The National Trust – Proposition Development and Fundraising Copywriting

Like hundreds of thousands of parents around the UK, I have counted the National Trust as a much-valued and reliable friend over the years.

The days out meeting up with fellow parents, the imaginative activities for kids, the protection of natural landscapes that the whole family can enjoy.

It was no surprise to learn that the National Trust website is the most visited of all UK charities. The National Trust is, of course, a national treasure.

So, hot on the heels of our work together on their Adopt A Plot fundraising proposition and messaging, it was a thrill to be asked to write the copy for their Spring Appeal.

What a joy.

Red squirrels scurrying around woodlands in Anglesey, peregrine falcons screeching around the cliffs County Down, bees and butterflies busily pollinating plants in Kent. Spring is a wonderfully revitalising time for nature – and makes for a delightful brief.

The challenge was to balance these warm, evocative associations with the urgent need for funds to address species decline, polluted rivers and diminished woodland and meadows.

I was thrilled with the client’s feedback:

"10/10 – Your friendly and approachable nature made the process swift and calm. You brought a fresh perspective to our appeals, helping us breathe more life into our storytelling.

Your writing style aligned perfectly with our tone of voice, meaning minimal edits were needed. We initially wanted to test the impact of working with a professional fundraising writer. While the results are still coming in, I can already see it was the right decision.

You identified ways to write more persuasively and from a different perspective, which was invaluable. It was absolutely worth it for what you produced."

Jennifer Park, Fundraising Officer (National), The National Trust.

The appeal was also a lovely gateway to several more projects in areas including Legacy Fundraising, Mid-Value proposition development and High-Value report writing.

Getting to know the Trust’s brand and helping bring it to life for several different audiences has been a real privilege. I’m looking forward to continuing our strong working relationship.