Age UK has appointed marketing agency TDA to develop and implement a multichannel campaign for its Research into Ageing Fund (RiAF), a fund set up and managed by the charity to support age-related research.
TDA earned a position on Age UK’s roster following a four-way pitch, and this is the first major project it has undertaken for the charity.
It also represents the third win for the agency is as many weeks, following its appointment to the Mary Rose Trust and the Alzheimer’s Research UK.
The aim is to re-energise RiAF as a fundraising product, and attract new donors with compelling reasons to support this dedicated research fund.
Initial activity includes development of a welcome pack and letter for regular supporters. A cold acquisition campaign is scheduled for the summer.
Age UK head of individual marketing Matt Goody said: “Through RiAF, we make grants for high quality research to improve the health and wellbeing of older people. Our emphasis is on research that is likely to translate into workable solutions within five years.
“TDA demonstrated a good understanding of this unique fundraising product’s potential, and proved they were capable of the breakthrough thinking required to make it resonate with new supporters.”
TDA head of fundraising David Burrows added: “We all hope to live to experience old age, so it is in all of our interests to support age-related research. It’s always exciting to work with a client that is open to new ideas, and this project is rich with opportunities.”
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