The mailshot will ask recipients to give £1. Those that send the donation will then be contacted by telephone and asked to make a bigger regular commitment. Agency Pell & Bales will handle the follow-up calls.
“If this test works this could become a major channel for future recruitment activity,” said Tim Hunter, deputy director of fundraising at the NSPCC.
Sinead Chapman, Bluefrog’s field marketing director, said: “It encourages innovation, drives efficiency and optimises results. We’re very excited to be working with the NSPCC in this way.”