Ian Oxley

Head of Membership Promotion & Sales

Membership Landmarks

Members since 1895

Provide active, moral and financial support

1945 7,850 members

1970 226,000 members

1981 1 millionth member enrolled

1990 2 millionth

2002/3 3 millionth

2011/12 reached 4 million members

Membership Landmarks

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

Number of Members

1912 1945 1970 1975 1981 1990 2011

Year

1912

1945

1970

1975

1981

1990

2011

Member Numbers

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

2001/2 2004/5 2007/8 2010/11

Member Numbers

Membership Recruitment

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

1997/8 2000/1 2003/4 2006/7 2009/10

DM

F2F

Supporter Income

Income from supporters 2011/12 (£262.9 million)

Legacies £44.7m17.0%

Gifts and appeals £12.2m

4.6%

Admission fees £19.8m7.5%

Enterprises £56.6m21.5%

Membership subscriptions

£129.6m 48.2%

Success Factors

Strategic importance

Internal understanding of importance and role of membership

Strong investment in membership acquisition / retention

Strong member benefits package

Our success during 2009 has convinced me that we now face our biggest ever opportunity. Our ambition is nothing less than that by the end of this decade everybody will feel like a member of the National Trust – and 5 million people will be. To achieve that audacious goal and realise our founders’ dream to be the national movement for inspiring experiences of beauty, heritage and conservation, we need to act’.

Fiona ReynoldsStrategy & Organisational Plan 2010-13

Internal Understanding of Importance

Vital source of income

Generous donors

Legacies

Customers

Supporter Groups

Volunteers

Investment in acquisition & retention

Targets

Accountability

Performance Management

Training

Financial incentive

Benefits to the Member

Free entry

Free car parking

Support for Europe’s leading conservation charity

National Trust for Scotland

Handbook

Magazines & Newsletters

Right to vote at the AGM

Role of membership

To make it easier to join and hard to leave by facilitating and growing love of special places.

The Way Forward…