The National Trust goes direct to save 'gateway' to 18th century
The National Trust is working with TDA on an urgent campaign to save Buckinghamshire's New Inn, a rare example of an eighteenth century posting inn, from collapse.
Direct mail will be sent to around 200,000 people to highlight the historical and cultural significance of the inn, while showing the state of its dilapidation.
Existing donors as well as local National Trust members who may not have responded to fundraising appeals from the charity previously will be contacted.
The National Trust is positioning New Inn, built as a gateway to the Stowe estate – regarded by historians as the birthplace of the English Landscape Garden movement – as a "bridge" to the eighteeenth century.
“It really is our last chance to save this remarkable building from collapse,” said Louise McRae, head of direct fundraising at National Trust. "We believe this campaign will appeal equally to our regular donors and to local members in and around Buckinghamshire and Oxfordshire who are less aware of our charity status.”
David Burrows, head of fundraising at direct-to-digital agency TDA, said: "Developing members into donors is always a challenge for organisations like the National Trust.
"However, the charm and significance of this building is immense, and we believe its story will resonate with local members of the charity and traditional donors alike."