The Gardeners' Royal Benevolent Society is to expand its fundraising portfolio and launch its first direct mail campaign in an effort to revitalise an ageing donor base.
A mail pack designed by agency Ruffit Integrated will be sent to 10,000 active gardeners across the UK and include a letter from TV gardener Alan Titchmarsh to highlight the work of the charity.
It hopes that the mail pack will go some way to recruiting a fresh wave of active supporters and boost its donor base of 17,000. At present, the charity relies on the support of older donors who have been with the charity for many years, but wants to ensure that it starts to become more relevant to a wider range of people.
"With the ever-growing popularity of the gardening industry, there are now even more horticulturists who require our help," said Janet Wickens, director of marketing and fundraising at the society. "This mail-out is part of a long-term strategy to increase awareness and attract new donors."