Cancer Research UK has launched an integrated campaign with Cheltenham agency TDA to thank its 900,000 supporters for their donations.

The campaign, which uses direct mail and a microsite, replaces the charity's previous annual newsletter and is intended to encourage supporters to continue giving.

Supporters will receive a booklet, designed by TDA, which aims to illustrate the importance of their contribution to the charity's life saving research.

Emmeline Kite, account director at TDA, said: “We needed to make this communication relevant to each supporter, by telling them things that they want to know and by focusing on their own motivations for donating.

"In the current economic climate, it’s more important than ever to demonstrate the tangible outcome of their investment and how vital their support is in beating cancer.”

To make the 'Your Story' booklet relevant its content will vary according to where supporters live, featuring local stories and events demonstrating the value of donations.

“We want our supporters to know what their money is doing, encouraging them to continue their support, and feel closer to us as an organisation,” said Melanie Day, direct marketing specialist manager at Cancer Research UK.

“This campaign is not about asking for donations, it’s our opportunity to thank our many supporters for what they’ve done to help beat cancer," Day added.

The campaign, which begins tomorrow, is TDA's first piece of work for the charity since being appointed to its roster in June this year.