NSPCC

Legacy Marketing

We work with various charities to help them face the challenges of today’s legacy marketplace, and maximise their legacy income.

The NSPCC understood that the decision to leave a legacy doesn’t conform to the typical fundraising transaction, and they set out to reinvent legacy fundraising. A key part of their brief to us was to engage a younger audience, so that the NSPCC is front-of-mind when they come to make or amend their will.

We embarked on a partnership with the NSPCC that has changed the face of legacy fundraising, the latest stage of which has been a groundbreaking awareness/response legacy campaign. The campaign is built around a 40 second TV ad, which is supported by a microsite www.whatwillweleave.org.uk and various online activity.

• There is a real sense of joy to the campaign, and importantly it is getting people to interact with the charity and frame the idea of leaving a legacy within their life, rather than in the context of the charity.
• To date we have seen unique site visitor traffic of 20k with 300 enquiries. Given the value of a residuary legacy, these conversations offer huge income potential - and the excitement created among NSPCC staff, supporters and volunteers has been invaluable… over time we will see how this translates into legacy income. Post campaign research shows an uplift in awareness and likelihood to give.