# Christian Aid adopts explosive new approach to insert

- Link: https://fundraising.co.uk/2005/04/13/christian-aid-adopts-explosive-new-approach-insert/
- Published: 2005-04-13T23:00:00+01:00
- Author: Howard Lake

![](https://www.fundraising.co.uk/files/images/news/3164.jpg)

Following six successful years of their ‘How to Recycle a Goat’ insert, Christian
Aid is testing a new insert titled ‘It takes faith, hope and dynamite’, produced
by fundraising specialists Whitewater.
John Ranford at Christian Aid, said: “We’re
convinced the reason that our banker insert has worked so well is that the headline
and outer image attracts people to open it and so we needed to make the test equally–
if not more – appealing. The image of a stick of dynamite coupled with a variation
on this well known Christian phrase does exactly this.”

Christian Aid has used a range of titles for the insert such as BBC Wildlife and
Christianity and Renewal. Although these have performed well over a long period 
of time, it was clear that the creative was beginning to lose its impact.

Amanda Beamon, Senior Account Manager at Whitewater, commented: “Once people had
opened it through curiosity, we wanted to keep the momentum going. So we’ve taken
a deliberately radical stance – namely that ‘faith and hope don’t add up to much
without action’… If Christian Aid is to bring clean water to those villages in need,
extreme physical solutions are often needed to get to the water trapped beneath 
the rock.

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

“It’s a really positive, active message which we hope will engage the audience.”

 * **[CAF to highlight innovative planned giving at conference](https://fundraising.co.uk/2005/04/14/caf-highlight-innovative-planned-giving-conference/)**(
   14 April 2005)
 * **[Volunteers sought for event fundraising code of practice](https://fundraising.co.uk/2005/04/14/volunteers-sought-event-fundraising-code-practice/)**(
   14 April 2005)
 * **[London Marathon runners raise £5 million via Justgiving before the race](https://fundraising.co.uk/2005/04/14/london-marathon-runners-raise-5-million-justgiving-race/)**(
   14 April 2005)