# YMCA launches national integrated homeless appeal

- Link: https://fundraising.co.uk/2009/04/01/ymca-launches-national-integrated-homeless-appeal/
- Published: 2009-04-01T14:33:51+01:00
- Author: Howard Lake

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”

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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.”

-Ends-

Gemma Dentith

a: 1 sekforde street, london, ec1r 0be | dl: 01707 336379 | m: 07852 453 175 | e:
ge***@***********co.uk | w: upfrontbd.com | LinkedIn: www.linkedin.com/in/gemmadentith

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