Refugee Council in 'values' campaign to attract donors

The Refugee Council has kicked off a "values-based" direct marketing campaign to increase its database of long-term donors.

The part government-funded charity that works with refugees wants to understand the underlying motivation behind donor response, particularly in the case of long-term donors.

The charity has bought lists of potential donors that match the profile of its long-term donors, as it aims to reach its target of 3,000 new donors a year.

The Refugee Council will distribute material to 80,000 people from the new lists in two mailouts during April.

The campaign, by Whitewater, an agency specialising in the not-for-profit sector, was instigated by the charity's new direct marketing manager Clare Millerchip.

"We have a complex cause to communicate to potential donors and we are keen to investigate new approaches that can help us target our direct marketing more effectively," said Millerchip.

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