# Motor Neurone Disease Association appoints Cascaid

- Link: https://fundraising.co.uk/2008/03/27/motor-neurone-disease-association-appoints-cascaid/
- Published: 2008-03-27T11:41:57+00:00
- Author: Howard Lake

**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](http://www.cascaid.com) 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”.

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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

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