A NATIONAL park which has lost 40 per cent of its income over the past four years has launched an online donation appeal to boost funding for conservation projects.

The North York Moors National Park Authority said it hoped the web-based donor scheme would make it easier for people to support work to look after the area's landscape, wildlife and heritage, which attracts millions of visitors annually.

It is understood more informal attempts to bolster its coffers, such as collection boxes in car parks, have failed to generate the funds needed for a wide range of schemes across the 554sq mile area.

Councillor David Jeffels, chairman of North York Moors National Park Authority's finance and resources committee, said as the national park was facing a further drop in income, it was looking to increase funding from as many sources as possible.

He added while the park's financial prospects were not looking encouraging for the coming year, people's expectations of the protected area and the services provided there were increasing.

Cllr Jeffels, who has served on the authority for nearly 20 years, said: "Finances have never been tougher, but demands have never been greater.

"There is no charge to enjoy a wide range of activities in the park, so I think a lot of people would be willing to donate.

"It's a good idea to make it easier people to contribute to the upkeep of the park with the online facility."

Visitors to the park's website will be offered a choice of making a general donation to fund ongoing conservation or rights of way work or to contribute towards specific projects, such as tree planting, benches or footpath signs.

The authority said it would also be interested to hear from businesses interested in sponsoring larger scale projects, such as new play equipment at its centres.

York Brewery, which used heather from the authority’s Levisham Estate for its limited edition Moors-ish Ale earlier this year has become the first to donate online.

The authority said it would also be interested to hear from businesses interested in sponsoring larger scale projects, such as new play equipment at its centres.

For details, visit northyorkmoors.org.uk/donations