War on Want is to reduce its reliance on face-to-face fundraising after promising results from its first major insert campaign.
Around 400,000 inserts ran in The Guardian, The Observer, New Statesman and The Big Issue over the past month, asking people to join the charity for £3 per month.
"We felt uncomfortable about our reliance on face to face," said Mark Henstock, fundraising director at the anti-poverty charity. "Our eggs have been in one basket because of its success, but we must find cost-effective alternatives for donor recruitment and let face to face take its proper place in our marketing mix."
The insert, created by Catalyst, highlights unfair trading systems around the world. It shows a woman digging, alongside the caption: "She's working herself out of poverty ... yeah, right".
"We used the phrase because people in developing countries can only work themselves out of poverty if the system is changed to help them," said Henstock.
The campaign urges people to join rather than donate, to get across that the charity is a membership organisation. A further 400,000 inserts will run in different publications next month.