RNIB readies fresh strategy to boost donations

The Royal National Institute of Blind People (RNIB) is looking to broaden its appeal by developing a new direct mail strategy.


The move follows the appointment of integrated agency Kitcatt Nohr Alexander Shaw to handle the charity’s direct marketing account.

The agency has been tasked with delivering RNIB and sister charity Action for Blind People’s programme of acquisition, retention and donor development activity.

It also plans to evolve the programme to “engage new audiences and develop new messages.”

RNIB and Action for Blind People will launch a Christmas appeal campaign, created by the agency and targeting existing and new donors, in November.



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