Oxfam has launched a three-year fundraising campaign that it hopes will help address a recent fall in income.
Lift Lives for Good, set up to highlight the difference made by the charity’s long-term development projects, was launched last week with a television advertising campaign.
The advert tells the story of a six-year-old boy called Dilip who is able to go to school after his mother is given an Oxfam cow and is able to earn an income.
Oxfam said it wanted to show the difference that can be made by an individual’s regular donation in the hope that this would address a recent fall in income.
The charity’s income fell by £17.6m to £367.9m in the year to March 2013, according to its most recent set of accounts, which were published in July. Its voluntary income fell by £18.2m to £111.5m.
Oxfam announced in October that it expected to cut 125 jobs in the UK as part of a major restructure of its operations aimed at saving £7.5m over the following year.
A spokeswoman for the charity said there was no specific figure for how much the charity wanted to raise. But it expected to see a large increase in support through all areas of fundraising, including donations, shops and events, she said.
The campaign was likely to run over a three-year period, she said.
Oxfam worked with six creative agencies on the campaign, which will be promoted through multiple channels, including online, and through direct marketing packs.
Mark Goldring, chief executive of Oxfam, said: "Long-term supporters of Oxfam know and love the work the charity does to alleviate poverty. However, in these times of economic instability we needed to come up with an ambitious plan to reinvigorate how people see us and bring in new support."