Oxfam calls on DMS to develop legacy marketing

Oxfam has commissioned DMS to develop a new legacy programme aimed at delivering higher levels of engagement on legacy giving from the Baby Boomer generation.

DMS, a leading fundraising and Baby Boomer specialist direct marketing agency, has developed four new propositions, which will be researched over the coming months to ascertain the most receptive and engaging idea.

Oxfam's legacy communication plan will then be developed, by DMS, which is expected to go live in the autumn.

Sarah Meads, Oxfam Legacy Manager, said: "I'm excited about the opportunity of tapping into the Baby Boomer generation and I'm confident that the propositions DMS has developed and we are researching have great potential".

"The Baby Boomer generation offers a unique opportunity for charity fundraising," stated Mark Collins, Account Director at DMS.

"Never before has there been such a large group of people who in 20 years' time could hold 85-90 per cent 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".

The Oxfam legacy research is additional research to DMS' 'Boom or Bust' report that was undertaken (with sister agency Whitewater), and was available for charities to view from last month.

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