ActionAid appoints The Good Agency to ramp up fundraising

ActionAid, international development charity known for its child sponsorship and campaigns, has appointed two agencies, including The Good Agency, to boost its fundraising.

Fundraising communications specialists The Good Agency will provide new thinking for ActionAid to engage and communicate with supporters, while Watson Philips Norman (WPN) will help develop a refocused acquisition strategy involving NPD.

Both agencies will form a strategic partnership to develop a strategy and creative approach dovetailing acquisition, supporter experience and donor development. Peter Reynolds, interim fundraising director at ActionAid, said:

“WPN and The Good Agency showed real insight into the challenges facing ActionAid and child sponsorship in the current climate and provided us with an integrated and comprehensive strategy for developing engaging and inspirational creative delivery across our fundraising activities.”

Both agencies see this as a key moment for ActionAid to achieve its goals and growth ambitions. Matthew Sherrington, Strategy Director, The Good Agency said:

“We’re looking forward to refining ActionAid’s story to enhance the experience that helps ActionAid stand out and grow its supporter numbers and value.”

WPN’s Meredith added:

“ActionAid recognises that the charitable giving market is becoming more competitive and that supporters are increasingly demanding the flexibility to engage with charities in the way they want. Therefore, as part of our pitch process we developed a number of product propositions working within a differentiated overarching proposition, which we tested in research for the pitch. This unveiled some valuable findings which we will be using in forthcoming communications.”

The pitch process was co-ordinated through Allan Freeman at Freestyle Marketing.

Campaigning | Children and young people | Engagement | Fundraising | Health | New client | Poverty