Christian Aid plans huge rise in donations by 2010

Christian Aid has set itself the target of boosting its fundraising income by 56 per cent by 2010, a goal that it describes as "ambitious but achievable".

The international development charity wants to increase its voluntary income from £64m to £100m a year. If it succeeds, it could become one of the top five fundraising charities in the UK. It is currently ranked 14th, according to the Charities Aid Foundation's 2006 Charity Trends survey.

Jeff Dale, head of marketing and supporter relations at Christian Aid, said: "We'd like to hit the £100m target earlier. But our main target is more about our ambition to challenge the things that make people poor."

The charity plans to make digital media fundraising central to its new income strategy. It plans to relaunch its website in the next few months in order to focus on recruiting a new generation of donors and supporters.

Dale said the charity had invested in new-media fundraising to reduce the cost of recruiting donors, as well as to help it recruit young donors.

He said: "We are not ditching direct mail and press advertising, but we are aiming to send out less material in a more focused way."

The new approach is part of a wider programme for change over the same period that will see Christian Aid accelerate its campaigning work on issues such as debt relief, HIV and Aids, fair trade and climate change.

"We've been looking at how we can work with our international partners to challenge the things that keep people poor," said Dale. "It was tempting to focus only on campaigning, but there is also a need for fundraising because we need to create a bigger global movement for change."

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