Oxfam has commissioned fundraising and direct marketing agency DMS to develop a new legacy programme aimed at delivering higher levels of engagement on legacy giving from the Baby Boomer generation.
DMS will be testing and researching four new propositions to discover the most receptive and engaging idea. The agency will then help develop Oxfam’s legacy communication plan, expected to go live in the autumn.
Mark Collins, Account Director at DMS, said of the Baby Boomer generation: “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 recently published its latest research, undertaken with sister agency Whitewater, into Baby Boomers. The ‘Boom or Bust’ report has been available for charities to view from last month.