Results we achieved

The outcome was that we successfully helped the Trust achieve it’s goal.

  • The donations secured 700,000 square metres of iconic land.
  • 40+ flower and grass species per square metre.
  • 1939-45 wartime relics and home of historic Wanstone Gun Battery.


A national institution formed back in 1895, The National Trust has a mission to “look after the places you love, from houses, buildings and gardens to coast and countryside.”


The White Cliffs Appeal Campaign had a very tight turnaround but was for a great cause and needed a quick response - which we duly delivered.  The campaigns aim was to secure a large amount of land immediately behind the clifftop and to try to achieve a target donation value of £1million in just three weeks.  A tall order indeed!

The personalised direct mail campaign had to be designed and deployed quickly, ensuring it hit home with the key messages, had an easy mechanism to respond – both on and off-line – and required attention to detail with the data and personalisation needed within the piece.

With the Prime Group’s input throughout; advising on the format, design and sizing of the piece to ensure cost effectiveness and speed of production we printed, personalised and mailed the campaign in a very quick turnaround to give as much time for the recipients to donate as possible. 


The National Trust was overwhelmed by the support and generosity of the public who donated. The campaign has been cited as one of the Trusts most successful in recent years, in terms of the value of donations raised in such a short period of time.


Feedback from the Trusts White Cliffs team:

"We have been absolutely blown away by the public’s response to our appeal. Over 17,500 people have made donations in the last few weeks and thanks to their generosity, this wonderful landscape now belongs to the nation, for ever."  -  Virginia Portman, White Cliffs General Manager.

"My thanks to everyone who embraced the campaign to protect this National icon. The White Cliffs of Dover are a significant landmark and it is so encouraging to know that they will now be protected for future generations. " - Dame Vera Lynn.

"Thanks for everything you and Jo and the team at Prime have done - we couldn’t have achieved this mailing without your support throughout." 
- Louise Ashley-Cox, Senior Marketing Campaign Executive.