YMCA has become the latest charity to test direct response television campaigns as the medium becomes more accessible and affordable to charities.
The organisation has appointed WWAV Rapp Collins to launch a 90-second trial ad in December, and will follow it with a full campaign in 2004 if the initial activity is successful.
Various other charities have ventured into TV over the past six months, including RNIB, Macmillan Cancer Relief, Barnardo's and Amnesty International.
"The increasing number of low-interest satellite and cable channels is really good news for charities because it has brought the cost right down," said Samantha Robinson, spokeswoman for WWAV Rapp Collins. "DRTV has become an affordable way to reach a new, younger audience."
Low-interest programming also means that ads become a welcome break rather than an irritation, which can boost the success rates of charity DRTV adverts.