Christian Aid appeals to a broader range of donors

Christian Aid is to try to widen its supporter base beyond religious donors as part of its plan to boost the charity's annual income significantly.

The charity has appointed a consultancy firm to help make it relevant to the "full spectrum" of Christian audiences, ranging from practising church-goers to those who "may not consider themselves religious but believe in and hold Christian values".

Earlier this year, the charity announced plans to increase its voluntary income by 56 per cent to £100m a year by 2010 (Third Sector, 31 January).

A Christian Aid statement said one of the consultancy's main tasks would be to combine its disparate fundraising and campaigning messages.

Richard Moody, supporter recruitment and retention manager at Christian Aid, said: "Our fundraising and campaigning messages have evolved separately - with the help of our consultancy, Cascaid, we are transforming our operations into a more rounded and joined-up proposition for all supporters."

Roger Lawson, strategy and planning director at Cascaid, said he intended to take the Christian Aid message to people who had not previously been engaged.

"Our research showed us that traditional donors to Christian Aid often don't realise the full extent of Christian Aid's work."

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