Motor Neurone Disease Association appoints Cascaid
Howard Lake | 27 March 2008 | News
The Motor Neurone Disease (MND) Association has appointed charity agency Cascaid for its direct fundraising account to help it double the size of its donor base over the next four years. Cascaid was appointed following a four-way competitive pitch.
John Blake, Head of Supporter Development at the MND Association, said: “We want to reach out to new acquisition audiences. We are very aware that skillful data analysis and targeting can provide greater understanding and insight into donor behaviour and motivations, and this is where we are turning strategically”.
Cascaid has been asked to carry out a strategic review and planning exercise centred round the MND Association’s existing database to gain detailed understanding of the charity’s core donors and their behaviours. Amanda Oates, Head of Data at Cascaid, explained: “We are looking at possible research projects across segments of existing donors to discover why they support, what type of people they are and what motivates and engages them”.
Cascaid is drawing up a three-year plan for significant donor development. It aims to “increase the average gift from existing donors and widen audiences for recruitment through more effective appeals whilst improving ROI for the charity”.
The initial planning work will be followed by a recruitment campaign in May and a warm donor appeal in June, with further ongoing activity still in the planning process.
MND Association has appointed Douglas Graham as its new director of fundraising. Starting in April, he was previously head of supporter retention at British Heart Foundation.
www.mndassociation.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.