Fundraising News: Scope hires new marketing firm

Joe Gill

The direct marketing agency credited with transforming the image of Skoda cars has been hired by Scope to produce a fundraising campaign for next year.

The charity reviewed its direct-marketing strategy as part of its new campaign for equality for disabled people and decided to appoint Archibald Ingall Stretton in place of its agency of seven years, Target Direct.

"We felt we wanted an agency with strength in transforming brands and donor acquisition, so we chose Archibald Ingall Stretton," said Scope's head of direct marketing Karen Barnes.

She added that Target Direct had "done really good work with us, and moved our marketing forward with its fresh approach. However, with the shift of emphasis of the whole charity to a new campaigning outlook, it seemed right to review our direct marketing agencies in light of those changes," Barnes said.

The charity used a consultant to help it select a new agency.

Scope's recent rebrand has given it a new identity and logo. It is also undertaking a major advertising campaign, Time to Get Equal, created by advertising agency Citigate Albert Frank.

Recent advertising has increased spontaneous awareness of Scope from 4 per cent to 7 per cent among the general public. "We need to be sure our direct marketing is strong enough to capitalise on that potential," Barnes said.

The current advertising from Scope is about the extension of Disability and Discrimination Act regulations to organisations employing fewer than 15 people (Third Sector, 15 September). National press and outdoor advertising, under the slogan Judgement Day, reminded people of the changes and offered advice on compliance.

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