# Christian Aid to "dramatically" increase income

- Link: https://fundraising.co.uk/2007/11/21/christian-aid-quotdramaticallyquot%c2%9d-increase-income/
- Published: 2007-11-21T00:00:00+00:00
- Author: Howard Lake

Christian Aid is to work with Cascaid to dramatically increase its annual income
through recruitment and committed giving.
Working as Christian Aid’s strategic partner,
Cascaid will help to widen its target market and create new ways to engage existing
and new supporters. The agency is set to develop a broader and fuller public perception
of its work and look at taking the Christian Aid message to new audiences.

 

 

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Supporter recruitment and retention manager at Christian Aid Richard Moody said:
A key objective is to dramatically increase committed giving. As a complex and multi-
faceted organisation, one of our challenges is to bring together our successful 
fundraising and campaigning messages that have evolved quite brilliantly, but quite
separately.

 

 

Traditional fundraising for the charity has focused on health and sanitation and
providing emergency aid in the developing world, whereas the campaigning messages
have tended to take a wider focus in tackling global issues such as third world 
debt, trade justice, HIV Aids and climate change impact.

 

 

New appeals and DM campaigns will include new creative, messages and tones. Targeting
and planning will be focused on testing and developing combinations of fully-integrated
media to reach people in the right way at the right time and to personally engage
individuals. Current media channels include DM, online, inserts and television.

 

 

 * **[New copywriter at Burnett Works](https://fundraising.co.uk/2007/11/25/new-copywriter-burnett-works/)**(
   25 November 2007)
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 * **[Webbed IT](https://fundraising.co.uk/2007/12/07/webbed-it/)** (7 December 
   2007)