FUNDRAISING NEWS: YMCA to kick off marketing drive


YMCA England is planning a set of direct marketing initiatives as it moves towards a more donor-led approach.

The youth organisation has appointed agency The Domain Group, which specialises in charity clients, to carry out an in-depth analysis of the charity's 35,000 supporters, launch a Christmas appeal and undertake donor research later in the year.

The supporter analysis will investigate donor performance in order to drive the strategic direction of the charity's direct marketing activity and identify ways to recruit new donors.

The analysis will aim to pool the YMCA's most valuable donors, looking at both committed givers and cash donors and how they've responded to previous activity.

It will flag up issues such as whether the donor is receiving too much mail, and if the amount asked for is too high.

The Christmas appeal, which will start in November, aims to raise funds for the organisation's housing and homelessness division, which is the largest part of the YMCA's work.

The direct mail activity, which is based on previous giving, will be sent to the charity's entire donor base. The money raised from the appeal will help provide accommodation for people aged 16-35.

YMCA's direct marketing manager Catherine Lawson said: "YMCA is continually evolving to meet the needs of young people and we have a really difficult task of communicating the important work we do in local communities in a simple and compelling way.

"We need to test and define our core proposition to establish the strongest direct marketing messages to raise income. Domain is committed to helping us achieve this objective."

There are 151 YMCA's in England that provide community support to young men and women with a wide variety of social needs. Its work includes housing projects such as caring for the homeless and families in need through to health clubs and gyms.

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