# CARE International UK take supporter appeals in house

- Link: https://fundraising.co.uk/2012/06/22/care-international-uk-take-supporter-appeals-house/
- Published: 2012-06-22T06:10:10+01:00
- Author: Howard Lake

In the face of falling ROI from their supporter appeals programme development charity
CARE International UK have taken the programme activity in-house to help cut costs
and to take a different approach to creative development.

To assist them in improving the quality of their in-house appeals work, the charity
has commissioned strategic marketing consultancy Moving Thinking. The company has
designed a process to generate effective campaign concepts through creative workshops
with CARE staff.

Shabnam Amini, CARE International UK’s Head of Direct Marketing, said: “We have 
been developing appeals in-house for the past year with encouraging results. Quality,
maintaining a good contribution and great results are key for us. Our dwindling 
number of cash supporters means we can’t afford high creative costs. We’re really
looking forward to our first creative workshop with Moving Thinking, the aim being
to deliver an excellent appeal this Autumn, but also to have a structure in place
for creating future appeals”.

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Mark Cook, former Planning Director at Whitewater, set up Moving Thinking in early
2011. He said: “It’s becoming harder for charities to swallow the bottom line impact
of high cost creative. I’m seeing more and more that charities, big and small, are
boosting the expertise and output of their internal creative resource and achieving
some great results. Of course there are excellent agencies that add huge value, 
but I think its good for charities to have credible and cost-effective alternatives.”

www.movingthinking.com

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