FUNDRAISING NEWS: EveryChild aims to recruit sponsors via DRTV campaign

Children's charity EveryChild is expanding into direct response TV fundraising with its first ad launching across the Sky network at the beginning of June.

It is the charity's first recruitment campaign since it was formed from the merger of the Christian Children's Fund of Great Britain and the European Children's Trust.

The 60-second ad uses a series of facts to highlight the plight of disadvantaged children across the world. It asks supporters to give £15 a month to sponsor a child, and explains how the money will be used to help needy children and their families.

"The ad is very strongly branded so we hope it will make a significant impact and get our name out to potential supporters,

said Tyra Castelino, fundraising manager at EveryChild.

The ad will run throughout the year and was created by RH Advertising.

It leads an integrated recruitment drive that also uses press advertising and direct mail.

It will air across Sky's portfolio of channels including Sky One and Sky Sports.

EveryChild's DRTV debut follows the charity's announcement that it was to widen its portfolio of fundraising initiatives (Third Sector, 15 May).

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