ActionAidUK looks to boost support with strategy overhaul

ActionAidUK has appointed former Greenpeace fundraiser Helen McEachern to develop a clear income generation strategy for the charity after seeing its supporter base shrink in recent years.

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Her main focus will be to set a new fundraising strategy for 2012 to 2013 to build its base of support and give the organisation a clear direction in terms of income generation.

The charity has been approaching supporter recruitment in recent years by focusing on the “amazing feelings” supporters get from being involved, rather than the charity’s need for money.

ActionAidUK is also launching a pitch for creative agencies as part of its efforts to boost its supporter base.

McEachern joins as fundraising director from the organisation’s international division where she was director of fundraising and communications. She replaces Richard Turner who has left the organisation.

Prior to this she was international fundraising manager for Greenpeace.

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