Help the Aged has chosen direct-to-digital agency TDA to develop an online donor acquisition strategy for its ethical gift website Cows 'n' Things after a two-way pitch.
TDA has been tasked with delivering increased traffic, new donors and improved return on investment.
Help the Aged fights to free older people from poverty, isolation and neglect. Ethical gifts sold on Cows ‘n’ Things help to fund projects for older people in developing countries. Gifts range from £5 to £400 and the extensive list includes chickens, cows, beehives and greenhouses.
Heather Westgate, Chief Executive at TDA, added: "There is a clear opportunity to enhance the fundraising potential of Cows 'n' Things for Help the Aged. The marketplace for ethical gifts has become increasingly crowded and competitive, but we are confident that our tailored online direct marketing strategy will revitalise its performance and drive increased volumes of potential donors to the site."
Running from early November, the campaign will involve a range of channels including email, affiliate activity, online display advertising, paid and natural search.