Proximity will work on both donor acquisition and driving income growth from existing customers, using a range of digital channels, including social media.
The charity has used digital agency Code Computerlove in the past, while Watson Philips Norman has worked on direct marketing campaigns. 2020 Consulting, formerly Jaywing, continues to work on the digital media business.
Paul Clarke, the director of fundraising and supporter marketing at Oxfam, said: “We are looking to drive innovation in how we engage with our supporters and see digital as a key opportunity.”
Oxfam is currently working with Coldplay and Scoopshot to crowdsource a music video, with the aim of raising the issue of land grabs to coincide with the spring meetings of the World Bank.
Set to an acoustic version of Coldplay track In My Place, the video will bring together photos and video submitted via Scoopshot’s iOS and Android apps.
Oxfam was originally founded in Oxford in 1942 as the Oxford Committee for Famine Relief by a group of Quakers, social activists, and Oxford academics.It now comprises 17 organizations working in 90 countries worldwide to find solutions to poverty and related injustice around the world.
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