Clic Sargent is to embark on a five-year fundraising strategy after a period of fundraising decline at the charity.

Moving Thinking, a new consultancy headed by Mark Cook, has been brought in to develop the strategy which will focus on increasing individual giving and will look at both bringing in new donors and getting more from existing ones.

James Spears, Clic Sargent’s head of direct marketing, said that the strategy will look to provide long-term sustainable income from direct marketing. Cook said that the strategy will involve building new fundraising products, looking at donor stewardship and extending existing products and propositions.

In the last financial year for which accounts are registered with the Charity Commission, 2009/2010, Clic Sargent reported a £2m decline in fundraising income attributed to a drop in major donors and community fundraising.

Direct marketing and corporate giving, the report stated, had remained strong. The 2010/2011 fundraising results are likely to be stronger, following the recent announcement that the charity's year-long partnership with Tesco brought in £7.2m.