Younger Generation Set to Continue Contributing to Charity Despite Recession

Wokingham, United Kingdom, March 30, 2009 --( The UK charity Leukaemia CARE is taking a digital approach and appointing suitable corporate supporters to engage with Gen Y.

Leukaemia CARE understands the growing issue of compassion fatigue and how the current economic downturn will continue to cause problems for the charity sector. In response to this, the charity is working closely with Volume Group Limited to launch a national campaign that embarks on a long-term strategy to take public awareness far beyond Generation X.

The main focus of the campaign is an advert featuring various different celebrities, encouraging everyone to donate £1 to Leukaemia CARE each time they have their hair cut.

This will be launched online through various seeded viral and PR routes, and aims to launch in hairdressing salons across the UK.

However, because Leukaemia CARE’s funds are already fully committed to its 24-hour helpline, support groups and other crucial activities, it has no budget for this campaign. Volume is therefore focusing initial efforts on corporate sponsors to deliver value for brands looking to connect with Gen Y and making the campaign self-funding.

This absence of funding made it even more important to conduct relevant research to drive the campaign. Volume Group therefore carried out extensive research on charity-giving attitudes and found that in today’s world, Generation Y (defined as 18 – 29 year olds) is much more willing to give to charity than Generation X. This isn’t just attributable to a higher level of disposable income, but seems to be ingrained in its personality traits. Generation Y appears to be much more aware of and focused on the environment and sustainability, and seems to be motivated by contributing to “the greater good”. This was further reflected in Volume Group’s research, which found that 92% of participants aged between 18 and 34 were willing to donate to charity and most of these participants were already donating.

Eve Martin Lewis, Chief Executive Officer for Leukaemia CARE, talks about the campaign to create energy for the charity around an everyday activity:

“With donations falling, we still need to maintain our vital lifeline to patients and their families in need. Blood and lymphatic cancers like leukaemia touch people of all sizes, shapes and backgrounds, so we need a way of getting to a broad cross-section of donors without being intrusive or annoying. Working with Volume, we’ve developed a campaign that sees us raising awareness in completely new demographics while increasing our donor revenue.”

Volume is now talking to their client base and other well known brands looking to make direct connections to Gen Y, integrate a CSR (corporate social responsibility) programme and gain positive exposure across the UK.

About The Volume Group Limited.

The third-fastest-growing agency and ninth in the B2B Marketing Magazine 2008 Agency Survey, Volume continues to break new ground. Also most recently being named 13th in the Top 100 Marketing Agencies outside London, by The Drum, Volume will see new areas of competency developing in 2009.

Volume Group Limited is a business model that unifies strategic experience with marketing technology, data intelligence and the provision of support resources, enabling clients to:

• Achieve more with less (budget and resources)
• Gain production and process efficiencies, delivering faster campaign time-to-market
• Gain better control of their brand across regions and functions
• Gain customer insight from a closed-loop methodology
• And achieve better overall ROI from marketing investment

Volume Group has been established to fulfil both strategic and operational roles. Strategically, Volume Group Limited will be an acquisition platform, where specialist marketing services providers will be sought to further broaden Volume’s capabilities.

Two acquisitions have been completed to date – GlobalDM Ltd (January 2007) and Vee Media Ltd (June 2008).

Operationally, the Group entity provides centralised IT, HR, marketing and finance functions to the three current operating companies.

About Leukaemia CARE

Leukaemia CARE is a national charity that provides care and support to patients, their families and carers during the difficult journey through the diagnosis and treatment of leukaemia, lymphoma or an allied blood disorder. Leukaemia CARE provides the only dedicated free, staffed 24-hour phone CARE Line for patients and their families that enables people to discuss their feelings, concerns and emotions at such a difficult period of time. In addition, Leukaemia CARE is heavily involved with patient advocacy and provides information, holidays and discretionary financial support, and has a network of volunteers throughout the United Kingdom to ensure that there is local support wherever a patient and their family live. Leukaemia CARE has also funded a Leukaemia CARE nurse at the Royal Free Hospital in London.

Volume Group Ltd
Katie Colbourne
01189 775 800
Gemma Harris
PR & Marketing Officer, Leukaemia CARE
phone: 01905 755 977