FUNDRAISING NEWS: Education charity adopts spoof film tactic

Emma Maier

Education Action International is testing a new fundraising technique with an email campaign featuring a spoof video clip that highlights the spending priorities of the US and UK governments. The charity will email the video to all Education Action Supporters aged between 20 and 40. It uses a humourous approach, but puts across the serious message that the US and UK have spent a combined total of $80bn (£48.01bn) so far on the war in Iraq, and that one tenth of that value would be enough to teach children throughout the world who do not have access to education.

There is also a link to the Education Action website, where supporters can find out more and make a donation.

The charity hopes supporters will forward the email on to boost the potential donor audience.

The charity already uses traditional fundraising methods, including face-to-face and direct mail, but wanted to take a risk on something different.

"We wanted a way of raising our profile that was unpredictable and slightly risky, but also had the potential to be successful," said Education Action fundraising co-ordinator Oliver Kemp.

The campaign, designed by art agency Rubberductions, will be launched on Friday.

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