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ActionAid has appointed two new agency partners

by on March 28, 2012 in News you can use, Nuggets, Retail News

ActionAid, the international development charity known for its child sponsorship and campaigns, is about to ramp up its fundraising effort and has appointed two new agency partners following a pitch process.

Watson Philips Norman (WPN) has been appointed to help develop a refocused acquisition strategy involving NPD. The Good Agency has been appointed to deliver new thinking to engage and communicate with supporters. Both 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 last year to develop a set of recruitment materials based on the East Africa crisis.

Peter Reynolds, interim fundraising director at ActionAid, 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.”

Both Matthew Sherrington, managing director at The Good Agency and Alison Meredith, executive planning director at WPN, see this as a key moment for ActionAid to achieve its goals and growth ambitions.

WPN’s 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.”

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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