Habitat for Humanity's insert campaign is the first part of a four-pronged programme to introduce and recruit new donors to its work in the UK.

The charity, which launched its British operation in June, is using the inserts to approach target audiences who it believes will identify with the long-term sustainable nature of its work.

"We are very much a hands-on, flexible organisation and our desire is to get people closer to the work we do directly through volunteering and indirectly through a mass communications programme," said John Grain, head of fundraising for Western Europe. "The insert shows simply how we work, how we are different, and communicates clearly an innovative solution to the root causes of poverty."

Initially, 39,000 inserts will appear across a range of religious and specialist publications explaining the work that the charity does building housing for disadvantaged families in the UK and across the world. All Habitat for Humanity houses are built with and by volunteers and are purchased by the homeowner at a no-interest mortgage.

The insert asks people to get involved with the company in a number of ways including making regular financial contributions and lobbying local authorities on its behalf.

In late November, Habitat for Humanity will launch a direct mail recruitment campaign and an initiative to recruit major donors.

This will be followed by a DRTV drive in December, and its web site will also be completely redesigned to encourage people to donate online.

"We've got huge potential to become a leading agency in Great Britain and across Europe and replicate the successes we've already achieved in the rest of the world," said Grain.


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in
RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now