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Oxfam

By Gemma Quainton, Third Sector, 20 April 2012

Jodie Sandford visited Zimbabwe for Oxfam

Jodie Sandford visited Zimbabwe for Oxfam

The aid and development charity has launched a new fundraising campaign to show supporters how their donations are spent

What is it?

Earlier this year, Jodie Sandford became the first person to take part in the See For Yourself campaign when she travelled to Zimbabwe to see first-hand how her monthly donations to Oxfam were being spent. Her personal and unscripted view of Oxfam’s work in action was filmed and forms the basis of the campaign, which was launched this week with television, print and online advertising.

What did Jodie do?

Jodie, an IT manager from Yorkshire, visited an Oxfam water project that provides the community in the Gutu District of Zimbabwe with sustainable and reliable food sources. She met the local people, asked questions and reported back with a personal account of her thoughts and feelings about Oxfam’s work.

Why did Oxfam do it?   

Oxfam’s Paul Vanags, head of public fundraising, says: "Oxfam knows just how much of a difference our donors’ support makes to people in need around the world, but we don’t want the public to just take our word for it. Jodie gives a genuine insight into where money donated to Oxfam is spent, so we hope the public will really engage with the campaign and it will encourage lots of people to sign up to give regular donations."

Where can people see the film?

The film can be viewed on the charity’s campaign website and is also hosted on YouTube. The campaign website features a Q&A session with Jodie and the charity to answer questions such as "Who paid for the trip?" and "Where does the money actually go?"

View the video here:

How was the campaign promoted?

Jodie sent back regular video messages during her trip that were uploaded to Oxfam's Google+ page as part of an exclusive deal with the social networking site. She took part in a Twitter chat on Monday, answering questions about her trip.

Third Sector verdict:

The campaign picks up on a popular public concern about how charity donations are spent. Sending a member of the public to view Oxfam's projects in Zimbabwe allows supporters to see Jodie's true reactions and provides a credible channel for the public to witness how their money is spent.

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