As early as 1915, the IMA (then the John Herron Art Institute) introduced free admission on Saturdays and Sundays, resulting in an increase in attendance and diversity in audience.[5] In 1941 the museum began a free admission policy that remained in effect until 2006 when the board initiated a $7 admission fee for nonmembers.[139] Beginning in January 2007, the museum returned to free general admission with the exception of special exhibits.[140] Dropping the admission charge, which then director and CEO Max Anderson described as a barrier that kept people away, resulted in increased attendance, membership, and donor support.[4][141]