A 7 week new product development project with the National Trust for Scotland to create a new In-Memory Fundraising product for those whose loved one’s had special connections to their sites.

The challenge

The National Trust for Scotland received lots of organic requests to place benches and plaques across their properties and places in memory of loved ones who had died. But constantly managing these requests was not viable, many of their places were at capacity for benches and placing these items did not fit with their environmental commitments as a conservation charity. How could we offer the audience a new meaningful way to memorialise loved ones that was sustainable, scalable and captures the deep connections that so many have to these special places across Scotland?

The solution

We gathered insight from those who had recently been bereaved and the Trust’s wider membership, understood their wants and needs, and designed two new ways for members and supporters to remember and celebrate those they had lost. 

Potential impact

  • A pipeline of 10 potential new in memory products, with 2 prioritised to move to pilot 

  • Cumulative potential income of approx. £200k in 5 years 

  • The potential to plant thousands of trees across Scotland to aid storm reparation and counter the impacts of our changing climate

  • Attract and acquire approx. 2000 new donors

"Working with Good Innovation on this project enabled us to gather key insights from a wide breadth of audiences, be bold with ideas and concepts, and push through the historic challenges. All at what felt like great speed! Throughout the project, the GI team really understood the needs of our supporters, and also realised the priorities and requirements of colleagues across the Trust through brilliantly led workshops. GI’s thorough approach to insight and creative product concepts has led us to having not one, but two concepts to take forward to pilot! And we’re feeling confident that both have the potential to create a steady new income stream for our charity and provide new opportunities for people to connect our cause. "

Hannah Ennis

Legacy Fundraising Executive