FUNDRAISING NEWS: Cancer Research UK to seek younger donors


Cancer Research UK is making a beeline for young recruits in its latest insert and door-drop campaign.

Internally named the "rookie" appeal, around three million selected postcodes are being blitzed in an attempt to sign up regular givers with a primary slant on reaching the under 35s.

To support the October door-drop, two million inserts will run in the national press in November and December including The Daily Mail, The Daily Mirror and The Times, as well as magazines including Men's Health, Time Out and The Week.

The envelope containing the rookie pack features a doormat piled high with door-drops with Cancer Research UK on the top.

Inside the pack it states "To get you to open this envelope it has cost us 13p - do you think this is a waste of money?" which is plastered on a bin bag full of junk.

The heading "Junk Mail Works", informs the potential donor that the money received from the mailer helps the cancer charity save thousands of lives each year.

Helen Wright, head of direct marketing at Cancer Research UK, said: "People's perception of door-drops is that no one ever responds to them, but people do respond."

In the pack the charity boasts that it has more than 600,000 regular donors giving more than £1.5 million each month. Cancer Research UK states that £176 million will be spent on research this year to help drop cancer mortality rates further.

The standing order form asks for £2 a month on the reply mechanism. Cancer Research UK has set a donor target of just 9,000 regular givers out of the staggering number of people mailed.

The appeal follows research by Cancer Research UK last year on how to engage with a younger market.

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