Oxfam legacy campaign taps into baby boomer values

Fundraising | Celina Ribeiro | 17 Jun 2010

Oxfam is launching a large direct mail campaign asking baby boomer supporters to leave a legacy in their wills.

The ‘Willpower’ campaign, which carries the strapline ‘where there’s a will, there’s a well’, aims to tap into the baby boomer mentality, acknowledging that the affluent demographic are sceptical and savvy consumers, who want choice and personal experience and believe they can change the world.

The mailing, developed by DMS, will go out to 10,000 existing supporters and aims to generate 200 requests for legacy packs.

Oxfam, which receives 10 per cent of all voluntary income from legacies, will emphasise the impact gifts can achieve and allow donors control over how they go about making a bequest.

Steve Dodds, senior planner at DMS, said: “We have led with the idea of creating a better vision of the future. Our research showed that this is a key priority for baby boomers as they are thinking about the world that their children and grand children will inherit. It was really important to communicate this message in the work.”

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Directory: DMS | Oxfam

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