National Trust to pool DM account

The National Trust has kicked off a direct marketing agency review as part of plans to pool its business into a single agency.
Agency Insight is handling the review, and the account will include fundraising, membership, loyalty and legacy marketing.
The Trust currently uses a number of agencies including MBA, which handles customer acquisition. TDA, DMS, Watson Philips Norman and the Domain Group have all worked on fundraising activity in the recent past. An agency is expected to be appointed by June.
The charity was founded over 100 years ago by three Victorians, and now has more than 3.5 million members. As well as historic houses and gardens, the Trust also protects a vast array of other sites, including coastlines, forests, woods and even villages and pubs.
It recently appointed 18 Feet & Rising to develop a brand strategy to widen the charity’s appeal to a new audience.
Last summer, the Trust launched a 200,000-strong mailing to members and previous donors with an urgent appeal to raise funds for coastal heritage projects on Brownsea Island off the Dorset coast. Created by TDA, appeal highlighted how Brownsea Island is at the mercy of the sea, explaining how and why the National Trust wants to protect its history.

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