The charity has appointed Partners Andrews Aldridge, without a pitch, to review its fundraising strategy and develop direct marketing activity to recruit donors.
Barnardo's director of communications Diana Green said that while chugging had been successful for the charity, "going forward it will only be part of the mix".
Barnardo's has recruited about 200,000 active donors via below-the-line channels. Of those, more than half have signed up via chugging.
But the charity is increasing its focus on the internet to attract donors, which Green believes will be effective at targeting younger donors. "Recruitment from face-to-face has led to a much younger profile than our traditional donors. They are not responsive to direct mail and we have determined that online is the best channel to continue dialogue with them," she added.
Barnardo's claims that five years ago the over-60s formed 90% of its donor base. Now more than 60% are under 50.
Partners Andrews Aldridge developed the charity's first DRTV campaign using the theme of poverty 18 months ago. Barnardo's plans more such campaigns, but on a different theme.
Prior to the agency's appointment, EHS Brann held Barnardo's DM account. Green said the charity would continue to work with EHS Brann on a project basis in the next few months. The charity's above-the-line advertising is handled by Bartle Bogle Hegarty.
"Chugging" has come under fire from the public as people in major cities are being approached for money up to four times a day. In addition, aggressive sell tactics are being blamed on some chuggers being provided by private firms that charge commission on each donor signed up.
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