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.