado Museum. It is not often that a Fra Angelico is on sale in the market. It was a perfect compliment for the collection in the Prado, a Fra Angelico that belonged to the collection of the Dukes of Alba, then it went on the market, and was offered to the Museum for 18 million euros. The State gave 10 million, the Museum put forth 4 million from its own funds, and for the remaining four million they approached the friends of the Prado Museum. The problem was that they asked for it right away, and four million euros, for a Foundation such as ours, was practically half of our savings from the past 40 years.
There was a great controversy at the Trust because we really wanted to help, but to dish out all that money immediately was complicated. After many discussions, the idea that we had to help prevailed. That's what we were there for and we were delighted to be able to help out, to collaborate and get that work of art up on the wall for all Spaniards and for all the visitors to the Prado to admire. Once we had made the decision, we thought it was a wonderful opportunity to explain to our friends of the Prado Museum that their small donations added up together were something very big. All of them together could do great things. So then we stressed our communication campaign, not as a way of boasting but in order for our friends to really know how important their donations were. We communicated with each and every one of them, we invited them many Sundays--when the Museum closed its doors at 7.30 p.m., we opened it again for them. Groups of our friends came, and we explained why that painting was important and why their help was important. Then we took them in to see the painting directly and offered them a drink in the hall of The Muses, where the whole team of the Foundation thanked them for their loyalty. It was tough because we had to be there many Sundays explaining all this, but it was the best communication campaign. It was the best way for the friends to value what they were doing, and especially for securing their loyalty. All those who understood how important their collaboration is remain on board and they will never leave.