Scottish Seabird Membership Campaign
Following a renovation and programme update, the Scottish Seabird Centre needed to boost membership numbers. Previous membership packages focused on financial benefits like gift shop discounts and 2-for-1 entry. The true purpose of the membership – funding the protection of at-risk species and their habitats – had become lost.
BENEFITS GREAT AND SMALL
Conservation is a generational concept, meaning the outcome of the work we do today will benefit future generations. Not just for us, but for future generations of our native wildlife too. This dual message became the campaign line: ‘Join for a year, give for a generation’. Campaign materials built a narrative around membership that pays for a lifetime – bringing the true value of membership back into focus.