DMS develops direct mail campaign for YMCA
A
DMS product story
Edited by the Marketingweek Marketplace editorial team
Apr 3, 2009
DMS has developed an integrated direct marketing campaign for YMCA England that aims to raise more than GBP40,000 in donations to get vulnerable homeless people into YMCA hostels.
The national retention and acquisition direct mail campaign will be followed up by a test post-mailer to the acquisition segment.
Ambient media in the form of life-size silhouette cut-out boards representing homeless young people will launch in London, alongside a photo shoot organised by the YMCA's in-house PR team to raise brand awareness.
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.
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