Oxfam turns to DMS for new legacy marketing approach

by Daniel Farey-Jones, Brand Republic 28-Apr-08, 14:25

LONDON - Oxfam has commissioned DMS to develop a new communication programme to deliver higher levels of engagement with legacy giving from the baby boomer generation.

DMS has developed four propositions which will be researched over the next month to find the most engaging idea. The agency will then develop a communication programme expected to commence in the autumn.

Sarah Meads, legacy manager at the developing world charity, said: "I'm excited about the opportunity of tapping into the baby boomer generation and I'm confident that the propositions DMS has developed and we are researching have great potential."

DMS and sister agency Whitewater recently produced a research report on the importance of charities engaging with the baby boomers, who were born in the 20 years between after 1945 when the birth rate increased.

Mark Collins, account director at DMS, said: "Never before has there been such a large group of people who in 20 years' time could hold 85-90% of the UK's wealth. This group is unprecedented - and we need to challenge the traditional way of legacy fundraising to connect with this audience."

DMS is part of the Direct Marketing Group along with Millennium, JDA, Whitewater and DMPrint.