Our work

National Trust for Scotland

Transforming members into donors

Deliverables

A new regular giving product for the National Trust for Scotland.

The challenge

Over the border, the National Trust for Scotland is a household name – it’s the custodian for some of the nation’s oldest buildings and most exquisite landscapes and gardens. 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.

The solution

We started where we always start: strategy. Through a deep dive into the subscription service market and rich audience research, we uncovered some profound truths about what it means to love Scotland. 

Fundamentally, feeling connected to Scotland is about so much more than a place. Our audiences – both Scots, and those who just love the country – spoke with emotion about Scottish heritage. The history, the culture, the literature, 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?

What if we could move away from the transactional relationship that members have with the organisation to something that speaks to the heart: protecting what makes Scotland so special?

After much exploration, 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 treasured places too – and the wildlife that lives there.

With news about the work they’re funding across the country, as well as top tips from the National Trust for Scotland’s expert gardeners, ROOTS makes subscribers feel intimately connected to the nation they love.

Through rigorous testing of the product, price point and content, we arrived at a regular giving offering that is enticing to our audiences – while enabling the National Trust for Scotland to maximise their income.

The results

It’s early days, but ROOTS launched to great success – hitting 75% of its target for the entire year in just four weeks!

We’re delighted, and so are our friends at the National Trust for Scotland:

“Working with Consider has been an absolute pleasure. They really understood our requirements from the start, came up with a practical plan, and the end result is a product that’s market-tested, appropriate to our charity – and cost-effective!”

“I highly recommend Consider. You get great value for money and an easy process, all while having fun working with lovely passionate people.”

Louise Stirton, Senior Fundraising Manager, The National Trust for Scotland.