Arthritis Research Campaign is launching a drive to release several million pounds of unclaimed Gift Aid and increase membership by 10 per cent each year until 2008 as part of a new donor management strategy.
"We need to increase our income to keep up with existing projects and market forces," said Elaine Ingram, marketing manager at Arthritis Research Campaign.
The strategy will include completely overhauling the charity's database in order to draw up accurate donor profiles. This will allow the arthritis charity to target particular donor groups, including those that have not approved Gift Aid collection, and better understand the types of people to approach cold.
"A lot of donors have not yet given approval for Gift Aid to be claimed," said Lee Weight, commercial director at Conduit, the agency appointed to handle the database. "This is worth a significant amount - into the millions - and is well worth claiming."
The charity has a history of successfully recruiting loyal givers, and Weight has suggested the possibility of a donor loyalty scheme to encourage higher donations year on year.