From Aberdeen to Arran, the National Trust for Scotland is a household name. Members adore it, but what many people don’t know is that it’s a charity too, one that relies on public donations. That makes their fundraising a challenge.
That’s why the National Trust for Scotland asked us to create a new regular giving product. One which would inspire new and existing donors alike to commit to supporting this most precious of institutions.
what we did
- Strategy
- Product Development
- Digital marketing
- Direct mail
Through our strategy, we uncovered some profound truths about what it means to love Scotland.
For our audiences – both Scots, and those who just love the country – we found that feeling connected to Scotland is about so much more than place. It’s the history, the culture, the literature and the outstanding natural beauty: that’s what Scotland means to them.
This led us to a powerful opportunity: the National Trust for Scotland keeps that priceless Scottish heritage safe, so what if we could make regular giving a way to be part of that?
That’s how ROOTS was born. ROOTS is a subscription to Scottish flora. But it’s also a meaningful reminder of what Scotland means, through all the folklore, mythology and history attached to native plants.
In return for their regular gift, subscribers get seeds to grow – a living piece of Scotland’s heritage for their own garden or balcony. Each delivery is richly decorated by hand-drawn illustrations of Scottish plants, then brought to life by stories, activities and poetry. ROOTS is a product to treasure.
As subscribers nurture their seeds, ROOTS shows them how they’re nurturing Scotland’s most precious places too.
