Christian Aid to focus on digital after raising less than it planned for last year

07 Jan 2016 News

Christian Aid's income fell by £3.7m during the last financial year, partly down to generating "less than we had planned" particularly during Christian Aid Week, its latest annual report shows.

Christian Aid

Christian Aid's income fell by £3.7m during the last financial year, partly down to generating "less than we had planned" particularly during Christian Aid Week, its latest annual report shows.

Total income fell from £59.5m in the year ending 31 March 2014 to £56.9m in the year ending March 2015, with much of the decline coming from a £2.6m drop in voluntary donations.

In the report’s introduction chief executive Loretta Minghella said income generated during Christian Aid Week was particularly disappointing, raising £11.1m, down from £11.7m in 2014.

But the international aid charity’s Christmas appeal achieved a “record-breaking success”, achieving £6.6m for the charity, according to Minghella.

“We are beginning to implement new approaches now, as we learn from the success of our Christmas appeal and with a focus on better use of digital communications,” she said.

The charity also spent more on generating voluntary income than it did the previous year – at £14.1m up from £13.4m. Total expenditure for the year was £94.3m.

Minghella confirmed the charity’s income  was “less than we had planned for”.

Chair Dr Rowan Williams also confirmed the charity was shifting a greater focus to digital communications.

“We are in the process of recruiting some new trustees, looking for people who can bring us some fresh perspectives on communication," he said in the report’s introduction.

"We know that it is time to develop our digital resources and outreach and take this to a new level of excellence, as more traditional forms of communication become less productive. It is exciting to consider the fresh possibilities that are opening up here,” he said.

The charity spent a total of £22.1m on staff based in Britain, Ireland and Spain. 

Some 16 staff earned over £60,000 during the year, with the charity’s highest earner taking home a salary of between £120,000 and £129,999. 

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