Development charity engages wedding guests

The international charity Farm-Africa has launched an ethical wedding gift site for couples who want to "turn their back on the consumer aspect of weddings".

Artwork from African Dowry
Artwork from African Dowry
African Dowry allows people to set up an online wedding list that allows wedding guests to pledge funds to help poor farmers in Africa to build sustainable livelihoods, instead of buying traditional wedding gifts.

Farm-Africa’s director of fundraising, Michael Newsome, said the creation of the service had been driven by demand from existing supporters, rather than a “comprehensive market assessment”.

He said: “We tested it last year and it was clear it was something which had huge appeal.”

The site was developed for free by content management specialists Pixl8 Interactive and marketing consultants Western Consulting, who will also provide ongoing technical support.

Newsome said the charity had not set any fundraising targets for the new site. “The wedding market in the UK is truly huge but we don’t know yet what African Dowry’s potential is,” he said. “But the fact that it has had zero start-up costs, apart from marketing costs, means it will start making a surplus more or less straight away.”

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