A donor recruitment campaign for development charity Practical Action has been developed by TDA, which aims to recruit new supporters and test a range of new fundraising propositions.

The direct agency has devised an approach which will see two new inserts, created with the aim of broadening the appeal of the charity and motivating potential donors, through the provision of evidence of the positive change that they can make to the world.

These inserts will be tested against the use of a control insert.

Focusing on demonstrating examples of simple technology which can help a single family or a whole community, the campaign will also look at clever ideas which, while small, could potentially help millions of poor families.

The theme centres around demonstrating value to prospective donors, using life-changing stories as an example of how personal investment can make a difference and has been created following research conducted in May, which which four concepts were presented to an online panel, alongside the control insert, which gauged opinion and helped to produce a more impactful campaign.

Stephen Harvey, head of fundraising at Practical Action, explained that the aim was to secure funding from more donors in order to extend the charity’s support to more communities within the developing world.

"The campaign is the perfect platform for us to demonstrate a number of practical and innovative solutions to issues affecting these communities, all of which provide extremely compelling reasons to give,” added Harvey.

The campaign will roll out at the end of the money, running throughout August and September, with the charity also hoping to generate an average gift value of £35 from the campaign, which is only the beginning of its recruitment campaign for long-term supporters.