RNID launches new radio advert
Howard Lake | 5 October 2004 | News
RNID hopes that its new radio advert will have generated between 200 and 500 calls to its supporter hotline over its two-week run.
The radio advert, produced by RNID’s creative agency, Watson Phillips Norman, was aired ten times a day during a two-week trialling slot on London’s Magic 105.4FM.
Patrick Holmes, Director of Fundraising, explains that RNID is testing a number of approaches at supporter acquisition. “At the moment we are conducting a number of tests looking at various new ways we can engage with new donors. Already RNID has trialled new direct mail packs, and two radio adverts. Whilst these new methods aren’t intended to replace our more traditional fundraising techniques, by testing new ideas we are giving ourselves more options, and opening up more potential revenue streams.”
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The latest radio advert features the voice of a fictional young girl, Emily – voiced by an RNID deaf staff member – who talks about how RNID has helped her achieve success as a child at school and in adulthood. The advert ran from 21 September to 1 October 2004.
The previous radio advert featured the voice of Radio 4 presenter John Humphreys, and focussed on what it is like for a person to gradually lose their hearing.
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.