ActionAid takes new DRTV approach to supporter recruitment

ActionAid is launching a supporter recruitment campaign that it says turns traditional charity campaign strategy on its head.

The campaign aims to attract donations for the charity by focusing on the benefits for supporters rather than the need for money.

It follows ActionAid's direct response television advertising campaign last year, which used the same approach to attract more child sponsors in the UK to support communities in the Third World.

The charity says that using supporters' experiences as an asset will encourage new donors, fundraisers and volunteers to campaign for its cause.

Article from Marketing Week, 13 January 2011 (excerpt)