ActionAid grows regional strategy

The move follows the success of local TV advertisements

ActionAid has expanded its regional fundraising strategy after TV adverts it ran in Yorkshire proved three times more successful than its national adverts.

The development charity has launched an appeal called West Country Make Your Mark, which targets towns and cities including Exeter, Taunton and Bristol.

It is using TV and press adverts and holding fundraising events in the area, with the aim of recruiting new regular givers through its child sponsorship programme.

In October 2009, ActionAid ran a campaign called Yorkshire Means the World. The charity chose the region after research showed a higher proportion of its regular givers lived in Yorkshire than any other county.

Response rates for the Yorkshire campaign were 200 per cent higher than for the charity's national TV adverts. Response rates for press adverts in the area were 192 per cent higher than for national adverts.

A spokeswoman for the charity said it had decided to expand its regional fundraising into the West Country because its research showed this was its second most generous region.

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