Royal British Legion to appeal to younger donors

The Royal British Legion has retained Tangible Response to handle its 6m direct marketing account following a pitch against three unnamed rivals.

The Royal British Legion has retained Tangible Response to handle its £6m direct marketing account following a pitch against three unnamed rivals.

The account covers all aspects of the Legion’s direct marketing fundraising activity including a campaign that coincides with its well-known annual Poppy Appeal.

The charity undertook the review as it wants to use its DM activity to widen its audience base among younger age groups. It intends to use the higher profile of the armed forces as a result of the conflicts in Afghanistan and Iraq to promote the brand through existing and new digital channels.

Tangible have helped the charity increase its donor base to a current level of 750,000 from 10,000 when it took on the account in 1998.

“While the over 65’s will remain important to us, Tangible demonstrated the possibilities that exist in other age groups, especially amongst the baby-boomer generation”, said the Legion’s head of direct marketing and legacies Guy Upward.

The charity’s above the line advertising account is handled by The Gate.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here