Building a Strategy to Grow Mid-Level Giving at the National Trust for Scotland

“It’s been wonderful to work with you both on this project and we’re looking forward to moving ahead with a strategic supporter journey for mid-level giving.

Caroline McKay, Deputy Head of Philanthropy

Challenge

The National Trust for Scotland support the treasured natural, cultural and built heritage across Scotland. The Trust commissioned Philanthropy Company to deliver two fundraising infrastructure projects including strengthening its mid‑level giving programme. The Trust was seeking to strengthen and grow its mid‑level giving programme but had identified the need to review segmentation and create clearer donor journeys to manage this group effectively. They needed a new strategy that was aspirational yet achievable with available resources and capable of supporting sustainable growth.

Response

Working closely with the fundraising and philanthropy team, we undertook a comprehensive review of the mid‑level giving programme. Our work included in‑depth analysis of current programmes, including analysis of data and segmentation, alongside a review of existing donor journeys and communications. We carried out market research and benchmarking with comparator organisations to understand the external landscape, and we interviewed current donors to gain deeper insight into their motivations, expectations and experiences.

From this work, we identified opportunities and developed an actionable, scalable strategy for this key donor community with clear targets and KPIs to track success. We set out practical and realistic donor journeys designed to engage, inspire and encourage loyalty and repeat donations, while improving operational efficiency across the programme.

Outcome

The charity now has a clear, insight‑driven strategy for mid‑level donors, grounded in data and donor insights. Donor journeys can be strengthened to build loyalty, deepen engagement and encourage repeat giving. Operational efficiency and consistency across the mid‑level programme will be improved, and the charity is equipped with a scalable framework that positions it to grow income and improve both retention and acquisition rates within this critical donor segment.