The RNID is to experiment with radio and online advertising for the first time this year, and possibly with DRTV next year.
The deafness charity wants to raise the breadth of its appeal beyond its core supporters in a bid to increase committed giving and widen its donor base. It has traditionally used direct mail for fundraising.
Now the RNID will focus on cold recruitment using response broadcasting as part of a two-year strategy, combined with online activity and direct mail. It has appointed direct marketing agency Watson Phillips Norman for the work.
Amanda Mathers, head of individual fundraising at the RNID, said one in seven people in the UK were touched in some way by hearing problems or deafness. "The RNID has a very wide constituency of potential support that we're looking forward to tapping into," she said.
Maria Phillips, creative partner at the agency, said radio would be trialled in the first year, followed by DRTV. "The RNID are committed to widening their supporter base and have a compelling message."
Mathers said the DRTV element would depend on the success of campaigns.
"We are testing the market in the medium we know well - direct mail - with a new creative and a small test in radio, and we look forward to working with Watson Phillips Norman."