Animal organisation to trial direct recruitment

ANNIE KELLY

Brooke Hospital for Animals is launching a wide-reaching recruitment campaign to raise funds to support its rapidly expanding international programmes.

It has appointed direct marketing agency Whitewater to design an integrated campaign that will roll out using response ads in national press, inserts and a cold direct marketing drive.

This is the first time that the charity has used direct marketing to attract new supporters, and reflects its aim to bolster its overseas projects and reach more than 4 million working animals across the world. It hopes the drive will add a further 10,000 supporters to its 20,000-strong donor base.

The campaign focuses on the plight of donkeys working at brick kilns in India, and asks people to give £20 or more a month to help Brooke Hospital for Animals provide care and items such as water troughs or shade shelters.

Vicky Seale, direct marketing manager at Brooke Hospital for Animals, said that the increasing demand for the charity's services overseas has made it clear that more is needed to secure more support from regular givers to be able to meet demand.

"We're really looking to develop all aspects of our direct marketing strategy,

she said. "I hope that the creative that we've used throughout this campaign will make an immediate impact and communicate how many working animals are needlessly suffering,"

Seale said that the charity is looking to exploit new fundraising channels and is exploring different media such as DRTV. It will also develop its use of its web site to tie-in with the recruitment drive.

Future activity includes a new supporter appeal programme and legacy marketing activity.

"We're launching a new welcome programme and intend to really look into how we're talking to our active supporters,

said Seale. "In the past we haven't run regular cash appeals, and we're working on new segmentation strategies to try and maximise the potential of our very loyal donor base."

Brooke Hospital for Animals has completed a five-year plan that is designed to support the organisation through a period of expansion, and it hopes to have trebled its existing database by 2007.

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