The National Trust is contacting 200,000 members and previous donors with an urgent appeal to raise funds for coastal heritage projects on Brownsea Island off the Dorset coast.
A direct mail campaign devised by TDA launches this week. It tells the story of the island and outlines some of its unique natural, cultural and anthropological characteristics. The appeal highlights how Brownsea Island is at the mercy of the sea, explaining how and why the National Trust wants to protect its history.
A campaign microsite, also created by TDA, gives more detail to the story and includes video vox pops as well as walk suggestions and photographs. Supporters are encouraged to engage with the appeal online, submitting their own pictures and memories of the island.
The objective is to prompt this audience to give a cash donation to the charity’s Neptune Appeal, which is dedicated to the UK coastline.
National Trust giving programmes manager Catherine Weaver said: “Brownsea Island is a true jewel in the crown of the UK coast. It has such a wonderful depth and breadth of heritage, with remnants of early industry and a breath-taking landscape. We can’t stop the natural process of erosion, but we can catalogue and protect some of these very special and important features, as well as enhancing visitors’ enjoyment of the island with work to restore footpaths.”
TDA senior account manager Bex Lewis said: “We have carefully timed this campaign to reach supporters during the summer when they may be visiting coastal sites in the UK, or remembering seaside trips they have taken with their families in the past. This brings additional ‘warmth’ to the environment for the appeal, enabling the proposition to have greater resonance.”
