FUNDRAISING NEWS: Amnesty to trial DRTV adverts for first time

CLAIRE SAMES

Amnesty International is preparing to test DRTV for the first time in a bid to recruit new members.

The human rights organisation is in the process of selecting a direct marketing agency to carry out the work, which it plans to appoint in the autumn.

The test campaign will launch later in the year and aims to recruit 14,000 new donors in the UK, to add to its existing supporter base of 160,000.

The primary focus of the campaign is to gain regular monthly amounts with a secondary push of increasing awareness of the organisation's work. The creative will call for more respect for all human rights and ask donors to pledge regular monthly amounts.

It will ask individuals to consider "how they can make a difference by joining Amnesty and help to support their work".

Around 58 per cent of Amnesty's UK supporters are female. The profile of the supporters are professionals such as teachers, who read The Guardian, The Observer or The Independent. "This is a typical profile of an Amnesty supporter,

said the spokesperson. "We're asking agencies to come back to us on how they can encourage them to join."

The DRTV test drive is designed to complement existing direct mail activity, as well as inserts and online campaigns.

Amnesty International has attempted to use broadcast media in the past but was banned under the Broadcasting Act 1990 because it was considered to be of a political nature. However, Amnesty complained, and a four-year legal process followed, with the outcome ruling that it was non-political.

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