The National Trust is launching an appeal to raise £1.2m to help safeguard the future of one of the most iconic stretches of the British coast, the White Cliffs of Dover, as part of its Neptune Coastline Campaign.
Marketing agency TDA is working with the charity to create direct response activity to support the appeal and motivate existing Trust members to make a donation.
The Trust already cares for 7km of the White Cliffs, but an opportunity has arisen to acquire and protect another crucial 1.35km stretch. It needs to raise the money to complete the transaction before the end of the year.
People who support the appeal can have their name carved into the Trust’s virtual White Cliffs of Dover, and share the image via social media.
“The White Cliffs are an important part of our cultural identity, a really special place that evokes a potent mix of patriotism and nostalgia in many people,” said Caroline Bowyer, Neptune Coastline Campaign manager at the Trust. “Our aim is to protect the cliffs forever, whilst allowing open access for visitors and enhancing the biodiversity of the natural habitat. Membership fees only cover about a third of our annual costs, so fundraising is very important to help us do our work.”
TDA account manager Alex Straube added: “This campaign works powerfully at an emotional and a rational level to communicate the urgency of the appeal. The message we are trying to convey is ‘if you love them, help us save them’.”
