Fundraising News: Friends of the Earth to double spend on ad inserts in press

Friends of the Earth is doubling its budget for inserts for the next financial year, and is planning to target The Guardian and environmental magazines.

The volume of inserts from the environmental charity is increasing from 4 million to 8 million.

Inserts were a minor part of the charity's recruitment in the past, said direct marketing officer Sacha Tait. "But they have been growing and are now on a par with street recruitment and cold mail. They are doing quite well for us so we decided to double the volume."

Tait said that Friends of the Earth "wanted some expertise, given the size of the budget involved" and has, therefore, appointed marketing agency Mike Colling & Company to steer the campaign, which will break in the summer.

Friends of the Earth is also planning to upgrade its internet fundraising in 2005 to encourage recruitment online. Some 90 per cent of the charity's income comes from individuals.

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