MANILA: The United Nations Children's Fund has signed direct
marketing shop Impiric Philippines to handle a research assignment on
its donor base.
Impiric client services director Damian Byrne said the agency secured
the assignment on the strength of a regional project which the network
had piloted for Unicef. The new project will involve research into
Unicef's Philippine donor base as the UN agency looks to grow the volume
of contributions.
"Growing the donor base is obviously an objective, but the research is
intended to help Unicef become more efficient through a better
understanding of its donors, what drives them to contribute and how
target groups respond to certain campaigns," said Byrne.
Research will begin this month and results are expected by year-end.
Byrne said the assignment was being handled on a fee and pro bono basis,
with Impiric offering its creative services for free and Unicef picking
up the tab for the research portion.
