Posted on: June 5th, 2009 by Kate Childs

Disability charity Livability has appointed marketing and communication specialists The Good Agency in a 3-way pitch. The Good Agency will work alongside Livability as a strategic partner to develop the current fundraising programme which will include recruitment and retention campaigns.

Livability was looking for a long-term partner to help expand its Individual Giving Programme around the concept of conquering the ‘Valley of Death’. Like many charities Livability is beginning to see a decline in its traditional ‘Dorothy Donors’. With the rise of the ‘new younger supporter’ failing to cover the consequent loss, this ‘Valley of Death’ is created. To help reduce the deficit, The Good Agency will work with Livability to engage and recruit the ‘new younger supporter’ as quickly and as cost-effectively as possible.

John Chamberlain Director of Fundraising at Livability comments: “We are excited to have The Good Agency on board as a strategic partner and we expect this partnership to produce some consistently effective and outstanding work in the future. Livability is making a significant investment in the recruitment of new supporters and in donor care to improve retention and these two key objectives remain central to our plans for 2009-10”

Group Account Director at The Good Agency Louisa McGinn says: “We are delighted that Livability has invited us to participate in its decision-making process in the role of strategic partner. This will facilitate a truly open and honest client/agency relationship which we believe is vital to achieve the best outcomes. We look forward to the results over the coming year and building campaigns for this fantastic charity.”