Disability charity launches donor recruitment drive

Livability, the disability support charity formed last year by the merger of John Grooms and the Shaftesbury Society, is launching a major donor recruitment campaign


The merged charity rebranded as Livability in April after operating under the name Grooms-Shaftesbury.

"It is now important to highlight the need for funds," said John Chamberlain, director of fundraising and marketing at Livability. "Creating new propositions and finding new ways to recruit more donors is a key part of our strategy of the next two years as we seek to build the database."

A three-phase, nationwide campaign designed by marketing agency Burnett Works will be launched next month.

The charity hopes to achieve a 0.6 per cent response rate and a £25 average gift, but says it has not set any other targets because this is its first major donor recruitment drive as a new organisation.

The campaign will use two different concepts to test donor reactions. The first phase, called ‘Let me show you the difference between disability and livability', will involve sending 87,000 direct marketing packs featuring a case study of a Livability beneficiary.

The second phase of 320,000 packs will give details of the charity's educational work in schools. It will also include various inserts. The results of the first two tests will then be put together in a final mailing of 266,000 in spring 2009.

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