YMCA launches national integrated homeless appeal
Howard Lake | 1 April 2009 | News
Homeless charity, YMCA England is launching an integrated direct marketing appeal that aims to raise over £40k in donations to get vulnerable homeless young people off the streets and into the safety of a YMCA hostel.
Developed by charity fundraising specialists, DMS, the national 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.
Kirsty Lincoln, Senior Direct Marketing Officer at YMCA England says, “Every year thousands of young people find themselves homeless in 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.
Mark Collins, YMCA’s Account Director at DMS, notes, “This is an exciting fully integrated campaign, using email and ambient media for the first time for the YMCA. We hope to continue this integrated approach with other YMCA campaigns in the future.”
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Gemma Dentith
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.