FUNDRAISING NEWS: NSPCC plays on media coverage for mailer

CLAIRE SAMES

The NSPCC is using media coverage to strike a chord with lapsed supporters.

The children's charity obtained permission from The Sun newspaper to run a recent article on a postcard mailing, which is a move away from the charity's traditional fundraising packs.

The article published on 10 September tells the story of a two-year-old girl called Ainlee Walker, who died of chronic abuse and neglect. The headline reads "2 Hours To Read Out Abused Tot's Injuries", which refers to the length of time it took a doctor to tell a court the list of injuries inflicted on the child.

The test campaign, which asks for £2 a month, is targeting 65,000 inactive donors that originally made a regular gift via direct debit or standing order, in an attempt to communicate with them and regain their support.

"These supporters have fallen by the wayside," said donor relationship manager Lisa Williams. "We know that this segment of our database is not necessarily direct mail responsive and we're looking for something to give them a stir to action and remind them that they used to support us in the past."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Markel

Expert hub

Insurance advice from Markel

How bad can cyber crime really get: cyber fraud #1

Promotion from Markel

In the first of a series, we investigate the risks to charities from having flawed cyber security - and why we need to up our game...

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now