Marketing campaign to target charity donors

A SCOTTISH charity is hoping for a dramatic increase in donations following the appointment of a local, direct marketing agency.

Target Direct Scotland beat off the challenge of WWAV Rapp Collins Scotland and 1576 to win the marketing account of Capability Scotland, which provides support and services to disabled people of all ages in Scotland.

Capability Scotland’s plan is to develop a three-year direct marketing programme to help increase its donor base. Target Direct will start by ‘cleaning’, analysing, profiling and segmenting Capability Scotland’s existing donor database. Then, it will be a question of trying to raise the average gift from supporters, recruit new donors and grow the charity’s legacy programme.

Says Linsey Shields, fundraising manager of Capability Scotland: “We were impressed by the enthusiasm and seniority of the Target team who demonstrated great understanding of our marketing and business objectives. Donations are crucial to finance our range of services, and direct marketing plays a huge role in this.”