Case Study

Case Study

Donmar Warehouse

The Donmar Warehouse is an intimate and unique 251-seat, not-for-profit theatre in Covent Garden, London. Since opening on 18 July 1977, the Donmar has blazed a trail creating legendary performances by some of the world’s greatest artists, reaching global audiences through transfers across the world.



digital cards issued at launch.

The brief

Donmar Warehouse, wanted to launch a membership card scheme to provide members with confirmation of their membership, to provide a sense of belonging as well as a method to access member benefits at the venue.

The solution

As this was a new scheme, it was created purely as a digital membership card. The members card is created with personalised content as part of a digital first membership welcome communication strategy.

Results that matter

The theatre and the members are all extremely happy with the efficient and effective delivery of the digital card which can be saved to the members mobile phone for ease of access.

Easy digital delivery

Donmar Warehouse Members now receive their personalised digital membership cards via a branded email that provides an opportunity for extra engagement. The card and digital communication can be amended and updated with ease.

A feeling of belonging

Providing a membership card digitally provides members with a modern and convenient way to access their card instantly. Producing a personalised membership card provides the member with a sense increased belonging and recognition of the part they play in the development of the theatre.

Fully branded communication

The delivery of the card via email is fully branded and delivered with relevant information. This communication includes the option for regular content updates promoting future shows and member events.


“Romax Digital have provided us with a seamless and cost effective platform to create and deliver our digital membership cards, we are extremely happy with the results”

Silvia Melchior
Director Of Strategic Development and Fundraising at Donmar Warehouse