Homeless charity YMCA England is launching an integrated DM appeal, created by Cheltenham-based DMS, to get homeless young people off the streets and into YMCA hostels.

Developed by charity fundraising specialists, DMS, the national retention and acquisition direct mail campaign launched this week, to be followed up by a test post-mailer email to the acquisition segment. Ambient media in the form of life-size silhouette cut-out boards representing homeless young people will launch in London next week, alongside a photo shoot, organised by the YMCA’s in-house PR team to raise brand awareness.
 
Kirsty Lincoln, senior direct marketing officer at YMCA England said: “Every year thousands of young people find themselves homeless in England, this campaign aims to raise awareness and funds to get these young people into the safety and warmth of a YMCA. £15 is all it costs to provide a hot meal and one night’s emergency accommodation”
 
The direct mail campaign asks donors to send back a personal gift card, with a message to a young person along with their donation. The gift cards will then be placed in a room at a YMCA hostel for a young person to read on their arrival.
 
Mark Collins, YMCA’s account director at Cheltenham-based DMS added: “This is an exciting fully integrated campaign, using email and ambient media for the first time for the YMCA. We hope to continue this integrated approach with other YMCA campaigns in the future.”