FUNDRAISING NEWS: Dystrophy charity targets regions to finance projects

The Muscular Dystrophy Campaign is launching its first regional appeal to try and generate more support for its work in local communities.

Launching in the West Midlands, the direct mail campaign will focus on the story of a local family whose grandson has a form of muscular dystrophy.

The creative aims to raise awareness of how the condition affects family life and why the charity needs funds to support its care projects.

The campaign follows the success of the organisation's Christmas appeal, which also featured a family case study and raised more than £40,000 in donations.

Grant Usmar, direct marketing manager at the Muscular Dystrophy Campaign, said that the move into regional work reflected a desire for the charity to become more community-focused.

"Giving patterns over recent years have shown a stronger trend for people to give to local causes - our care services offer a direct and local service and we believe that a locally focused appeal is a good way of making this clear," he said.

Depending on the campaign's success, the charity will roll it out regionally across the UK over the next 12 months.

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