Phone Room to help ActionAid with new supporter approach
Howard Lake | 21 January 2011 | News
Oxford-based fundraising agency The Phone Room is to help anti-poverty charity ActionAid introduce a different approach to supporter engagement.
The ‘What a Feeling’ campaign is a supporter recruitment drive which aims to recruit new and cold supporters into ActionAid through a series of one-to-one conversations designed “to initiate meaningful and lasting relationships” with prospects.
By exploiting the flexibility of telephone conversations, ActionAid hope to be able to identify each prospect’s most appropriate level of support for the organisation. The creative content for the campaign focuses on how supporters feel when they support ActionAid’s work.
This a new approach for ActionAid. Richard Turner, Director of Fundraising at the charity, said: “We were keen to work with The Phone Room because of their clear desire to innovate in this area, and their willingness to work in partnership with us”.
The campaign began yesterday.
www.phoneroom.co.uk
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.