Plant a Tree

In March 2020, the National Trust was forced to close its doors for the first time in its 127-year history because of the Covid19 pandemic. Visitor numbers plunged. Brand health declined. And, just before lockdown, the Trust had pledged to plant 20 million trees by 2030 to support our climate action ambition. We needed to re-engage key audiences for support, for relevance and for income in 2021/22.

Thankfully, the Trust has a strong weapon in its arsenal: an undeniable connection with, and responsibility to look after, nature. Through its Plant a Tree campaign the Trust succeeded in reaching more than 10 million people through paid social alone and raising over £1.8m from low-level individual donors. This both funded the planting of over 350,000 new trees at National Trust places and achieved significant growth of the Trust’s donor pool by more than 75,000 supporters. Plant a Tree – where every £5 donated will plant a tree – adopted an agile, multi-channel marketing approach, reaching existing and new supporter audiences and helping individuals to feel part of the solution to the climate crisis. It also provided an opportunity to commemorate a loved one through its sustainable gifting option.