FUNDRAISING NEWS: Ethiopiaid cuts age profile of its direct mail target group

Medical and educational charity Ethiopiaid is targeting a younger audience in its latest direct mail campaign.

The charity, which raises most of its funds through direct mail, has distributed a million packs.

Previously it sent out packs to people over 55 with an interest in the Third World, but the charity has lowered the age of its donor profile to 45.

Sarah Menzies-Gow, manager of Ethiopiaid, said: "We're targeting people that have made a donation in the past as well as trying to get new supporters. We have tried sending out packs to the over 25s but that did no good."

The latest mailout provides information on the Dairy Goat project, which is a scheme that helps Ethiopians improve their food security.

It shows donors how far a £10, £20 or £50 donation will go in helping a family to survive, from supplying tools, paying for specially bred goats that produce nutritious milk and training local people to become "barefoot

vets.

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