FUNDRAISING NEWS: Macmillan asks for donors to give £3 a month in first TV ad

Macmillan Cancer Relief is launching its first-ever direct response TV campaign, which it hopes will raise £250,000 over the next six years.

The TV campaign asks viewers to give £3 a month to help Macmillan support families affected by cancer. The ad will air across satellite and cable channels, including UK Horizons, Granada Plus and ITV News.

Macmillan has based the campaign around a fictional family to try to communicate to new supporters that it provides services outside of its nursing programmes.

Ian Welch, direct marketing manager, believes that this will help the cancer charity reach new audiences. "We're trying to say that Macmillan is here for the whole family, and not just those individuals directly affected by cancer," he said. "I think DRTV will enable us to spread this message a lot further and to many different people."

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