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The test campaign, which asks for £2 a month, is targeting 65,000 inactive donors that originally made a regular gift via direct debit or standing order, in an attempt to communicate with them and regain their support.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