FUNDRAISING NEWS: Weston Spirit launches money box appeal

Julie Pybus

Youth charity Weston Spirit is targeting 35,000 potential donors with a home money box appeal launched last week.

The charity will telephone potential donors to ask if they would be willing to receive a home money box and information through the post. Three times a year these donors will be asked to send the charity a cheque for the money they have collected.

The highest givers will eventually be asked to set up a regular donation with a standing order. "It's a way of getting people into committed giving without them realising it," said senior appeals officer Emma Leaman.

The charity - founded by Falklands war veteran Simon Weston - has to date raised most of its funds from the Government, businesses and trusts.

Individual giving currently stands at £200,000 a year and the charity aims to increase this to £700,000 a year by 2007.

"We have got to the stage where we realise that individual giving is the way forward," said Leaman. "It's not tied to the markets like funds from trusts and corporates."

Working with agency Online Telephone Fundraising, Weston Spirit has identified potential donors using geo-demographic data. Because such profiling cannot pick out people with a preference for giving to charities working with socially excluded young people, the charity is targeting those who have supported homelessness charities and people with high disposable income.

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