Practical Action uses inserts for donor recruitment campaign
Howard Lake | 14 July 2010 | News
Development charity Practical Action is launching a direct marketing campaign using inserts in the national press to recruit new supporters and test a range of new fundraising propositions.
The charity, working with direct to digital agency TDA, is testing two new inserts against a control insert. The new designs aim to broaden the appeal of the charity and motivate potential donors by providing evidence of the positive changes they can make to the world.
The new designs were based on research, conducted in May, in which four versions of an appeal were presented to an online panel, along with the control insert, in order to gauge audience opinion.
The new campaign focuses on demonstrating examples of simple technology which can help a single family or a whole community, and small ideas which could potentially help millions of poor families. They show how donors’ support can make a big difference.
Stephen Harvey, Head of Fundraising at Practical Action, said: “The campaign is the perfect platform for us to demonstrate a number of practical and innovative solutions to issues affecting… communities, all of which provide extremely compelling reasons to give.”
Emmeline Kite, Account Director at TDA, said: “We know who Practical Action appeals to, but we need to raise levels of engagement with a larger base of donors,”
The campaign starts at the end of July and runs throughout August and September. The charity hopes to generate an average gift value of £35 from the campaign, which is the start of an ongoing programme to recruit long-term supporters.
www.practicalaction.org
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.