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The ad agency is likely to be tasked with reinventing the brand to boost its popularity among the British public as part of an initiative to increase donations by 50% over the next five years.
 
In the financial year 2007-08, Christian Aid's income was £86.5m. Nearly 75% of this was donated by members of the public in Britain and Ireland and more people than ever left legacies, amounting to £9.8m.
 
The international development charity spent £14.4m on fundraising last year - 16% of its income.