1. Portrait of the Nation
An integrated
campaign
Catrin Tilley
More Partnership
Director of External Affairs, National Galleries
of Scotland
September 2012

2. Portrait of the Nation
a unifying theme
Portrait of the Nation
A capital Campaign – £17.6 million to refurbish and re-
invent the Scottish National Portrait Gallery
Scottish National Portrait Gallery
Portrait of the Nation – telling the stories of Scotland
through the visual arts

4. The results
• £19 million raised
• 200,000 visitors in 5 months – annual target 300,000
• International press coverage – USA, Australia, Far East
• Museum of the Year Finalist
• Most Innovative Fundraising campaign shortlist
• RIBA and RIAS awards for architecture

5. The Case Statement
We will redefine the Scottish National Portrait Gallery for the 21 st century. The reinvented gallery will be
a true Portrait of the Nation – a unique, responsive and essential portrayal of Scotland which will
fascinate, stimulate and engage.
Objectives
1. Unleash the potential of the collections, with
a new focus on photography and on Scottish art
2. Position our visitors’ enjoyment, inspiration and
education at the heart of all we do
3. Recover the vibrant character of our magnificent
Arts and Crafts building
4. Exploit the dynamic interplay between our building
and our displays
5. Create a unique forum for Scottish cultural debate
and engagement
These aims are inherently interconnected: each, taken singly, has a direct and positive impact on the
others. Achieving all five objectives will produce a dynamic and creative fusion, with a powerful identity
within and beyond the NGS, and a reach and relevance throughout Scotland. This will be our Portrait of
the Nation.

6. Goals for Campaign
• Keep existing visitors engaged with project
• Create buzz and excitement to appeal to new visitors
• Create interest and credibility for fundraising
• Attract donors to give to project

7. Tools for the Campaign
• Research
• Workshops
• Focus Groups
• Internal communications
• Events
• Online presence
• Materials
• Branding

8. 4 Components to Campaign
• Fundraising
• Press and PR
• Digital
• Opening Campaign

9. Fundraising
Statutory Funds HLF and Scottish Govt. £12M
Major Donors £6M
Public Fundraising £1M
•Frieze Campaign
•Stars Campaign
•Put Yourself in Picture

13. Press and PR
• Interviews and stories at key moments Farewell Festival
• Graffiti Exhibition in empty building
• Portrait of Nation exhibition
• Return of Building, refurbished
but empty
• Rebranding of Portrait Gallery
and NGS

16. Rebranding NGS

17. Digital
• In Gallery digital – Faces and Places
• Blog from project team
• Fundraising Online – Stars and PYIP
• E Newsletter
• Rebrand website
• Digital donor recognition in gallery and online
• Social media – portrait pup

21. Opening Campaign – the final
push
6 week campaign – starting two weeks before opening
•Press previews, journalist tours, PR agency
•Marketing campaign, posters, ads, bus and taxis
•Donor recognition/last push for donors
•Donor, Friends, Stakeholder Tours – 2 weeks of previews
•Opening ceremony
•Donor opening events
•Month of special events, education, friends and events

28. KPIs and Evaluation
• Visitor Numbers – in galleries and online
• Visitor Profile – evaluation
• Visitor Comments
• Funds raised by initiative/cost
• Donor feedback
• Press coverage, amount and type
• Formal evaluation process for whole project, with focus
groups, workshops, data collections and business review

29. Management Structure for Portrait of the
Nation
Steering Group
Chair: Director-General
Project Group
Chair: Director of Portrait
Gallery
Audience Development & External Affairs
Supporters Communications Heads of Department
Chair: Director of External Affairs Meetings
Fundraising Operations Group
Chair: Director of External Affairs
Volunteer Fundraising
Committee
Chair: Senior Volunteer

30. Key messages
The Scottish National Portrait Gallery re-opens on the 30 th November,
St Andrew’ Day, 2011
The new Scottish National Portrait Gallery is about
•Scotland – it tells the stories of Scotland and its people
•Rediscovering outstanding national collection built up over 100 years
•A majestic building – the first purpose-built portrait gallery in the
world, now beautifully restored
•Free entry for an amazing experience for all visitors