The charity has hired direct agency Domain to target both members and non-members to encourage them to donate money toward various renovation projects.
The DM agency has been tasked with managing 12 regional and national projects over the coming year, some of which are niche and others more general.
Domain is working on a national appeal to raise funds for the Lake and Peak Districts, as well as the Yorkshire Moors and Dales. The agency was appointed following a four-way competitive pitch against three undisclosed direct agencies.
As part of the process, the agency worked on a regional appeal for Wicken Fen. Some 99% of the fenland has been lost.
The National Trust is responsible for maintaining 612,000 acres of land, 600 miles of coastline and 300 historic houses and gardens, as well as
a further 300 built sites. It attracts 12.6 million paying visitors and an additional 50 million people to its free sites each year.
The National Trust spends £2m a year on direct activity and is attempting to build a friendlier image by drawing attention to some of the unique stories involving its properties and gardens.
In February it launched a press and radio campaign to increase the number of visitors to sites including Tudor villages and country houses.
The ads, created by Banks Hoggins O’Shea/FCB, were designed to bring the UK’s heritage to life .
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