National Trust membership falls second year in a row

The National Trust’s membership has declined again as the charity used paid advertising to try to increase numbers. The Times reports:

There has been a surge in young people becoming members of the National Trust in the past 18 months, and research shows that younger adults are now more likely to visit heritage, landscape and cultural sites than older people.

The charity’s annual report, published on Monday, shows that more than 40,000 people joined its membership for 18 to 25-year-olds in the past financial year, between March 2024 and February 2025, marking a 39 per cent year-on-year increase.

The organisation said initial insights from the current financial year show this trend continuing, with young membership numbers increasing by 16 per cent from the start of March to the end of July.

A young person’s membership costs £4 a month, or £48 a year, and new joiners paying by direct debit can bring a friend free on one of their visits.

The National Trust said the rise in numbers aligns with its findings that young people’s interest in history and heritage is strong, if not stronger than older adults.

Hilary McGrady, the director-general of the National Trust, said: “We’re working hard to meet the needs of younger and newer audiences, whether it’s a place to recharge, connect with nature, explore heritage or take action on the climate and biodiversity crises.”

McGrady said it was “heartening and humbling” to see more young people choosing to become members “despite the financial pressures faced by so many”.

The surge in young members contrasts with the slight fall in overall members, from 5.38 million in 2023-24 to 5.35 million last financial year.

However, the number of paying visitors to its sites in England, Wales and Northern Ireland rose by 5 per cent, with the trust saying cost pressures mean visitors are more likely to pay on the day than pay for a full membership.

The changing spending pattern for National Trust visitors last year continued from 2023-24, where membership numbers dropped by 89,000, but non-members who paid on the door rose by 12 per cent year-on-year.