FUNDRAISING NEWS: Aid agency hits the streets to target a younger audience

Y Care International, the overseas aid agency, is launching its first face-to-face fundraising campaign.

The charity hopes to raise awareness of its work by approaching a younger and more socially conscious audience on the street.

Y Care International hopes the initial drive will raise around £45,000 that will go towards the charity's international projects, and will help it widen its sphere of influence overseas.

Alison Sanderson, head of Y Care International's UK and Ireland department, said that increased competition for donors has meant that the charity needs to become more assertive in its recruitment strategy.

"We've got an incredibly loyal donor base but have had real difficulty in keeping up the levels of new supporters that we need to sustain our current activity," she said.

If the tests prove successful, the charity intends to roll-out a national programme of street fundraising by the end of the year.

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