Magen David Adom UK has dedicated part of its Pesach appeal to fundraising outside of Israel for the first time in a bid to attract younger donors.
MDA UK chief executive Daniel Burger said that those who were not core supporters were more likely to donate to causes other than Israel.
"Anecdotally, we've found that there's a lot of interest in supporting our work outside of Israel - especially from people on the periphery. It's the first time we've directly asked the community to raise funds outside of Israel. We'll also use this appeal to raise awareness of our work [globally]."
As a result, MDA UK launched two consecutive appeals with a total target of £175,000. "Our core donor base will be sent the Israel appeal. But those on periphery whose details we have on our database will be sent the international appeal. We're hoping to raise £30,000 for the international appeal." No funds from this would go to Israel.
"We're concentrating on the Philippines [following the destruction wreaked by Typhoon Haiyan], hoping to supply £250,000 worth of pharmaceuticals there. But if we find that there is no longer a need for medical aid, the money will be dedicated where we can make a difference."
MDA UK provided £3 million worth of medical supplies to international causes last year.
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