Two agencies to work together to boost ActionAid's income
Howard Lake | 28 March 2012 | News
International development charity ActionAid has appointed two agencies to help it acquire new donors and improve its communications with existing supporters.
Watson Philips Norman, which worked with ActionAid on recruitment materials last year for the East Africa crisis, has been appointed to help develop a refocused acquisition strategy involving NPD. The Good Agency has been appointed to deliver new thinking to engage and communicate with supporters. Both agencies, appointed following a competitive pitch process, will form a strategic partnership to develop a strategy and creative approach that is designed to ensure that acquisition, supporter experience and donor development are dovetailed.
Watson Phillip Norman‘s Alison Meredith said: “ActionAid recognises that the charitable giving market is becoming more competitive and that supporters are increasingly demanding the flexibility to engage with charities in the way they want. Therefore, as part of our pitch process we developed a number of product propositions working within a differentiated overarching proposition, which we tested in research for the pitch. This unveiled some valuable findings which we will be using in forthcoming communications.”
Matthew Sherrington at The Good Agency added: “We’re looking forward to refining ActionAid’s story to enhance the experience that helps ActionAid stand out and grow its supporter numbers and value.”
www.actionaid.org.uk
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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.