YMCA England launches Christmas appeal

by Jacquie Bowser, Brand Republic 14-Nov-08, 11:00

LONDON - Youth development charity YMCA England is launching a Christmas appeal to help fund emergency services for vulnerable homeless young people during winter.

YMCA is using its retained charity fundraising agency DMS to design a direct mail pack targeting existing donors to raise funds to support the charity's work over the winter months.

The pack letter details a girl who was homeless last Christmas but has since started building a new life through the YMCA.

Donors are asked for a cash donation of £15, which will provide one person emergency accommodation, or £30, which will provide an emergency room, a hot meal and a small practical gift on Christmas day.

Rajesh Bhayani, head of direct marketing and legacies at YMCA England, said: "Every night, the YMCA gives over 7,000 young people a safe, warm place to sleep but there are still thousands more we desperately want to reach. Our Christmas appeal will help us do just that."

The DM pack will be delivered this week.

Mark Collins, account director at DMS, said: "We've designed a mail piece to show the dangers homeless young people face and the fantastic work the YMCA does to provide safe, warm places to sleep -- work that that donors can and do play a part in by supporting the charity's appeals."