# RNID launches new radio advert

- Link: https://fundraising.co.uk/2004/10/05/rnid-launches-new-radio-advert/
- Published: 2004-10-05T23:00:00+01:00
- Author: Howard Lake

RNID hopes that its new radio advert will have generated between 200 and 500 calls
to its supporter hotline over its two-week run.
The radio advert, produced by RNID’s
creative agency, Watson Phillips Norman, was aired ten times a day during a two-
week trialling slot on London’s Magic 105.4FM.

Patrick Holmes, Director of Fundraising, explains that RNID is testing a number 
of approaches at supporter acquisition. “At the moment we are conducting a number
of tests looking at various new ways we can engage with new donors. Already RNID
has trialled new direct mail packs, and two radio adverts. Whilst these new methods
aren’t intended to replace our more traditional fundraising techniques, by testing
new ideas we are giving ourselves more options, and opening up more potential revenue
streams.”

The latest radio advert features the voice of a fictional young girl, Emily – voiced
by an RNID deaf staff member – who talks about how RNID has helped her achieve success
as a child at school and in adulthood. The advert ran from 21 September to 1 October
2004.

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The previous radio advert featured the voice of Radio 4 presenter John Humphreys,
and focussed on what it is like for a person to gradually lose their hearing.

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