# Fruitful Fundraising rebrands

- Link: https://fundraising.co.uk/2003/11/05/fruitful-fundraising-rebrands/
- Published: 2003-11-05T00:00:00+00:00
- Author: Howard Lake

**The companies that previously existed under the banner of Fruitful Fundraising
are now going to be collectively known as “Fruitful”.**

The rebranding means that the trade names of Open Air Global, Front Door Fundraising
and Charities in the Workplace will disappear. The three separate divisions will
continue to exist, but they will now be backed up by a combined quality client services
department and unified administrative support.

Fruitful say the restructuring has been initiated in direct response to those of
its clients who already use more than one of its services and who “would like to
experience a more streamlined package.” Fruitful say that the changes “will bring
very positive results for all of our clients because we will be able to share our
expertise across the organisation more effectively.”

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All of the Fruitful divisions will contribute 50% of their profits to the Fruitful
Fundraising Trust. This Trust, whose independent trustees have recently applied 
to the Charity Commission for registration, was set up “to ensure that no charities
will have lost out from the liquidation of Open Air Fundraising Ltd.” Once they 
have been recompensed the Trust will receive 25% of all profits from the divisions,
with charity beneficiaries being selected by Fruitful staff.

Fruitful have also announced a new service, “Donors for Life”, that “brings the 
culmination of our experience to bear on donor retention over the first year of 
the donor’s commitment.”