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 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.