The Children’s Society, a national charity driven by the belief that every child deserves a good childhood, is launching a multi-channel appeal targeting Baby Boomers to help children and young people living in the West Midlands community.
The appeal which is a test campaign for other UK regions, goes live next week, which integrates direct mail, press advertisements, inserts and an online microsite, designed by retained charity fundraising agency, DMS.
The campaign targets baby boomers in the West Midlands region to become a West Midlands Community Sponsor.
Carolyne Coupel, Head of Direct Marketing, at The Children’s Society adds, “This audience is critical for charities, as they hold 80% of the nation’s wealth. Through extensive analysis we’ve proven they’re our most valuable donors. Getting more of them when most people are tightening their financial belts needed a really special approach. The concept of Community Sponsorship sets us apart from other children’s charities as we focus on very localised issues and tap into the audience’s desire to rekindle a genuine sense of community.”
The activity focuses on a local project – Safe in the City in Birmingham – and highlights genuine case studies from children in the area. The local programme manager is featured discussing local issues in an innovative video clip on the microsite and Community Sponsors will get ongoing communications from the local projects.
Jane Moore, Account Director at DMS, comments, “The approach we’ve taken to become a West Midlands Community Sponsor is designed to communicate the charity’s work in a more straightforward tangible manner and have a greater impact on local people to support their community.”
DMS, are part of The Direct Marketing Group, other clients include SSAFA, Oxfam, Cats Protection, CAFOD and The National Trust.
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