World Vision hires LIDA to promote fasting project
World Vision has hired DM agency LIDA to develop the 2005 strategy for its 24-hour famine - the UK's largest youth sponsorship event aimed at encouraging children to go without food for a day.
LIDA has produced mail packs promoting the next famine fundraising event, due to be held over the weekend of 18-20 February, which is helping to raise money for orphans left by the spread of HIV/Aids.
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The mailing was sent just before Christmas, and went to a tightly built list of 9,500 people. It included those who had taken part in previous events, but the majority of prospects were cold, aimed at youth leaders and church heads.
The charity's target is to raise £1 million. LIDA account director Katie Purer said: "We are planning to significantly increase participation up to 2010. This means developing plans to get more people to apply, convert and recover the money."
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