World Vision has undertaken a relaunch of its gift catalogue in order to engage existing and new donors.
The Alternative Gift Catalogue is a new way of allowing donors to give a cash donation on behalf of friends or family by "packaging" the donation in the form of a gift of pigs, cattle, school kits for children or clean water. Once the gift is dispatched, the donor receives a certificate to give to their friend or family.
"We needed to raise the level and standard of the gift catalogue in order to keep World Vision out in front with its reputation of innovation and creativity," said Neil Warwick, head of new business development.
Donors can purchase gifts from as little as £10 with a gift of £17 providing a family in Uganda or Honduras with 10 chickens. World Vision hopes that the catalogue will encourage more people to choose this form of gift-giving on occasions such as Christmas, birthdays or anniversaries.
Domain's managing partner Stephen Butler said: "We've given the Alternative Gift Catalogue a positioning that goes beyond just making a gift.
It gives World Vision the cut through it needs to be the first choice in Third World giving."
There will be a mailing of the Christmas edition to supporters and the catalogue is also accessible online on the World Vision web site.
This is the catalogue's third year and has already proved to be a major success in other countries, particularly in the US.
World Vision, which is a Christian organisation that works in nearly 100 countries and helps more than 85 million people in their struggle against poverty, hunger and justice.
It also manages a large number of long-term programmes including a child sponsorship programme, which aims to help communities as well as individuals.