Rewarding Customers beyond Membership
Making Honey and Empowering Nature
We were tasked with creating an environmentally friendly membership card.
A membership card that gives back to nature, rather than takes away from it, introduces younger people to the National Trust and generates tons of PR in the process.
Giving customers the ability to support nature.
The National Trust are Europe’s largest conservation charity. They asked us, “How can we create an environmentally friendly membership card?”
Simple. Create a membership card that gives back to nature, rather than takes away from it, introduces younger people to the National Trust and generates tons of PR in the process.
Seeded membership packs are sent out to customers. Once the customer has read through the pack, they can plant it in the ground to grow wildflower habitat for bees. Planting the membership packs is a great cross-generational activity for parents to do with children, which introduces them to the National Trust. The new membership card inside the pack is made from a sustainably sourced wood.
When it comes to membership renewal, rather than simply asking the customer for more money, they are invited to a Bee and Bug hackathon, where they can slot their wooden membership cards together with other members to build beehives. What a way to bring people who are passionate about nature together, and share with them an experience that rewards them for being members.
The membership cards have a special UV coating on (as Bees see in a different light spectrum to humans) so they notice the new hive, populate it and visit all the new habitat that has been created by National Trust members planting their membership packs.
Once the beehive has come to the end of it's working life, it decomposes into a bug hotel.
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