International development charity ActionAid has strengthened its relationship with Watson Philips Norman in a joint appointment with The Good Agency to ramp up the organisation’s fundraising efforts.
WPN has been briefed to help develop a refocused acquisition strategy involving NPD, while The Good Agency will deliver fresh thinking to engage and communicate with supporters.
The agencies will form a strategic partnership to develop a strategy and creative approach dovetailing acquisition, supporter experience and donor development.
WPN was called in by ActionAid late last year to develop a set of recruitment materials based on the East Africa crisis.
ActionAid interim fundraising director Peter Reynolds 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.”
WPN executive planning director Alison Meredith said: “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 Good Agency managing director Matthew Sherrington added: “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.”
The pitch process was co-ordinated through Allan Freeman at Freestyle Marketing.
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