Shift in supporter recruitment strategy for Christian Aid

Fundraising | Becky Slack | 1 Dec 2007

Christian Aid is changing its donor recruitment tactics in a bid to broaden its reach and engage with individuals who don’t necessarily consider themselves religious.

Currently, the majority of the organisation’s supporters are practicing Christians. It is hoping that by integrating its “disparate fundraising and campaigning messages” it can target those people who may not go to church but who feel they hold Christian values.

Traditionally, health and sanitation and emergency aid has formed the basis of its fundraising messages, while wider global issues such as climate change, third world debt and trade justice have been the focus of campaigning messages.

“We are transforming our operations into a more rounded and joined-up proposition for all supporters, across all touch points for an exciting, engaging and mutually beneficial supporter journey,” said Richard Moody, supporter recruitment and retention manager at Christian Aid.

Specialist charity marketing agency, Cascaid has been appointed to work on the project.For more on the challenges of fundraising by religious organisations, see the January issue of PF, out on 3 January 2008.

Directory: Cascaid | Christian Aid
Who's Who: Becky Slack

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