The National Trust is launching a digital marketing division as part of a £5m push to put the internet at the “heart of its communications”.
The charity plans to invest £5m overhauling its digital strategy over the next two years and will then allocate £2m to the department each year. The move is part of a five-year engagement programme to improve communication with its members.
Nick Burne, head of digital media at the National Trust, will lead the new division. The charity is looking for a top e-marketer to report to him. It has created 25 jobs in the new department.
Burne says the charity is not looking for a digital agency and will use its “in-house team of experts”. He adds/ “We are building up the internal expertise so it is almost like an internal agency.”
A social network for trust members has been created to boost the charity’s brand identity and encourage users to share photography. The division’s new projects will include streamlining and redesigning the website, advertising and sponsorship pilots.
Burne adds: “It’s not just doing it for the sake of setting up a social network; it’s letting people communicate about important issues.”
The plans follow a 12-month review by consultancy company Think Consulting Solutions.
The National Trust is a charity and is completely independent of the Government. It has 3.5 million members and says 12 million people visit its pay-for-entry properties each year. It also looks after forests, woods and nature reserves.