Army Benevolent Fund to be "the soldiers' charity"
Howard Lake | 27 March 2008 | News
The Army Benevolent Fund (ABF) is changing its brand description from “the Army’s National Charity” to “the soldiers’ charity” from 1 April 2008.
The change is designed to reflect the fact that the charity specifically exists to support all soldiers, both regular and territorial, veterans and their families, in times of need, rather than Army personnel of all ranks.
ABF Director of Central Fundraising and Marketing Siân Mexsom said: “We believe that the change of descriptor to the soldiers’ charity makes the purpose of the charity much clearer, it is more relevant and reinforces our commitment to serving and former soldiers.”
In October 2007 the ABF launched the Current Operations Fund to help those soldiers who will live with the physical and psychological consequences of the current conflicts for years to come. The fund now stands at £808,000, raised through an integrated marketing campaign using direct mail to existing supporters and national press and poster advertising targeted at new audiences.
www.armybenfund.org
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.