ActionAid says Yorkshire is most generous county

Charity to launch regional fundraising campaign

ActionAid is to carry out a regional fundraising campaign for the first time after discovering Yorkshire folk are the most generous in the country.

People in Yorkshire responded in the greatest number to the international development charity's ‘sponsor a child' scheme, which asked individuals to give £15 a month.

ActionAid plans to build on that success by running a new campaign to thank donors in Yorkshire and ask them to continue giving.

Jennie York, supporter recruitment manager for the charity, said the campaign was likely to include direct mail, events and advertising in the press and on local TV and radio stations.

"Yorkshire is our most generous county in terms of child sponsors, so we decided that thanking local people for their generosity would be an effective means of encouraging more people to sponsor children," she said.

She said the charity had not yet decided how much it would spend on the campaign, which will be launched in October. The campaign will be run by Leeds-based communications agency Brahm.


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