COMMUNICATIONS NEWS: Oxfam develops its supporter link with tailored e-circulars

Oxfam has updated its supporter-based communications strategy by sending highly tailored monthly email newsletters to increase engagement with the charity.

The monthly e-newsletter will replace the more frequent one-off bulletins, which were divided only into campaign and donor messages. The new communication system uses information from supporter feedback to deliver separate emails to supporters, tailored to their interest in particular Oxfam campaigns and appeals such as Make Trade Fair.

"Where an item such as Gift Aid is only relevant to financial donors, it won't appear to supporters who only campaign for the charity," said Tony White, e-marketing leader at Oxfam. "Stories will be rotated in order of preference, depending on the recipient's type of contact with us."

The charity believes the e-newsletters will generate a more personal relationship with its diverse supporter base and provide a more solid base for future fundraising. "We believe it will grow our fundraising activity cheaply from a rapidly growing marketplace, because more than half of our supporters have access to the web," added White.

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