Oxfam commissions direct marketing group

01/05/08

Direct marketing is to be used by Oxfam in order to better generate fundraising from the Baby Boomer generation.

Fundraising and direct marketing agency DMS has been commissioned by the charity for the development of a legacy communication plan to target this group of potential donors.

It is anticipated that Oxfam's legacy communication plan will go live in the autumn, after it has determined through research the most effective of the four new propositions developed by DMS.

Mark Collins, account director at DMS, said that 'a unique opportunity for charity fundraising' was offered by the Baby Boomer generation.

He added: 'Never before has there been such a large group of people who in 20 years' time could hold 85-90 per cent 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.'

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