National Trust puts 5m into digital marketing and communications

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%20National%20TrustThe 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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here