Building community

Dr Patricia Kell, Chief Executive Officer of the National Trust for Canada (NTC), blogs about her experience during a TAP INTO study tour with the National Trust (NT) of England, Wales and Northern Ireland.  The study supported making connections and learning from several members of the National Trust team, with a particular focus on reaching out to new audiences.

Over a number of days in the summer of 2025, I had the exceptional opportunity to sit down with colleagues from the National Trust to share experiences on effective approaches to public engagement.

These conversations were rich and fluid. Still relatively new to my position at the National Trust for Canada, for me it was an extraordinary opportunity to understand how the first of all national trusts operates and remains relevant.

Dr Patricia Kell, CEO of the National Trust for Canada

The learning began with meetings with National Trust staff at the headquarters Heelis, in Swindon, and at Savoy Hill House in London. Our discussions focused on everything from public engagement and programming to organizational design.  We explored at length our audiences, those we reach and those we would like to reach. We explored the economics of membership and how to open up to those for whom membership is not of interest.

We explored the kind of events used to draw attention and visitors. We also talked about ways to create cohesion and belonging in our geographically dispersed teams. It was fascinating to learn about the professionalism in the management of volunteers who play a vital role in National Trust places.

A day at Dyrham Park, a 17^th-century house and garden surrounded by parkland, near Bath, was dedicated to considering how to tell more inclusive stories. Along with the participants in INTO’s RISE (Reimagining International Sites of Enslavement) program, we workshopped the challenge of telling the story of empire from a grand house built from its profits.  We also learned about the ways that Dyrham is attracting families and young visitors, with experiences aimed at engaging them.

Quebec House

Another highlight was the visit to Quebec House, the childhood home of James Wolfe, who today is chiefly remembered for leading the British to victory over the French in Quebec in 1759. Wolfe is an important figure in Canadian history and it was an exceptional opportunity to explore the nuances of a “hero’s” legacy from various perspectives, as well as discussing how to make meaning of an adult life from a childhood home.

While in London, I was delighted to be invited to give a keynote address at the INTO Symposium ‘Uniting Global Voices for Heritage and Nature’ at Canada House, the seat of the High Commission for Canada in the UK.

The National Trust has adopted some great words to live by.  Their tag lines ‘For everyone, forever’ and ‘Everyone Welcome’ encapsulate not only the rich history of the Trust, but also the ambitions of my own NTC moving forward.

Exceptional properties, faithful members and committed volunteers are not enough to guarantee on-going relevance.  That is work that needs to happen all the time, at all levels of the organization. It was inspiring to see the creativity and commitment of the NT colleagues to ensure that its dedication to ‘Nature, Beauty, History’ can endure.

I am deeply grateful to the colleagues who took the time to speak with me and to share some wonderful historic places with me.  The TAP INTO grant made possible a level of engagement, discussion and collaborative exchange that would have taken years to happen remotely. My thanks to INTO for making this exceptional learning opportunity possible!

We are grateful for the generous support of the Helen Hamlyn Trust and Caraleya in making the TAP INTO programme possible.