Childrens charity targets affluent baby boomers

The Children’s Society is launching a campaign targeting wealthy “baby boomers” in a bid to gain donors at a time when consumers are tightening their belts. It breaks next week.

The campaign, which was designed by baby boomer agency DMS, will initially launch in the West Midlands as a test campaign for other UK regions. It will use direct mail, inserts and an online microsite to encourage baby boomers to become a “West Midlands community sponsor”.

The activity will focus on a local project – Safe in the City in Birmingham – and will feature case studies from children in the area. Community sponsors will receive updates on the local projects and video clips will appear on the microsite.

The Children’s Society head of direct marketing, Carolyne Coupel, says the baby boomer audience, which covers 80% of the UK’s wealth, is “critical” for charities.

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