A few years back I replied to an email from a lady who had visited Glenmore from the USA back in 1969, and had been put up for the night in Reindeer House by Mikel Utsi. She remembered meeting a pure white reindeer in the pen behind the house (what is now the Paddocks), and from our herd records I could tell this must have been Snowflake, one of the first ‘leucistic’ reindeer in the Cairngorm herd.
We corresponded a bit and Sharon, who is an author and public speaker, then came back to visit Scotland again that summer, returning to the Reindeer Centre once more, and has stayed in touch since through becoming an adopter (picking a descendant of Snowflake as her adoptee!). Her unexpected encounter with a reindeer back in the 60s sparked a life-long interest , and she has gone on to write a book about her early travels and her time since spent amongst reindeer herders all over the world. She wrote a wee blog for us too a couple of years back too.
In 2019 Sharon gave lectures on reindeer on Viking ocean cruises, using a mixture of photos she has taken and ones we have provided, and in 2022 the lecture was recorded for Viking TV. And here it is!
I imagine that there might be quite a few ‘newbies’ to the reindeer herd and to our social media pages just now, being as Christmas is the busiest time of year for our reindeer adoption scheme. Several hundred people will have had an A4 white envelope under their tree on Christmas morning last month, with a brand new, shiny reindeer adoption tucked inside. Hopefully some of those people have since tracked us down online to see what on earth they’ve just become part of… I thought I’d write a little bit of an introduction to us, and primarily to the adoption scheme, to shed some light on what we’re all about. So if you’re ‘new’, then welcome!
We have the only reindeer herd in the UK whose reindeer are in their natural habitat, and who spend at least some of each year living out on the mountains in complete freedom, with no fences to be seen. Reindeer are native to the UK but died out here thousands of years ago, and our herd was re-introduced from northern Sweden in 1952. We’ve been running guided walks out to see and feed them on the hill ever since.
Guided walks form a large part of our income, directly supporting the management of the herd, but we have several other ways of earning money too – one of the main ones being the Support Scheme, the income from which is all ploughed back into the upkeep of the herd. This was started in 1990, and I see from our database records that we still have two adoptions that were originally set up in 1990 which are still going today, in their 30th years! We have about 1200 adopters in total just now, having had over 9000 adoptions in total over the years.
I think the biggest appeal of our adoption scheme, in comparison to those available for other animals, is that we still hand-write the majority of our correspondence to our adopters. No printed packs pulled off shelves and ready to go for us… Maybe it makes it a bit less ‘professional’ but I feel it’s so much more personal, and there can be very few animal adopters in the UK who receive a personal letter direct from the people who look after ‘their’ adoptee (complete with spelling mistakes and the likes!). A generic typed letter must be so much more the standard nowadays. Perhaps we’re just old-fashioned here at Reindeer House.
In the run up to Christmas, all hell breaks loose here in the office. Adoptions, both renewals and new ones, start pouring in and reindeer herding becomes a delicate balance of outdoor work, dealing with visitors, and frantically making up adoption packs. I liken them to a tide, at times threatening to overwhelm us and at times receding as we battle them under control. In November and December the tide never recedes for too long though, before returning with fury. There was a memorable Friday this Christmas just past when we started the day with 30 adoptions waiting to be made up, several of us then working at them pretty much all day, and finished the day with 45, as they came in faster than we completed them! Panic stations.
Along with the yearly adoption pack come the two newsletters, printed in June and October and posted out to everyone. By snail mail – we’ve not really got on board with the idea of emailing digital copies yet. Lots of our adopters are in the “mature” category too, many of whom don’t use email regularly. And to be honest, sometimes the old fashioned ways are much more straightforward – give me printed material over PDFs anyday. Don’t even get me started on whether direct debit is an option for renewing adoptions or not… (Our computers, and my brain, would melt.)
Along with the pack and the newsletters, adopters also get one free admission each time they visit. For some this is never, for some, multiple times a year. We also always do our best to ensure adopters get to meet their adoptee when they visit too if they give us advance warning of their visit, although this is not always possible depending on the time of year. Nothing beats the delight of hand-feeding your ‘own’ reindeer!
Many adopters have become very familiar faces to us now, and with the rise of social media, friendships have formed between adopters. On the subject of social media and the internet in general, gone are the days when adopters saw one sole photo of their reindeer per year. Now we do our best to be relatively active online, posting photos regularly and (no surprise here) blogs. A social media course told us a few years back that, as a business, we should be blogging regularly, so we started doing so every Friday, and have not missed a week yet. All hail the ability to ‘schedule’ blogs far in advance, meaning there’s not a last minute panic!
So thank you, each and every one of all you adopters! You help fund every aspect of the herd and the company (including paying our wages 😉 ) and enable it to be so successful, and your generous support is NEVER forgotten. And if this has whetted your appetite and reindeer adoption sounds like the thing for you, more details can be found on our website.
Here’s to the next 30 years of reindeer adoptions!
Newsletters. The very word strikes alarm into the heart of a reindeer herder. Twice a year, our very outdoorsy, active job becomes a little more office bound for a few days, as we frantically scrabble to prepare, write, and compile about 3000 words into a comprehensible piece of A3, and then mail it out to our supporters of the herd, each of whom ‘adopts’ one of our reindeer. Or more than one, and in the case of one particular adopter (you know who you are…) – six!
We send out the newsletter twice a year, in late June and late October. The June one isn’t usually as fraught as the October one, which coincides with a hectic time of year for us: calf halter training, reindeer sleigh training, the run up to the Christmas tour and the October half term. Over time they have evolved from a single, black and white sheet to a glossy, double-sided and full colour affair. We always include info about each adopter’s particular reindeer in June, but over the years as the support scheme grew, this became too much for us to cope with in October and now we send a photo of the herd instead, with a little info on the back.
There’s no fancy computerised system for us though, we instead trawl through the filed adoption slips for each year of adopters, bit by bit double-checking the info on the form and the printed label is correct, and combining a newsletter with the correct photo or info slip – and then lots of envelope stuffing ensues! When I started working here, years ago, newsletter time seemed to go on for weeks, but now it is a matter of days, usually driven by panic by the amount of other work building up that is on hold. Newsletters come first for a few days! There always seems to be one envelope that floats around the office for a few extra days, with a scribbled post-it on it saying something like ‘can’t find form in folders!’, or ‘why isn’t this on the database!!!!’.
While we do our best to save paper and only send one newsletter to each person who adopts more than one reindeer, there’s no way for adoptions to be easily linked together, so it relies purely on the memory of person working their way through the filed forms, one by one. Many of us recognise most adopters’ names straight away, and the office talk will involve lots of ‘hang on, I think these guys adopt someone else too. Where’s their other form?!’. Often punctuated with ‘bugger, I forgot they adopted so-and-so too. It’s been posted already…’. So if you receive two separate newsletters in the post, bear with us, one day we’ll get it right! (and on that note – if you spot anything wrong with your address, do drop us an email so we can correct it!)
And then, finally, comes the mission of franking all 1000 plus envelopes. A mind numbing job, but quite soothing as the machine beeps away – known to us as ‘the franking song’. The beeping ditty is stuck in the head of the unfortunate herder tasked with this job for the rest of the day.
So hopefully by now (or within the next few days at least), you adopters out there should have your shiny new Oct 2015 newsletter in your hands. And if don’t adopt a reindeer, and want to get your paws on one of these hallowed pieces of literature (ha!), then there’s only one way to do so. Now, where’s that adoption form got to???