Adoption Packs
It was considered that to encourage people to donate to a wildlife scheme a lot of charities send out adoption packs as a reward for giving money. It was found that for donating different amounts people received varying things, with the more you donate the more / better the thing you receive.
Prices for adoption schemes vary however these usually are in denominations of ten or five. They can be one off payments or subscriptions done on a monthly basis. Allowing people to adopt a specific thing allows the giver choice and personalisation over what they want to support and how much they can afford to give. This means a wider variety of people are likely to feel they can support the scheme if there are options for them.
The Wildlife Trusts - Adopt an animal
The Wildlife Trust has adoption packs for a range of native wildlife.
To encourage people to donate there is a short paragraph about how you are helping that specific animal allowing the giver to have more understanding of what they are giving their money to.
There are a range of different campaigns that are centred around that animal at different prices allowing the giver to have choice over how much they want to spend. The adoption packs can also be bought for someone else as a gift.
The adoption packs come in a box making them a gift / present to look forward to receiving. Each pack is centred completely around the animal that the person is supporting. The range within the box uses a similar colour scheme throughout which reflects an aspect of the animal e.g. the doormouse pack uses orange which reflects their fur colour. This use of colour complements the images of the animal within the pack. The images across the range are often full bleed and show the animal in an attractive way to create an emotive design. The repetition of certain elements across the range creates a consistent design.
Things within the adoption packs:
- Welcome letter
- Fluffy toy
- Fact sheet
- Adoption Certificate
- Activity book for children
- Glossy Photo
- Greeting Cards
- The story of your animal throughout the year
- Poster
RHS Gift Membership
Gift membership has duluxe packaging which uses vintage inspired illustrations throughout all the promotional material within the pack creating consistency. Each material has a different design on creating a sense of the variety of plant life on show. Although all different designs the cropping of the images in similar ways creates a similar aesthetic across all the material. Having an cream coloured background to the illustrations complements the designs and allows them to stand out making the design not busy when type is included.
Things within the membership:
- Member and guest access
- Luxury Postcards
- Seed packets
- Voucher
- Tote Bag
WWF Adoption for an Animal
Outlining the problem in an emotive way at the top of the page makes it clear why these animals need help making the giver want to donate.
Telling the giver how they are helping and making a difference makes it more personal like they are being spoken to as an individual.
The pack contains:
- cuddly toy
- regular updates
- fact pack
The Highline Adopt a Plant
The Highline in New York is a garden on an old railway through the city. People can support the project through adopting a plant along the line for a year which raises funds for the upkeep of the space.
To encourage people to donate their is a description of each of the plants, telling the giver when the plant is at its best, its features, what wildlife it supports and where it can be seen along the line. All this information allows the public to have a greater connection with what they are giving their money to creating a sense of ownership.
The adoption pack contains a certificate of adoption and a photographic print of the plant.
The Highline also allows people to donate a certain amount of money per month with different amounts having different benefits.
Things within a Subscription plan can include:
- Limited edition tote bags
- Signed photographic prints of The Highline
- Invitations to events
- Umbrella
- Discounts on merchandise
- Membership Card
- Map of the Highline
- Notification of events
- Magazine subscription
- Key Ring
Common things within a range of Adoption and Subscription plans
Common things for a subscription or membership service include:
- Giving as a gift
- Adoption focuses on a specific thing e.g. plant or animal
- Variable gifts depending on a subscription
- Materials include, toy or print, certificate, newsletter
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