It is recruiting for the newly created post of e-commerce direct marketing leader in an effort to bring its online fundraising into the mainstream and synthesise email drives with offline campaign work.
"We have to stop thinking of email as a separate issue and start thinking about it as just another medium we use to contact supporters,
said Mike Wade, head of committed giving at Oxfam. "We don't intend to have an email-only relationship with any of our donors, but recognise that this medium is a new form of communication for some of our staff and supporters."
The recruit will work within Oxfam's fundraising department for 12 months.
Wade said that although other digital media including digital TV and mobile phone fundraising were to be tested, they would remain peripheral to the department's major activity.