Help the Aged has appointed TDA to develop an online donor acquisition strategy for its ethical gift website Cows 'n' Things following a two-way pitch.

The aim is to unlock the full potential of Cows 'n' Things as a revenue stream for the charity in the run-up to Christmas. TDA has been charged with delivering increased traffic, new donors and imporved return on investment.

The Help the Aged charity works to free older people from poverty, isolation and neglect. Ethical gifts sold on the Cows 'n' Things site - which range from £5 to £400 and include chickens, beehives and greenhouses - help to fund projects for older people in developing countries.

Heather Westgate, chief executive at Cheltenham-based TDA, said: "There is a clear opportunity to enhance the fundraising potential of Cows ‘n’ Things for Help the Aged.

"The marketplace for ethical gifts has become increasingly crowded and competitive, but we are confident that our tailored online direct marketing strategy will revitalise its performance and drive increased volumes of potential donors to the site.”

Running from early November, the campaign will involve a range of channels including email, affiliate activity, online display advertising, paid and natural search.