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National Trust to invest £4.6m in 'e-roadmap' 2

Fundraising | Gemma Ware | 28 May 2008

The future is digital for the National Trust. Gemma Ware finds out why it is creating a digital media department and employing a team of 25 in-house specialists.

Picture this. As you walk through the gates of a National Trust property, your phone buzzes in your pocket. A welcome message directs you to a mobile web page where you can find extra information about what to do during your visit and download an audio guide. No need to search for your membership card either – your phone, with online access to your membership details, will do the trick.

The reality may be a few years away – the plans (and technology) are by no means finalised – but this joined-up visitor experience is part of the Trust’s digital vision. It is not planning to get there half-heartedly, and the trustees have signed off a digital investment of £4.6m over the next two years for phase one of the ‘e-roadmap’, with £2m a year going forward.

Last year THINK Consulting Solutions was appointed to work on a feasibility study, including a survey to examine the digital behaviour of Trust visitors. Results showed members were more technologically savvy than non-members: 93 per cent had a mobile phone, compared to 85 per cent of non-members. They were also more likely to use the internet.

The Trust has spoken to a number of big-hitters in the digital environment, including John Lewis and Sky, who said in-house expertise was key. As such, THINK’s Nick Burne has been seconded in as head of digital media, the team is to be expanded from 3.5 people to 25.

“It’s about building up our supporter data to be able to target by location what type of things they’re interested in and to give them a web presence and a digital experience that’s totally personalised to them”, says Burne. “The vision is for them to go to the website and it totally personalise the content based on where they’ve been before.”

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