Developed by charity fundraising agency DMS, the retention and acquisition direct mail campaign launched this week, to be followed up by a test post-mailer email to the acquisition segment.
Ambient media in the form of life-size silhouette cut-out boards representing homeless young people will launch in London next week, alongside a photo shoot, organised by the YMCA's in-house PR team to raise brand awareness.
"Every year thousands of young people find themselves homeless in England," said Kirsty Lincoln, senior direct marketing officer at YMCA England. "This campaign aims to raise awareness and funds to get these young people into the safety and warmth of a YMCA. £15 is all it costs to provide a hot meal and one night's emergency accommodation"
The direct mail campaign asks donors to send back a personal gift card, with a message to a young person along with their donation. The gift cards will then be placed in a room at a YMCA hostel for a young person to read on their arrival.
Europe
YMCA England combine direct mail and ambient to raise money for homeless
LONDON - Homeless charity YMCA England is launching an integrated appeal involving direct mail, ambient media and email to raise donations to get homeless young people off the streets and into the safety of a YMCA hostel.
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