Samaritans appoint TDA for DM ad work

Samaritans has appointed TDA as its direct marketing agency after a three-way competitive pitch.

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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here