NSPCC announces stewardship plan

The NSPCC has appointed Cascaid, the direct marketing agency, to refine its stewardship programme. The children's charity claims this is the first time a charity has given an agency this task.

The review will find ways to develop donor relationships beyond personalised one-to-one mail-outs.

Fidelma Hatton, head of stewardship and support at the NSPCC, said: "We want to develop a plan of action to make sure we are doing the very best for our supporters and work towards building their presence with the organisation."

Alan Clayton, managing director at Cascaid, said the agency would help the NSPCC to "delight donors", while the charity would manage its supporter relationships through its content-management system.

The NSPCC will measure stewardship success through supporter satisfaction surveys rather than financial increases.

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