Supercharging the National Trust’s product offer
Finding new commercial opportunities
As a charity with a strong heritage the National Trust is always looking for ways to boost revenue, whilst retaining its integrity. National Trust commissioned our team to explore new commercial opportunities for the brand – wanting to stretch into new and innovative territories. Our work balanced the head and heart of this critical business question – evaluating both the £value of possible future opportunities and the emotions of credibility, integrity and feel-good. Sparking discussion and debate, our work supported National Trust in making the tough decision to ignore some very profitable propositions because these evoked a ‘feels wrong’ gut reaction. Our partnership has seen NT’s efforts focus more on opportunities that chime with the brand assets that have built affinity.
Activating new fundraising mechanics
Following this project, the team supported the National Trust fundraising team in their latest product development – new mechanics for commemorative gifting. Our ideas helped maximise the feel-good nature of giving, whilst keeping overheads low – boosting revenue.
“The team’s experience in the commercial sphere really shone here. The perspective of hard-numbers and feelings helped us make really solid decisions – landing insights in the business that have helped shape our commercial strategy for the foreseeable future. I am also really impressed with the energy and flexibility the team provided, it’s refreshing”
Ginny Rose, Insight Lead, Brand, Marketing & Commercial
26.6 million in 2017/18, up from 24.5 million YOY
2.46 members, up from 2.31 YOY