# National Trust launches £1.2 million appeal for White Cliffs of Dover

- Link: https://fundraising.co.uk/2012/06/27/national-trust-launches-12m-appeal-white-cliffs-dover/
- Published: 2012-06-27T13:10:11+01:00
- Author: Howard Lake

**The National Trust has launched a £1.2 million fundraising appeal to try to secure
the long-term future of the world famous [White Cliffs of Dover](http://www.nationaltrust.org.uk/get-involved/donate/current-appeals/white-cliffs-of-dover-appeal/)
in Kent. **

The charity, which owns most of the stretch of coastline, aims to ensure public 
access to the whole length of the White Cliffs, and to help improve its habitat 
for wildlife.

This is the charity’s biggest fundraising campaign for a coastal project to date.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

If the appeal is successful it will secure the remaining section of just under one
mile which overlooks the port of Dover and giving the charity control over nearly
five miles between its visitor centre and South Foreland Lighthouse. It acquired
its first stretch of land on this part of the coastline in 1968.

Across England, Wales and Northern Ireland the Trust looks after more than 720 miles
of coastline.

Fiona Reynolds, Director General of the National Trust, described the appeal as “
a once in a lifetime opportunity to secure [the Cliffs’] future for everyone to 
enjoy.”

If the appeal failed then “this stretch of coastline might one day be disrupted 
by inappropriate management or development.”

The online element of the appeal invites people to “donate and carve yourself into
the virtual cliffs”, using the pixel advertising method popularised by [Alex Tew and his milliondollarhomepage.com](https://fundraising.co.uk/2005/09/22/student-makes-43000-online-selling-space-his-web-page/).

The hashtag **#whitecliffs** will be used on Twitter to keep people updated about
the progress of the appeal.

 * **[National Trust receives record donation of £4 million from HSBC](https://fundraising.co.uk/2021/05/22/national-trust-receives-record-donation-of-4-million-from-hsbc/)(
   22 May 2021)**

 * **[The story of Save the Children's No Child Born to Die campaign](https://fundraising.co.uk/2012/07/05/story-save-children039s-no-child-born-die-campaign/)**(
   5 July 2012)
 * **[Research confirms online donors are influenced by how much others have given](https://fundraising.co.uk/2012/07/19/research-confirms-online-donors-are-influenced-how-much-others-have-given/)**(
   19 July 2012)
 * **[War Child emergency Syria appeal radio advert](https://fundraising.co.uk/2012/08/23/war-child-emergency-syria-appeal-radio-advert/)**(
   23 August 2012)