FUNDRAISING NEWS: Campaign Watch - Just Breaking

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The Waterways Trust has moved away from its fundraising for-mula with a different approach for this new campaign.

The organisation usually runs national appeals that focus on a general target audience with a wider wildlife theme. But in this campaign it has designed a localised drive specifically targeting 6,500 residents who live within a three-mile radius of the Rochdale canal.

"Many local people may perceive the canal as being just for boaters, but we want to show that it is important for many other reasons,

said communications manager Antony Tiernan. "We want to demonstrate why your canal needs you and that modest support can achieve great things."

The Rochdale direct mail pack is designed to show canals in a different light and uses simple informative language and creative.

The Waterways Trust hopes the campaign will raise £100,000 over four years and is hoping that 10 per cent of people who receive the pack will become committed givers.

As well as raising funds, it hopes that the project will also increase awareness of the restored canal and link local support and donations with other environmental, community and economic projects in the area.

Depending on the success of this initial drive, a second phase is designed for early 2003 which will look to extend the campaign's reach to residents who live up to five miles away from the canal.

The Waterways Trust views the campaign as a pilot programme that will lead the way for other localised campaigns for other canals and rivers. Plans are already being drawn up for a project on the Cotswold Canals in early 2003.

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