The National Trust is asking supporters to donate to its appeal in support of its response to the severe flooding that affected the Lake District in November 2009. The charity is hoping to persuade supporters to make a one-off donation towards the £300,000 needed to prepare for the likelihood of future floods. In some instances, buildings may need to be relocated entirely.
Direct-to-digital agency TDA has devised the campaign which highlights the scale of damage to iconic properties and countryside whilst detailing immediate and long term protection priorities. The campaign reminds supporters that 12 inches of rain fell in 24 hours, prompting decisive action from National Trust staff and volunteers.
“We protect and manage around 25 per cent of the Lake District National Park,” explained Louise McRae, Head of Direct Fundraising at National Trust. “Many of our supporters take holidays or short breaks in the region, so we know it is close to their hearts and that they are likely to want to help safeguard its future. The extensive damage to footpaths, dry stone walls and landmark buildings such as Wordsworth House was unprecedented. There is still a lot that we need to put right, and we also have to implement measures to minimise risk during future floods.”