MALVERN Hills Conservators, the body that looks after the hills and commons, is to change its name to attract more funding.

From next spring, the Conservators will become the Malvern Hills Trust, as part of a rebranding exercise aimed at making the body more up to date and emphasising its charitable status.

The new name, with a new logo, will be featured on its information boards, publications and a completely revamped website.

Beck Baker, the Conservators' conservation and community officer, said a major reason for the rebrand is to increase charitable contributions to the body.

She said: "The gap between the income that we receive and the cost of all the conservation work we want to do is always increasing and the rebranding is meant to make what we do more understandable to the public, to attract more donations and legacies.

"Research has shown that a lot of people don't know what the term Conservators means, whereas the word trust is familiar from organisations such as the National Trust and wildlife trusts, where people fully understand what they do."

A report about the rebranding says: "A number of local people are unsure of our role and what we do as an organisation on the hills and commons which suggests that MHC is not promoting its messages in an effective way.

"As MHC becomes more of an open and approachable organisation, there is a stronger need for a clear brand identity.

"The public are also often unaware that the Malvern Hills Conservators are a charity which is resulting in a loss of giving by the public as legacies and donations.

"It is sometimes assumed that the parking charges and the levy, that the Conservators work is sufficiently financially supported.

"By promoting MHC’s charity status and better presenting its messages and values, there are opportunities to increase legacies and donations."

It is also hoped the rebranding will make communication with the public easier and more open, and will make it easier for the Conservators to attract volunteers and outside bodies for partnership working.

Mrs Baker said that the cost of the rebranding exercise is confidential at present.

She said: "A lot of it, such as replacing the notice board, some of which haven't been replaced for 15 years, is something that we would have had to do anyway."