Direct-to-digital agency TDA will be responsible for the charity’s ongoing donor acquisition and retention activity.
A key objective will be the recruitment of new, younger supporters.
Strategic planning and proposition development are underway, with the first campaign scheduled to go live in June.
Activity is likely to include both offline and digital elements.
Lorna Robertson-Reed, head of individual giving at Samaritans, says: “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.”
David Burrows, head of fundraising at TDA, adds: “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.”