The mailing will include a handwritten letter from young runaway "Samantha", who tells how she was forced to leave her home after suffering years of physical and sexual abuse.
In her letter, she explains how the charity helped her to rebuild her life and how donations enable Centrepoint to help other young people like her get off the streets. Although her name has been changed, the letter is from a real runaway.
This is the first time the charity has run a recruitment campaign to cold lists during the summer. It has been developed by specialist charity direct marketing agency Whitewater, and follows successful recruitment drives the agency has created for the charity during the winter months.
"Over the last two years, we have achieved consistently strong results with our winter cold-mail programme, to the point at which we have now focused on this as our primary recruitment channel," Rachel Brady, direct marketing manager for Centrepoint, said.
The mailing, which is being sent out initially to consumer lifestyle lists that have performed well for the charity in the past, aims to remind people that just because the weather has improved, homeless people still need help.
"However, we're keen to overcome the restriction of only having winter recruitment campaigns if at all possible. The needs of the young people we work with certainly don't go away over the summer months, it's just that they're less obvious to donors on the street," Brady said.
Thousands of young people go to Centrepoint every year. The charity says that physical and sexual abuse is one of the main reasons young people end up on the streets.
Whitewater specialises in direct marketing for the not-for-profit and fundraising sector. It has worked for Centrepoint for two years and includes Age Concern, Amnesty International, Royal Horticultural Society and the RSPB among its clients.
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