Samaritans hires TDA for £2m fundraising brief
Samaritans has appointed TDA as its direct marketing agency after a three-way competitive pitch involving two undisclosed London agencies.
Cheltenham-based TDA will be responsible for the charity's ongoing donor acquisition and retention activity. One of its key objectives will be to recruit new, younger supporters.
The agency has now started strategic planning and proposition development, with its first campaign scheduled to break in June. Activity is likely to include both offline and digital work.
Lorna Robertson-Reed, head of individual giving at Samaritans, said: "Samaritans’ service is delivered by 17,000 highly trained volunteers, and is totally dependent on voluntary support.
"Despite having a very strong supporter base, it is vitally important that we take proactive steps to enhance their loyalty as well as recruiting new donors."
TDA has considerable experience of working with charities, with its client list including The National Trust, The Guide Dogs for the Blind Association and St Dunstan's.
The agency's head of fundraising, David Burrows, said: "Most people in the UK know of Samaritans' confidential emotional support service, but few realise that it is almost entirely funded by voluntary contributions.
"This, coupled with some new developments in the pipeline, provides an excellent platform for fundraising."