How the National Trust achieved growth in membership revenue whilst shifting from a discount-led acquisition strategy to a value-led one

The National Trust, a conservation organisation in the UK, put value at the heart of its strategy and used more online channels to encourage new members to join and existing members to renew.

Campaign details

Agency: Medialab Group

For nearly two decades, the National Trust had offered big discounts to encourage new members to join.

New, emotive stories had to be told to create valued memberships that were going to last.

Strategy

Members help make the National Trust what it is, with money raised from membership making up 53% of the brand's total supporter income.

But there was a problem. Too many new members weren't renewing making recruitment spend less efficient than it could be.

The decision was made to shift focus to put value, not price cuts, at the heart of...

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