Scotland's National Mining Museum
Strategy and execution of the fundraising marketing & communications campaign ‘Be Part of our Future’.
In collaboration with Kirsty Innes PR
The Brief
The ‘Be Part of Our Future’ campaign aimed to support the museum in raising over £450k for the Transformation project to become a world-class visitor destination through emotive and engaging storytelling.
The challenge was threefold: mobilise an existing community of supporters to donate and advocate, reach entirely new audiences who had yet to discover the museum, and tell a story compelling enough to convert both into active champions of the campaign – all through organic social media marketing and strategic communications.
My role was to develop and deliver the full digital marketing strategy for the campaign, translating the museum's deeply personal, community-rooted story into content that could move people to act, share and give.
Services provided:
Campaign Strategy Development
Social Media Management
Short-form & Long-form Video Production
Canva Template Design
The Approach
The campaign was built around authentic, emotive storytelling. Our content aimed to communicate why this museum matters and why its future deserves protecting, through the voices of former miners, community members and future generations.
Working across two campaign phases, I developed the digital strategy, managed the museum's social media channels throughout the campaign and produced a full library of content designed to serve every stage of the donor and visitor journey – from awareness through to conversion and advocacy.
Content deliverables included:
Interview-style short-form videos capturing intergenerational stories from miners and schoolchildren,
a suite of branded Canva templates for campaign consistency,
long-form campaign hero videos supporting the Transformation Project appeal and the Pithead Circle crowdfunding initiative.
The creative concept was grounded in the belief that personal memory is the most powerful fundraising tool, and that the same stories which inspire donations also inspire visits, shares and long-term community connection.
The Results
The campaign successfully converted awareness into action across every intended audience, generating donor support, deepening community engagement and meaningfully raising the museum's profile locally, nationally and internationally.
Key outcomes included a significant increase in social media following, reach and engagement across all platforms, with Facebook remaining the strongest community channel and LinkedIn proving highly effective for reaching corporate partners and potential sponsors with relatively limited resources.
The short-form video content drove meaningful engagement and community participation, with former miners proactively approaching the museum to share their memories after seeing campaign content, a direct demonstration of the campaign's ability to reconnect people with Scotland's mining heritage in a deeply personal way.
Beyond the campaign itself, the work produced a substantial library of content assets, branded templates and evergreen storytelling material that the museum's team can continue to draw on to support ongoing visitor engagement, future fundraising appeals and community outreach.
Watch the Campaign videos
Producing engaging and emotive videos that tell the story of Scotland’s Mining History was a core part of the fundraising campaign. Discover a few of those videos below, or visit the National Mining Museum Scotland YouTube channel for more.