National Trust bids for North West Welsh coastline
Howard Lake | 10 August 2010 | News
The National Trust has launched a fundraising appeal to help it acquire a stretch of coast on the Llyn Peninsula in North West Wales. The charity says that the area is “at risk from unsightly and inappropriate tourist development”, even though it is “home to endangered wildlife [and] rare fauna and flora”.
It is approaching its members and existing donors of its 45-year-old Neptune Coastline Campaign with a direct marketing appeal to help secure the funding.
Direct-to-digital agency TDA has devised the fundraising campaign, targeting National Trust supporters who want to protect the ecology of the area, those who want to conserve the unique and traditional character of the coast, and those supporters who might consider visiting in the future.
The direct mail campaign directs people to a microsite where they can learn more about the importance of the peninsula from an ecological point of view, as well as the threats it faces from over-development.
The Trust has designated this a “priority appeal”, with just 51 days to find the total. Visit Wales has agreed to cover half of the acquisition cost, if the other half can be raised by supporters.
David Burrows, Head of Fundraising at TDA, said: “We have developed a multi-layered campaign that strikes an emotional chord whilst conveying the bigger issues facing this coastline. The Llyn Peninsula is a true jewel of the UK’s coastline, both ecologically and aesthetically”.
www.neptunecoastlinecampaign.org.uk
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.