WaterAid has appointed fundraising and campaigning communications specialists The Good Agency to help it improve its donor acquisition creative. The agency has been tasked with increasing donor numbers as well as building the international NGO’s brand profile.
The Good Agency will work with production partner Eye-to-eye and focus on integration across multiple channels including direct response TV, press and online.
At the same time WaterAid has appointed global advertising agency R/GA to redefine its overall global digital strategy and redevelop its online presence.
In 2009/2010 WaterAid spent £ 10.8 million (US$ 17.7 million) on fundraising and £ 5.5 million (US$ 9 million) on advocacy. In the same period it raised more than £48 million (US$ 78 million) and by 2015 it aims to achieve an annual turnover of £100 million (US$ 163 million).
Source: Howard Lake, UKFundraising, 31 Jul 2011