The charity, which wants to build the number of people on its register from just over 430,000 to 1 million, has briefed WPN to develop online and TV communications that will recruit the new supporters.
The first execution will air in June. WPN will work alongside Mike Colling & Co, which will handle media planning and buying.
Anthony Nolan is relatively new to individual giving, with previous recruitment activity focusing on door-to-door and telemarketing. The charity’s decision to diversify its recruitment strategy follows ambitious growth plans.
Anthony Nolan head of individual giving Biagio Borromeo said: “We were impressed by WPN’s approach to our brief. The agency displayed a deep understanding of our audience and the issues we face. We’re looking forward to developing the acquisition programme together.”
WPN strategy partner Gail Cookson said: “Anthony Nolan is an amazing charity. For many people a bone marrow transplant is their only hope. Sadly it does not have the funds to help everyone in need. We’ll be focusing all our expertise on helping the charity to grow its supporter base to meet this need.”
To leave a comment please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact email@example.com). If you are an existing user, please log in. If you have forgotten your log-in details please email firstname.lastname@example.org to get them reset!