Scottish Wildlife Trust

The Legacy campaign detailed the story of how ‘Jean’ helped release beavers back into the wild, planted trees for red squirrels and helped safeguard Scotland’s land and seas. The crux being Jean passed away five years previously. She had written The SWT into her will and this was her ongoing legacy to Scotland’s wildlife. Analysis of the target audience identified their media consumption and enabled  us to recommend a blend of regionally targeted direct mail, key press, radio, TV and online. In its first burst of activity the campaign delivered 6 pledges, one of which was for £100,000 and drove 20 times the traffic to the legacy section of the website.

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