Specific types of supporter will be targeted to encourage lower value regular donations or one off cash donations.
Peter Reynolds, interim fundraising director, says its core “sponsorship of a child” fundraising tool, the charity’s main channel for the past 40 years, will remain core to the organisation but will be added to offer those unwilling to commit to regular donations.
He adds: “We’re increasingly recognising that it [long-term child sponsorship] is not right for everyone. If we want to attract new types of supporter we need to think about the kind of propositions we offer and develop new ones.”
The shift is part of a five year strategy, ‘Action for Change’, launched earlier this year to grow income, increase supporter numbers and diversify income.
The charity hopes to increase its annual income to £75m by 2017, up from £55m now.
ActionAid has appointed two agencies, Watson Philips Norman (WPN) and The Good Agency, to develop the new fundraising propositions as part of a strategy that brings together acquisition, supporter experience and fundraising.
Separately, ActionAid is also looking at way that it can increase support from high value donors, legacies and institutions.