Highlands Hospice:  Over 540,000 impressions drive fundraising success through email signature banners

One-to-one email is a vital communication channel for Highland Hospice, supporting awareness, fundraising, volunteering, and education initiatives.

However, before implementing Rocketseed, the organization faced several limitations that reduced the impact and efficiency of its everyday email communications:

• Inconsistent email signatures across staff, with varying formats, fonts and images
• Manual signature updates, slow and difficult to roll out organization-wide
• Limited ability to promote campaigns or embed links within email signatures 
• No effective way to segment messaging by sender or target audience group
• Time-consuming management of signature updates and campaign changes

As a result, Highland Hospice needed a solution that would ensure brand consistency, simplify signature management, and unlock email as a more powerful channel for targeted campaign promotion. 

One-to-one email is a key B2B communication channel for A-Gas, but – before implementing Rocketseed – managing 461 staff signatures in Microsoft 365 was a hugely time-consuming manual process for the company’s employees and marketing team.

• Manual signature updates: Each employee’s signature had to be updated individually, including branding and contact details.
• Ongoing growth challenges: The company’s steady expansion meant continually adding accurate, on-brand email signatures for new hires and newly-acquired teams.
• Brand and compliance risks: Maintaining brand-compliant signatures and accurate contact details across a geographically dispersed workforce with multiple devices became increasingly difficult, putting the company’s established brand image at risk.
• Missed marketing opportunities: With thousands of emails sent each day, A-Gas was missing the opportunity to reinforce its promotional and environmental messaging through employee signatures.

This manual process took significant time and effort across A-Gas’s growing and constantly evolving organization. As the company expanded through growth and acquisitions, these challenges threatened brand consistency, accuracy, and operational efficiency.

Highland Hospice uses Rocketseed to centralize email signature management, strengthen brand consistency, improve update efficiency, and turn everyday email into a high-impact, targeted and trackable campaign channel. 

Consistent, centrally managed branding

Rocketseed’s centralized control removes reliance on individual staff to update their own signatures, not only saving time but also guaranteeing consistent branding across the whole Highland Hospice team’s emails . 

Engaging, clickable campaigns

The team’s email signatures now include dynamic banners and social media links that actively drive engagement. Recipients can easily connect with Highland Hospice across multiple social platforms or click through to key fundraising and volunteering initiatives.

Targeted messaging at scale

Using Rocketseed’s segmentation capabilities, Highland Hospice can assign specific banners to different sender groups and target highly relevant messaging to different audiences, while running multiple campaigns simultaneously.

Fast, flexible campaign updates

Highland Hospice’s team can now centrally update signature banners in minutes, allowing them to activate messaging for time-sensitive fundraising events and activities at short notice, while continuing to run longer-term awareness and volunteering campaigns.

Built-in compliance control

Centrally controlled email disclaimers ensure all the charity’s outgoing emails meet confidentiality and compliance requirements. Rocketseed itself is GDPR compliant and ISO27001 certified. 

Highland Hospice email signature example

This sample signature design embodies the Highland Hospice brand through its bright color palette, distinctive flower logo, easy-to-read font, and even an image of its inpatient unit. It also includes clear contact details, clickable social media and website links to drive engagement, as well as a comprehensive legal disclaimer to support confidentiality and compliance.

In the past year, Highland Hospice has significantly expanded its use of email signature banner campaigns, achieving:

• 17,000+ unique recipients reached

• 540,000+ campaign impressions

This has substantially increased the visibility of fundraising, volunteering, and awareness initiatives through routine day-to-day email activity.

Performance data also shows that fundraising-focused campaigns consistently outperform service-led messaging, particularly those linked to mass participation events. These insights are now helping shape Highland Hospice’s future campaign and communications strategy.