Crusaid, the HIV/Aids charity, is overhauling its fundraising and communications strategy to build on the expansion of its international work.
The charity has appointed direct marketing consultancy Caspian Partnership following a three-way pitch to undertake an analysis and the segmentation of its supporters. It has also hired the Project Company to analyse and review different aspects of its fundraising.
Nigel Seymour, senior fundraiser at Crusaid, said it was the first analysis project of this size undertaken by the charity and aimed to achieve income growth by attracting regular donors to its three strands of work, in southern Africa, with the UK gay community, and HIV/Aids research. Spending is currently split one-third international and two-thirds UK.
Seymour said: "We are known as an events-based charity. We do big events that get large attendances, but don't really convert those people into donors. We are now developing a strategy of talking to them on an individual basis about which part of our work they support to encourage committed giving."
The charity earmarks donations from major givers who restrict their gifts to particular programmes. It began its work in Africa just over two years ago following a seven-figure legacy that was restricted to HIV/Aids work in the region.
Its first project in South Africa has now been taken over by the South African Government, enabling the charity to launch new projects in the region.
Caspian will analyse Crusaid's supporters with a data audit, and develop models to help identify their giving patterns.
Crusaid has also launched a press ad for World Aids Day created by Blue Design for no fee.