Oxfam to launch legacy giving campaign

Oxfam is developing a marketing approach to target “legacy giving” from the baby boomer generation. The charity has commissioned direct marketing agency DMS to create a campaign, which will break in the autumn.

The agency, which specialises in fundraising and the baby boomer generation, has also developed four new areas for research – which it declined to reveal – over the next month.

DMS account director, Mark Collins, says: “The Baby Boomer generation offers a unique opportunity for charity fundraising. Never before has there been such a large group of people who in 20 years time could hold 90% of the UK’s wealth.”

DMS is part of the Direct Marketing Group and its clients also include The YMCA, The Children’s Society and The National Trust. Its research follows on from a report, entitled “Boom or Bust”, which it released to charities last month.

Collins says: “This group is unprecedented – and we need to challenge the traditional way of legacy fundraising to connect with this audience.”