A charity that helps rural African farmers out of poverty, has launched a campaign to recruit regular givers by inviting them to ‘Grow an African Farm, and change a family’s future’ from as little as £3 per month.
Agency TDA has devised the approach for Send a Cow, which consists of an A5 insert for consumer press, including titles such as Guardian Weekend, The Sunday Times, BBC Wildlife, BBC Gardener’s World, Grow It and Church Times.
As a result of the campaign, the charity aims to broaden its supporter base to a younger audience and appeal to those people who are unable to commit to larger regular donations.
The insert explains how the Send a Cow turns donors’ cash into seeds, tools, livestock, support and training, which farmers in Africa then use to grow themselves out of poverty. It also conveys a demonstration of value to potential donors, through life-changing stories, and how their own personal investment can make a big difference.
“Our aim is to secure funding from a larger base of regular givers, so that we can support more African farming families through their journey out of poverty,” said David Smith, fundraising manager of Send a Cow. “And it goes beyond that – because every farmer they help goes on to share their seeds, livestock and skills with around ten more farmers, their gift just keeps on giving.”
TDA senior account manager Andrea Lee added: “This campaign aims to engage with more potential donors in a fun and involving way. Once they’ve made their initial regular gift, Send a Cow will keep them regularly informed about what their money is helping to achieve, thereby demonstrating the tangible outcome of their investment.”
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