National Trust to invest millions in digital output

The National Trust is creating 21 jobs with the launch of a new digital media department.

Trustees have agreed to invest nearly £5m over the next two years to overhaul the National Trust’s digital output. The department will have a budget of £2m a year thereafter.

The department will implement a five-year ‘e-engagement programme’ to improve digital communication with the charity’s 1.7 million members.

The move comes after a 12-month review by consultancy firm Think Consulting Solutions.

“Until now, our digital capability has been relatively weak,” said Luke Whitcomb, member and visitor marketing director at the National Trust. “We had a small web team that operated on the fringes of our marketing communications and struggled to meet the demands of the organisation.”

The new projects will include streamlining and redesigning the website, creating a user forum, advertising and sponsorship pilots, implementing a user-friendly content management system and a network for legacy pledgers and tribute donations.

Jason Potts, director of digital activities at Think, developed the programme with Whitcomb. He said: “Too many charities just will not invest in digital communications, nor will they bring digital communications right into the centre of their operations. The National Trust has done both of these things and it is going to serve it well over the next five years.”

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