Independent Age reviews strategy

Independent Age, the charity that supports older people in poverty, is overhauling its fundraising in a modernisation drive.

The charity will recruit a new head of fundraising and up to nine other positions for its London headquarters. These staff will focus on increasing donors, developing fundraising streams and supporting more community fundraisers, instead of running national events.

The charity also plans to develop donor relations by running pilot direct marketing appeals.

The changes come after a year-long consultation with volunteers, staff, trustees and beneficiaries.

Janet Morrison, chief executive of Independent Age, said: "We need to be better at getting our warm donors to become committed givers and cementing those relationships. We want to make ourselves as efficient as we can be in terms of helping our beneficiaries."

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