The charity Practical Action, which works to improve the lives of poor communities in the developing world, has appointed Cheltenham-based direct and digital agency TDA to help recruit new supporters.

Traditionally the charity has appealed to well-educated professionals aged 50 and over, often with an interest in science or engineering. TDA's acquisition programme will seek to engage "similar types of audiences on a larger scale".

Activity is still in the planning stage but is likely to include both offline and digital work. The aim will be to recruit long-term supporters.

Stephen Harvey, head of fundraising at Practical Action, said: "We are currently implementing over 100 projects worldwide, and to continue extending our support to more communities we need to secure regular funding from a wider donor base."

TDA account director Emmeline Kite added: "This is an interesting brief from a charity with a strong ethos and a clear remit.

"Practical Action’s life-changing stories and clever yet simple solutions to poverty have a lot of potential for engaging direct marketing campaigns with a strong reason for giving.”