Environmental ~ 104,000 has been donated to repair erosion on some of Britain s most iconic mountains and upland areas. 250,000+ people will use paths which will benefit from Mend Our Mountains funding every year Donations to the Mend Our Mountains brand have continued after crowdfunding closed. Has raised 115,000 in total A good effort in one push by a small team. But a relative drop in the ocean in the wider funding picture.

BBC Breakfast News The Times BBC Look North Big Issue

Media coverage More than 100 media appearances totalling more than 800,000 in equivalent advertising value including: The Times leader article + full page feature on p3 2x five minute slots on BBC Breakfast on morning of local / European elections Radio 4 PM programme and Radio 5 Live BBC Look North, ITV Border, ITV West Country, BBC Radio Sheffield, BBC Radio Manchester, BBC Radio Cumbria Big Issue in the North, Yorkshire Post, The Sheffield Star, Westmorland Gazette, Craven Herald Trail (double page spread), The Great Outdoors, Live for the Outdoors, Outdoors Magic, Grough, UK Hillwalking Campaigns like this can play a role in increasing public awareness of, and engagement with, precious landscapes and the challenges they face. Challenge for any future campaigns is replicating this success: media may think been there, done that

Partnerships Experience of working with National Park Authorities very worthwhile. Established links which can be built on and put the BMC on a stronger footing as a campaigning body. Varied approaches to crowdfunding from each NPA. Most successful projects were those with compelling rewards and strong NPA buy-in. Perhaps could benefit from clearer pre-campaign briefing for each NPA and a more consistent approach. Good input from corporate / business backers, both nationally and locally but plenty of scope to expand this (Cotswolds, DMM, Alpkit, Steep Edge and those that offered local prizes) Have to be careful to maintain independence of BMC / BMC ACT.

Public engagement Demonstrated there is a willingness by many recreational users to chip in voluntarily to help look after the places they care about. But a one-off. Problem of funding, visitor payback and public engagement is a long-term one. But MOM established a brand which can be built upon. What role can MOM play in invoking a larger sense of shared responsibility and ownership? Of outdoor users habitually doing small-scale visitor giving, environmental monitoring etc?

Crowdfunding advantages Sense of novelty: helped garner media attention. Not just traditional giving. Sense of grassroots community involvement: involving corporate and local businesses, celebrities, mountaineers, guides, leaders, accommodation providers, volunteers etc in the process of providing rewards, and engaging the public through the campaign. Feels like a collective effort.

Crowdfunding limitations Time-consuming: 2 3 full-time staff creating and delivering over the course of around three months. Fees: Income deducted through fees to Crowdfunding, Paypal and Stripe MOM raised large amount for crowdfunding, but small in the bigger picture Complexities of MOM itself. Nine crowdfunding projects in one! Uneven level of understanding and engagement across National Parks.

What next for Mend Our Mountains? Mend our Mountains #2? What, when, where, why, how? Same but bigger, e.g. another [crowdfunding] campaign, but scaled-up? Or keep the brand and use it differently? Scope for all of the following: greater corporate sponsorship; bigger, more ambitious partnerships; more volunteer engagement; better embedding of the campaign within statutory bodies. What should the priorities be? Or all of the above? Central campaign coordination from NPP and PR support from NPUK? Use the MOM brand for other conservation initiatives / campaigns (e.g. mountain litter campaign)?

Role for the BMC beyond Mend Our Mountains Is there a current effective upland path forum in the UK? Should BMC act as a conduit for upland path information, sharing with partners? How? Added Value? BMC charity create a 'steering group' to include individuals who have the fundraising and comms experience to ensure that future campaigns are effective at a local level as well as nationally? More events like today? Use APPG Mountaineering to have more political sway on upland issues? What else?