For more than six decades, the National Trust has been at the forefront of efforts to protect Britain’s coastline. What began in 1965 as the Neptune Coastline Campaign has grown into one of the most successful environmental fundraising initiatives in the world, safeguarding hundreds of miles of coastal land from development and erosion. Today, the Trust cares for over 890 miles of coastline across England, Wales and Northern Ireland, much of it acquired through the generosity of public donations and legacies that continue to shape the future of the nation’s shores.
When the campaign launched, its aim was simple but urgent – to save threatened stretches of coastline from being lost to private development. The first success came with the purchase of Whiteford Burrows on the Gower Peninsula in South Wales, setting the tone for a movement that would soon capture the public imagination. Over the years, the Neptune campaign has raised more than £114 million, and around three-quarters of the coastal land now under the Trust’s care has been secured through this dedicated fund. The result is a legacy of access, conservation and beauty that remains open to all.
But the coast is changing. The challenges of the twenty-first century are no longer limited to ownership or development pressures. Rising sea levels, stronger storms and increased coastal erosion are reshaping the shoreline at an unprecedented pace. In response, the National Trust’s focus has evolved; from acquisition to adaptation. Many projects now combine conservation with innovation, helping nature and people adapt to a changing climate while protecting vital habitats and heritage.
At Birling Gap in Sussex, for example, ongoing cliff erosion has forced the Trust to rethink how visitors experience the coastline. Facilities have been relocated further inland, creating safe public access while giving natural processes the space to continue. Elsewhere, in Essex, the Trust is working on Northey Island to restore saltmarsh using dredged sediments, allowing natural defences to reform and biodiversity to return. These initiatives demonstrate how fundraising is being used not just to preserve the coast but to enable it to thrive in the face of environmental change.
The work also extends to managing visitor impact and improving access through responsible design. Maintaining coastal paths and infrastructure now costs around £3,000 per mile each year, much of which is supported by donations. From rebuilding steps and boardwalks to planting vegetation that stabilises dunes, every contribution helps protect both the landscape and the visitor experience. The Trust’s long-term vision is one of coexistence, where coastal communities, wildlife and visitors share the same space sustainably.
What makes the campaign remarkable is the enduring public connection it fosters. Each stretch of land purchased through Neptune carries with it a story of collective care: of individuals, families and communities who have chosen to invest in the future of Britain’s coastline. Whether through small local fundraisers or significant legacy gifts, the combined impact has been transformative. It has ensured that some of the UK’s most iconic landscapes, from the white cliffs of Dover to the Cornish headlands and the beaches of Northumberland, remain free from commercialisation and open for all to enjoy.
For the built environment and construction sector, the Trust’s work offers valuable lessons in resilience and stewardship. Coastal protection now depends on creative design solutions that balance access with safety and conservation. Projects often involve collaboration between engineers, landscape architects, ecologists and local authorities to adapt buildings, pathways and flood defences in ways that respect both the natural processes of erosion and the human need to connect with the coast. It is a model that places sustainability and community at the heart of development.
Sixty years on, the National Trust’s commitment to the coast has never been more relevant. As climate change continues to test the resilience of the landscape, the organisation’s message is simple: protecting the coastline is a shared responsibility, and one that requires ongoing support. Through the enduring success of the Neptune campaign and the generosity of those who contribute to it, the Trust continues to prove that the future of Britain’s coast is not just a matter of conservation, but of collaboration between people, place and time.
Written By: Lee-John Ryan
