Charities Aid Foundation (CAF), the organisation that assists charities, has created a new marketing department in “the biggest shake-up in its 80-year history”, and promoted Sheila Hooper as executive director of marketing and private clients.
Hooper, a former Shell marketer, was previously executive director of individual giving at CAF and has been at the company since 2006.
In her new role, she will be responsible for strengthening the CAF brand and building its web-based marketing. She will report to its chief executive John Low. Her new role was effective from Monday.
Under the new structure, 30 people will report to Hooper and she is looking to implement an “increased budget” through additional fundraising.
Hooper says the restructure “will change what marketing was like in the past” and that she is “absolutely dedicated to changing the business”.
“We need to… really leverage the brand into people’s awareness,” she adds.
The CAF says that following a marketing strategy review, much of the push will include online, targeting auction sites and online shops. Hooper says these channels will help to more effectively target “affluent” new donors. She says most of their previous marketing activity was through direct marketing.
Hooper says last year over £300m was given to charities through private companies. The CAF is a registered charity and it provides services and assistance to charities and their donors.
Hooper, who has also held senior marketing positions at Sainsbury’s and the RAC, was head of marketing at Shell, where she closed its SMART loyalty card programme and relaunched it as Plus Point.