The charity, the main objective of which is to improve the lives of disadvantaged young people, is planning to use its 30th anniversary this year to raise its public profile and sign up long-term donors through a telethon and an awareness campaign.
Since it was founded by the Prince of Wales in 1976 it has mainly relied on rich individuals and corporate sponsors. Its past fundraising initiatives include concerts in Hyde Park and the Fashion Rocks fashion and music events at the Royal Albert Hall.
DMS has been engaged to provide data analysis and creative services aimed at building relationships with donors, including a welcome pack.
The charity is expecting a major boost from a special telethon in its aid on ITV1 on Saturday May 20. It will feature Prince Charles and his sons Princes William and Harry giving their first interview together, and a concert at the Tower of London.
The show will explain to viewers what the trust has achieved in its 30 years and viewers will be asked to pledge money by phoning into the ITV studios.
DMS fought off four competitors to secure a rolling contract.
Guy Harris, managing director of DMS, said: "This project hinges on intelligent use of data and using the huge amount of work we've done on welcoming and converting new donors."
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