Oxfam begins research on new legacies strategy

Oxfam is to develop a new marketing strategy to boost legacy giving from the baby boomer generation.

The charity has commissioned direct marketing agency DMS to research four proposals over the next month to establish which is the most popular among 40 to 60-year-olds. The agency will then develop Oxfam’s new legacy marketing plan.

“I’m excited about the opportunity of tapping into the baby boomer generation,” said Sarah Mead, legacy manager for Oxfam. “I’m confident that the propositions DMS has developed have great potential.”

Mark Collins, account director at DMS, said charities must change their traditional fundraising strategies to build relationships with this demographic.

“The baby boomer generation offers a unique opportunity for charity fundraising,” he said. “In 20 years, it could hold 85 to 90 per cent of the UK’s wealth.”

The new research follows a report released by DMS and its sister agency, Whitewater, in March. Boom or Bust (Third Sector, 26 March) highlighted the fundamental differences between traditional donors and ‘baby boomers’.

Oxfam hopes to launch the campaign in September.

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