Our strategy

Our strategy is a framework that guides action to help everyone benefit from protecting Scotland’s heritage, and what we aspire to do over the next five years.

Our vision 

Scotland’s heritage is valued by everyone and protected now, and for future generations.

Transcript

At the National Trust for Scotland, we have been asking ourselves a question:
Why are we here?

The answer is simple: We are here
· to protect and care for Scotland’s heritage
· to provide opportunities for everyone to experience and value our heritage
· and to promote the benefits of conservation

To do that we need to create an efficient and sustainable business which supports our conservation needs

The National Trust for Scotland is evolving to keep pace with an ever-changing world.

We’ve been busy laying some groundwork:
· Re-structuring our properties within six new regions
· Introducing new competencies and skills across our workforce
· Investing over £14m in our properties – to encourage more visits
· Using new technology to improve efficiency and supporter relationships
· and transforming public attitudes through a brand relaunch

Over the next five years we will
· Invest over £60m in conservation and visitor experiences
· Work with others to develop sustainable solutions for climate issues.
· invest in our people,
· and work with policy makers, so more people can benefit from heritage

An ever-changing world demands an agile organisation.
Our strategy for 2018–23 promises all of this, and more.
It connects why we do things, to what we plan to do and how we measure progress.

Most of all, it unites Trust supporters and staff through their love of Scotland.

With your help, we can realise our vision where Scotland’s heritage is valued by everyone, and protected, now – and for future generations.

Our objectives 

Any strategy starts with a question: why are we here? 

For us the answer is simple, and it is spelled out in our connected objectives:

  • To protect and care for Scotland’s heritage
  • To provide opportunities for everyone to experience and value Scotland’s heritage
  • To promote the benefits of heritage  
  • To create an efficient and sustainable business which supports our conservation needs  

The world is changing, and to keep up with it, we need to be future fit. We need to be fit to carry on protecting and promoting Scotland’s heritage for visitors now and tomorrow. We know that people are more likely to  value Scotland’s heritage if they’re able to experience it; and once they value it, they’ll want to protect it. 

Over the last two years we have been laying the foundations for this strategy. We have restructured and strengthened our teams and invested £14 million in priority projects to improve the visitor experience. On the following pages, you will read about how we’ve already invested in change and what we’re going to do next. You’ll hear from just a few of our people who are charged with making it happen. 

This strategy will provide us with renewed focus. 

With your help we can realise our vision where Scotland’s heritage is valued by everyone and protected now and for future generations. 

Download

A framework to help everyone benefit from protecting Scotland’s heritage, and what we aspire to do over the next five years.

Children learning about nature from one of the Glencoe ranger team
Children learning about nature at Glencoe

Our big ambition

Protect

  • We’ll improve the condition of heritage in our care. 
  • We’ll change the way we work to reduce our carbon footprint. 
  • We’ll speak out to protect Scotland’s heritage when it is threatened. 

Experience

  • We’ll help more people to learn about our heritage. 
  • We’ll welcome more visitors, more often. 
  • We’ll tell stories in new and exciting ways. 
  • We’ll help people and communities to get more from our landscapes, activities and places. 

Promote

  • We’ll keep talking to policymakers so that Scotland’s heritage can benefit more people. 

Support

  • We’ll increase support so that we can invest more in everyone’s heritage. 

Our targets

Weehailes playpark at Newhailes

£57 million of improvements

To spend £57 million improving the visitor experience and condition of heritage in our care.

Visitors in the grounds of Falkland Palace

5 million visitors

To increase annual visitor numbers to more than 5 million.

Hillwalker admiring view at Glencoe

490,000 members

To build support through membership to more than 490,000.

Hill House restoration campaign

£10 million donated

To increase support through donations to more than £10 million.

Children enjoying campfire

100,000 people learning

To create active learning experiences for more than 100,000 people of all ages and backgrounds each year.

100 ways

in which we’re loving and protecting Scotland, for you.

More