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Saturday, October 25, 2008

The Children's Society targets older donors


This charity is trialling a multi-channel appeal targeting the 50-plus. It has chosen the the West Midlands region of the UK (Birmingham) as a test area before taking it to other parts of the UK.

The appeal goes live next week and will integrate direct mail, press ads, inserts and an online microsite.

Focusing on a local geography is an interesting approach. The aim is to recruit people as “Community Sponsors”. The charity’s head of direct marketing said: "The concept of Community Sponsorship sets us apart from other children's charities as we focus on very localised issues and tap into the audience's desire to rekindle a genuine sense of community."

Sounds a smart idea. I would be fascinated to hear how it goes. Dick Stroud

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